Life, 1928-03-22 · page 2 of 34
Life — March 22, 1928 — page 2: what you’re looking at
What you’re looking at
This is a Smith & Wesson revolver advertisement, not satire. The page uses the headline "PROTECTION" to market firearms for both collective (police, military) and individual self-defense. The illustration shows a man at a desk with armed figures looming behind him—a visual argument that personal firearm ownership deters crime. The accompanying text argues that while organized groups (Army, Police) provide collective security, individuals need personal weapons because "possession alone is usually sufficient" to prevent theft. The advertisement targets middle-class anxiety about crime and personal safety, promoting the revolver as essential to peace of mind. It's early-20th-century marketing that equates gun ownership with security and responsibility, positioning the firearm as a practical, necessary tool for law-abiding citizens.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
he revolver is an effective instrument in the promotion of law and order. It is an invaluable factor in the conservation Of life and property and creates a feeling of. security PROTECTION OLLECTIVELY our interests are protected Your individual possessions—you've toiled for them by the finest and bravest groups of men individually. One of the greatest arguments in the = — — in the world ...and with the last word world for the possession of the means of protecting in defensive equipment. them individually is the fact that But individually? For our collective protection great guns of the Coast Defense thunder mighty practice salvos to the rising and setting sun. Wherever trouble even hints its presence Devil Dogs take pride in landing first. Navy... Army... Militia. . . State Troopers . .. Police —fearless. unflinching, ever alert and ready. Collective pro- tection that could be surpassed only with great numbers, But indi- vidually ? 1. The revaleer hava place in the handeof the possession alone is usually sufficient. rather attack an unarmed pe- ‘Today's thieves and scoundrels are at or householder than ‘an , fiendishly clever and usually know, and avoid, the man who is known to be armed. With the 32 and 38 calibre Smith & Wesson Safety Revol- ft vers accidental dis- fet hel charge by adule or 4 o keep and bear arms shai child jsabsolutely im- ~~ "= Se foe ieh red; possible. The S & W Safety is a de- "6 pendable desk drawer ally to peace of mind. Why not consult your nearest re- liable dealer now instead of “waiting”? the manufacture and fo “ wy Our Descriptive Booklet L-G will interest you—Sent jree upon request SMITH & WESSON |® SPRINGFIELD, MASS., U.S.A. REVOLVE RR MANUFACTURER comicbooks.com