Life — June 7, 1928 — page 4: what you’re looking at

What you’re looking at

# Analysis This page is primarily **advertising, not satire or editorial content**. It promotes the "New Improved Gillette Safety Razor" as a luxury item. The ad emphasizes that the Gillette razor represents not mere "comfort but luxury"—comparable to owning fine jewelry or sporting equipment like golf clubs. The central image shows "The Cavalier," an ornate shaving set housed in an elegant black case with multiple accessories (brushes, soap containers, blade boxes). The copy notes Gillette manufactures ten models priced from $5 to $75, with decorative gold plating and leather cases. The marketing strategy targets affluent male consumers who "shamelessly demand" quality goods. This reflects early 20th-century consumer culture, where personal grooming products were positioned as status symbols rather than mere necessities.