Life, 1927-09-01 · page 29 of 40
Life — September 1, 1927 — page 29: what you’re looking at
What you’re looking at
This is a **Smith & Wesson advertisement**, not satire or political commentary. The "Life" magazine page uses emotional appeals to sell revolvers for home defense. The advertisement addresses parents directly, contrasting admiration for police officers ("grand and big and brave") with the reality that police cannot be everywhere. It then pivots to the sales pitch: parents need Smith & Wesson revolvers for home protection. The accompanying illustration shows a child gazing at a mounted policeman, evoking nostalgia and security. The text emphasizes that Smith & Wesson guns have "safety" features (their ".32 and .38 caliber S & W Safety") making accidental discharge "impossible" — a marketing claim that frames gun ownership as responsible. The appeal is explicitly to parental instinct: "Left alone, or with trusting children...would not the means of immediate protection be worth many times its price to you?" **Context for modern readers:** This represents early-20th-century attitudes toward civilian gun ownership as a normal part of home security, marketed through emotional appeals to family protection rather than sport or rights arguments.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Life 27 Qhe revolver is an effective instrument in the promotion of law and order. It is an invaluable factor in the conservation of life and properly and creates a feeling of security PROTECTION OOK at it through the youngster’s eyes. all times. Left alone, or with trusting children | Policemen! They’re grand and big and who confidently look to you to meet any situation brave in their soldier-like uniforms with that can possibly arise—would not the means of the bright brass buttons. Thunder- ing tons of traffic stop when they 2. A thug would rather attack on unarmed pe- hold out a hand. Start when they — £é#iran. motorust or householder than an blow a whistle. And how wonder- ful they are when they're mounted nated the safety idea in firearms oa horseback. . :cantering, pranc- 1 over 40 years ago. The 32 and 38 ing, commanding the world about tae mee. with 6o P caliber S & W Safety make acci- them with aglance. Manly,and fine, and heroic... what a splendid thing to grow up and be a policeman! immediate protection be worth many times its price to you? 1. The revoteer has a place in the hands of the tdw-abiaing public. For peace of mind and self-reliant security, Smith & Wesson origi- dental discharge by adult or child impossible. In countless thousands Ary aa of instances—in innumerable But the officer of the law canbe ™ emergencies that offered no time only one place at a time. And it : to summon aid—these safe revol- is to you, the parent, that the y 4"! vers have solved the problem of youngster looks for protection at « a ~ home defense. Our Descriptive Booklet M may interest you — it will be sent free upon request. SMITH && WESSON SPRINGFIELD, MASS., U.S.A. THE: REVOLVE RK MANUFACTUBRBERN comicbooks.com