Life, 1927-07-21 · page 35 of 38
Life — July 21, 1927 — page 35: what you’re looking at
What you’re looking at
This page is primarily advertising. The main cartoon shows a cowboy on a bucking horse, illustrating a Fatima cigarette ad that appeals to younger consumers by claiming they set fashion and lifestyle standards—including what cigarettes to smoke. The ad's pitch is that Fatima is "a cigarette they call their own today" but is "one that you've known very well for a very long time"—positioning it as both trendy and established. The cowboy imagery evokes rugged masculinity and American frontier tradition. The surrounding content includes book reviews and dental health ads (Forhan's for pyorrhea treatment). The overall page reflects 1920s-era advertising that targeted youth while leveraging nostalgia, and openly promoted cigarettes without health warnings—practices now prohibited. The casual cigarette advertising alongside family health advice is starkly at odds with modern standards.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
smokey the New — light Sleep. By Edith W Present kers dk best to avoid facing the facts The Next Age of Man By Edward Wigg é expert gives it we are all coming to. | azy Pavements. By Beverle Is (Doran). A highly diverting ac c of a_you by London's smart set and came througl clean Trader Horn. By Alfred Aloysiu Horn and Ethelreda Lewis (Lit Guild). Son z man who was taken up in reminiscence set dh laboration that was m Elmer Gantry. certain type of preacher whic ary could easily de without Guggenheim. By Haydice Eames Madeleine Marshall (Simon & ter), Ab may ind rories Mr. Fortune's Maggot. By Sylvia end Warner (liking Press). AN ple nt recital of Christian perseverance and pagan tolerance People Round the Corner. By Thyra Samter Winslow (Knopf). The stor If Fear keeps you away from your dentist ..\s, of charts by wh : in the old game of “Cate Pyorrhea robs 4 out of 5 Many ills that shatter health begin in the mouth that is neglected. Pyorrhea, the frightful nemy that leaves in its wake such troubles as rheumatism, neuritis and facial dishgurement, wins only when ignored. Its hapless victims are 4 out of § after 40, and thousands younger, Keep Out of Danger It is folly to wait for warning signs, for gums to bleed or to recede, for teeth to loo: As health protection, have your ist give teethand gums ation once every six months, sums, now! ce, if used regul ind in time, ca or checks its sinister course. Itis prepared for this purpose. Itcontains Forhan’s Pyorthea Lig d by dentists everywhere. It firms gums, keeps tecth snowy white and protects them from acids which cause decay. Sce your dentist and start using Forhan's, today. Teach your children this priceless healthe habit. Atall druggists, 35¢ and 6oc Formuta of R. J. Ferhan, D. DVS Forhan Company, New York | Forhan's for the gums More Than a Tooth Paste... . It Checks Pyorrbea And start This di thwarts IT’S THE YOUNGER CROWD THAT SETS THE STANDARD! O to the younger crowd if you want the right word on what to wear And notice, please, that the or drive or smoke. particular cigarette they call their own today is one that you’ve known very well for a very long time. FATIMA of several inconsequential lives told with amazing realism The Woman on the Balcony. B Rese Caylor (Boni man and two wor » terrible time they all have J Bronx Ballads. By Robert \. Sim 4 1 (Simon & Se The fad for ra " . ) spirituals carried almost te the limit, wit h hy? We sen ' pictures by Harry Hershficld and legibl g ' ! Footsteps in the Night Ry ¢ n raser-Simyon (Dutton). The last word in suspens Find the “Clock. Ry Harr Listes “ 1 othe ¢ . The plot 1! cr | j I hick tha Ho won't aunderst thee: ane the author d ‘ne A it The Fool. By IL. ©. Bailey (/) ton). A court jester whe was an inl pimples, blackheads, etc., cleared away easily and at little cost by “Win never know Iks wuz on e a vacation if they did ne back.” Abe Martin, in Indiana News, comicbooks.com