Life, 1927-03-10 · page 35 of 38
Life — March 10, 1927 — page 35: what you’re looking at
What you’re looking at
This is a **Frigidaire refrigerator advertisement** disguised as satirical humor. The cartoon depicts a domestic argument: a husband refuses to eat wilted celery, and his wife sarcastically reminds him he promised to buy a Frigidaire refrigerator that would keep produce fresh. The "joke" plays on marital tension—suggesting that poor food storage causes kitchen disputes. The ad then pivots to claim that Frigidaire solves "perilous problems" by keeping celery crisp, butter firm, and cream fresh, implying it prevents domestic conflict. This reflects early 20th-century advertising strategy: using humor and relatable domestic scenarios to sell appliances by positioning them as solutions to everyday friction. The endorsement of General Motors' engineering adds authority. For modern readers, the humor feels dated and the gender dynamics (wife's role managing food quality) reflect era-specific assumptions about domestic roles.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
“You'll pardon me, my dear, if I decline to cat this rubber celery?” “And you'll pardon me, darling, if I remind you again that the Frigidaire you've been promising to get will keep celery at crisp a5 your own temper.”* A Frigidaire is NOT a panacea for domestic difficulties. But for those little differences that originatein the pantry and culminate in the dining room, a Prigidaire HAS solved many a perilous problem! Because, with Frigidaire, one’s desserts are always so— one’s butter always firm, one’s celery never reminiscent of garden hose—one's cream supreme! To be sure, it is Frigidaire that has the frost coil direct cooling system, the system that keeps its air content 12° colder without ice, But then, with the resources of General Motors behind it, why shouldn't Frigidaire be the plus-perfection of electric refrigeration! It should! In face—it IS! FRIGIDAIRE CORPORATION Subsidiary of General Motors Corporation, Dayton, Ohio, This way out éé Geta a comicbooks.com