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Life, 1927-06-23 · page 32 of 38

Life — June 23, 1927 — page 32: what you’re looking at

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Life — June 23, 1927 — page 32: Life, 1927-06-23

What you’re looking at

This page is primarily **advertising and contest information**, not political satire. The left side features a **Fougère Royale shaving cream advertisement** targeting men with difficult beards, emphasizing the product's soothing lather and masculine appeal—typical early 20th-century marketing positioning grooming products as essential to male respectability. The center section announces **Life's "Alibi Contest"**: readers submit humorous excuses (max 25 words) completing "Well, you see, it's this way...." to captioned cartoon images. Winners receive $50 (first prize) or $10 (runners-up). This was a popular interactive feature allowing readers creative participation. The right side advertises **Pocket Ben watches**—affordable, durable timepieces ($1.50–$2.25) marketed for outdoor recreation and vacation planning, framed as essential tools for maximizing leisure time. The page reflects 1920s consumer culture: accessible luxury goods, interactive reader engagement, and marketing emphasizing masculinity and modern efficiency.

📄 Transcribed text from this page (OCR, searchable)

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

Life e eller Shave’ forthe hard-to-shave Man 'O TYPES of men are quickest to adopt“the better shave.” One isthe hard-to-shave man. The other type quite naturally seeks out the better things in life and is fussy about his face. Fougére Royale Shaving Cream was made to satisfy both of these men. Others like its soothing, beard-soften- ing lather, its pleasing, masculine odor of Royal Fern and its kind treatment of a tender face. If you are hard-to-shave, get a tube of Fougére Royale today from your drug- gist. Or, a trial tube will be sentto you without charge if you will use the cou- pon below. Fougere Royale AFTER-SHAVING Lotion is a boon to tender faces, soothing and restor- ing moisture to the skin, It is new but most good druggists have it. 75c. wigere oyale Shaving Cream Pronounced Foo-Zhaire Royal HOUBIGANT, Inc. Dept. L-11 539 West 45th ‘Street, New York City I want to try Fougére Royale Shaving Cream, You may sead mea tral tube—no charges Name AMDT OSS menennnvnvnvvvennvvnnvnenvvnnnnennnnnnnnnnem AlibiContest Prize Winners (Continued from page 11) Mickleton, New Jersey; Asutry N. Cuanpter, Toledo, Ohio; Atex Gerren, Cleveland, Ohio; Crcevia Inouis, San Mateo, California; Davin H. Moreneav, Bridgeport, Connecticut; W. Dovcuass O'Kane, Springfield, Ohio; Roy W. Parker, Williamsport, Pennsylvania; Mrs. R. L. Ricnarpson, Rochester, New York; B. Harrison Winriecp, Woodcliff, New Jersey. Conditions of the Contest BACH week we will publish a dif- ferent picture in the ALIBI CONTEST—the picture this week being marked “ALIBI NUMBER TWENTY-EIGHT.” The first prize of $50.00 will be awarded each week to the contestant who, in the opinion of the Judges, furnishes the cleverest and most in- genious conclusion to the sentence which starts, “Well, you see, it’s this way...." Five second prizes of $10.00 each will be awarded to the runners-up. Answers must not exceed twenty- five words in length; this word limit, however, is not intended to include the captions under the Contest pic- tures as originally published in Lire. There is no limit to the number of answers to each Contest picture that any one contestant may submit. Nor is it necessary for a contestant to submit answers to more than one of the Contest pictures to be eligible for a prize. The Judges will be three of the Editors of Lire. In the event of a tie, the full amount of the prize will be awarded to cach of the tying contestants. Answers should be typewritten or | clearly written on one side of the paper. Every single sheet of manu- script submitted must be plainly marked with the contestant’s name and address. The Judges cannot un- dertake to return any of the manu- scripts submitted in this Contest. Answers to ALIBI NUMBER TWENTY-EIGHT should be so marked, and sent to ALIBI CON- TEST EDITOR, Lire, 598 Mad- ison Avenue, New York City. All answers to ALIBI NUMBER TWENTY-EIGHT must reach Lire’s office before 12 noon on July 7, 1927. Announcement of the win- ners will be made in the issue of July 28, 1927. The Contest is open to all and is not limited to subscribers to Lirr. Members of Lire’s staff, and their families, are barred from competi- tion. vacation time PocketGen \ X 7HATEVER you do, wherever you go, you needa reliable watch that’s sturdy enough for a vigorous outdoor life. Pocket Ben is that kind. He’ll help you plan your days and hours to get the most fun out of the shortest time. Sold everywhere for $1.50. With luminous day- and-night dial, $2.25. WESTERN CLOCK COMPANY La Salle, Illinois comicbooks.com