Life, 1928-12-07 · page 59 of 64
Life — December 7, 1928 — page 59: what you’re looking at
What you’re looking at
This is a **Gillette Safety Razor advertisement**, not a political cartoon. It promotes "The 50 Box of Gillette Blades" as a Christmas gift for 1929. **Key elements:** The ad uses the marketing strategy of positioning razors as a practical, recurring gift—something a man will appreciate "every time he shaves in 1929." The text emphasizes this isn't frivolous but "soundly sensible," appealing to masculine practicality. The decorative box shown features regimental stripes and the Gillette branding. A clever secondary pitch suggests the attractive chest, once emptied of blades, could be repurposed as a cigarette, stamp, or jewelry box—extending its perceived value. **Historical context:** This reflects early 20th-century consumer marketing emphasizing utility and durability. The mention of "the first time" Gillette presents such a gift signals novelty in packaging/marketing rather than product innovation. The ad targets gift-givers seeking something a male recipient would use continuously rather than a one-time novelty item.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
\ THE — / abo = | Gillette EVERY TIME HE yAl \ SHAVES IN 1929 do | VF | HE'LL THANK YOU A SMART, masculine gift box that’s bound to be appreciated all over again each morning! Generous measure for generous shaving com- this , fort! Not a short-lived present, not a frivolous onc, but a soundly sensible, month-after-month gift that appeals to a man’s practical nature. And the distinctive thing about it is its new- ew is presented by Gillette for the first this Christmas. You can be sure when you cus ja choose the Fifty Box for him that he has never before received a similar gift for Christmas— or an), other time, ] cratic t If the little chest with its regimental c last vin pes attracts you, why don’t you make a bid play- i if after he’s used up the blades? It makes a ras } o . charming cigarette box, stamp box, jewel case or shone original, pereonal zi general depository for the sewing or dressing table. "that carry your season's g ings far into the New Year. ae! GILLETTE SAFETY RAZOR CO., BOSTON, U.S. A. comicbooks.com