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Life, 1926-08-05 · page 36 of 41

Life — August 5, 1926 — page 36: what you’re looking at

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Life — August 5, 1926 — page 36: Life, 1926-08-05

What you’re looking at

This page is primarily **advertising** disguised as editorial content. The main feature is a fake "letter to the editor" praising Edgeworth pipe tobacco, supposedly from "Mrs. A. Higgins" of St. Louis. The testimonial claims her previously reluctant teenage son became devoted to smoking after trying Edgeworth. The satire targets **consumer advertising tactics** of the 1920s-30s: using fabricated "real customer" endorsements to manipulate purchasing decisions. The implausibly perfect narrative—a mother happily endorsing her son's smoking habit based on one brand—is absurd enough to read as parody. The secondary content includes "Mrs. Pep's Diary" (a gossip column) and various beauty/health product ads (Resinol, seasickness remedies), typical magazine filler. The broader joke: Life magazine (a satirical publication) is gently mocking how tobacco companies used fake testimonials and maternal approval to market addictive products to young people.

📄 Transcribed text from this page (OCR, searchable)

Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.

Life Pipe smoker’s mother happy at son’s tobacco choice There is plenty of evidence to prove that the ladies are not averse to pipe smokers. Provided, of course, that the man in the case chooses the right tobacco, The following letter from Mrs. Hig- gins of St. Louis reflects the pride and satisfaction of a mother who feels that her son has made a wise decision. Read her letter—then show it to your wife: Larus & Bro. Co., Richmond, Va. Gentlemen: Can a mere woman praise Edgeworth? When my sixteen-year-old son started to smoke, it was a pipe. I guess he tried all the brands of tobacco on the market, trying to find a mild, cool smoke. He gave up smoking in disgust, saying he guessed he never would be a man if it depended on smoking a pipe. At last an old timer told him to try a pipeful of his Edgeworth. Now my son is never in too big a hurry to walk several blocks out of his way to get it. I sometimes wish every day was Sun- day so he could be home smoking, aroma of Edgeworth is delicious. Yours very truly, Mrs. A. Higgins. To those who have never tried Edge- worth, we make this offer: Let us send you free samples of Edgeworth so that you may put it to the pipe test. If you like the samples, ou’ll Vike dgeworth wherever and whenever you buy it, for it never changes in quality. Write your name and address Larus Com- pany, 16-T S. 21st Street, Richmond, Va. We'll be grateful for the name and address of your tobacco dealer, too, if you care to add them. Edgeworth is sold in various sizes to suit the needs and means of all pur- chasers. Both Edgeworth Plug Slice and Edgeworth Ready-Rubbed are acked in small, pocket-size packages, in fandsome humidors holding a pound, and also in several handy in-between sizes. To Retail Tobacco Merchants: If your jobber cannot supply you with Edge- worth, Larus & Brother Company will gladly send you prepaid by parcel post a one- or two-dozen carton of any size of Edgeworth Plug Slice or Edgeworth Ready-Rubbed for the same price you would pay the jobber. On 7 radio—tune in on WRVA, { Rici mond Va.—the Edgeworth Station. ‘fave length 286 meters. Mrs. Pep’s Diary (Continued from page 12) drive me well nigh to distraction with the weariness and monotony of her discourse, the underlying theme of it this time being the contempla- tion of suicide, which she did threaten so frequently én what she deemed a subtle manner that I was finally moved to enjoin her, assum- ing that her intentions were scrious, to be about the business straightway and spare herself the tedium of liv- ing through the redecoration of her apartment in the autumn. Lord! the trouble with individuals who are always promising to make away with themselves is that they never keep their word. July Awake betimes, go ing through the magazines 15th which, in spite of my good resolutions, I have been allowing to accumulate, and moved by them to the reflection that illustrations of the modern school look as if they had been done by small children turned loose with a set of penci Nor is the text none too sensible in many instances, some of the Paris letters in the fashion magazin being transparent almost to the point of hysterical amusement, for if the table conversation at smart lunch- cons which they seek to describe is quoted verbatim, the guests must be entirely recruited from the manne- quins of the leading couturiers. Emmy Oakes to luncheon with me, with news of a magickal green paste which, when rubbed into the lines of the face, causes them to vanish for at least three or four hours, so that may be why Tibbie Forman comes to dinner looking like May and leaves looking like December, and were I Vanity’s slave to such an ex- tent, I should quit the bridge table or the ball room before the effic: of the cosmetic had run its cours and daub on a fresh supply. Nor do 1 ever mean to resort to such chican- ery, and it is highly fortuitous that God his given me a good skin, for I had liefer my face looked like a road map than sit before a mirror patting it with anointed cotton or rubbing it with cracked ice....This day do I go again upon my diet, having re- gaincd all I did lose through my ab- stinence two months ago. Baird Leonard. Nubbville Spark N the card that just came post- age-duc to Zephyr Barmore, from her husband in Florida, is a real pretty view of one of the res- taurants he passes every day. FAIR BATHER: “Yes, the water is wonderful today but ‘sniffing’ and ‘sneezing’ take all the joy out of swimming for me. These summer colds are so discouraging.” LIFE GUARD: “May I come to your re: with a helpful suggestion? Get package of Luden's. A life guard dashing ia to save a drowning heiress couldnt brisg quicker relief.” NOTE: The beneficial and exclusive menthol blend in Luden’s Cough Drops brought comfort and quick relief over a billion times last year to sufferers from irritated throats, colds, coughs, hoarseness, hay fever, etc. In the yellow’ package—Sc—everywhere. Fairy Story HEN asked why he would not fight Harry Wills, Jack Demp- sey replied that he was afraid he would lose his championship. HEY HEY sts Something new—comical and full of pea Three different cards with envelopes, 25 cents, (coin). One for 10 cents. Johansen, Box 102, Steinway Ave, Sta., Long Island City, N. Y. Journey by Sea, Train, Auto or | Air in health and comfort. Moth- ersill’s promptly ends the faintness and nausea of ‘Travel Sickness. 34 ena 1.30 at Drug Stores or f rhe’ Mothorsilt Remedy Ca Cat, New York Mont To Use RED. ROUGH SKIN is ugly and annoying—make your skin soft, white, lovely, by using Resinol r FOR g MEN OF BRAINS )07 1GARS [-MADE AT KEY WEST— comicbooks.com