Life, 1926-02-04 · page 35 of 40
Life — February 4, 1926 — page 35: what you’re looking at
What you’re looking at
This page contains a Colgate shaving cream advertisement disguised as historical commentary. The "cartoon" compares Alexander the Great's military strategy—ordering his soldiers to shave their beards so enemies couldn't grab them in hand-to-hand combat—to modern business and social competition. The advertisement uses this historical anecdote to market Colgate's Rapid-Shave Cream to 1920s businessmen. The parallel suggests that just as clean-shaven soldiers defeated the "hairy Persians," modern men gain competitive advantage through grooming. The illustration depicts Alexander's army in battle, emphasizing the practical superiority of the beardless warriors. This is early 20th-century advertising that conflates military victory with consumer product success, appealing to masculine competition and professional advancement through personal hygiene—a common marketing strategy of the era.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
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