Life, 1929-06-28 · page 28 of 37
Life — June 28, 1929 — page 28: what you’re looking at
What you’re looking at
This page is primarily a **commercial advertisement** for Squibb shaving cream, using a play on words for satire. The phrase "hitting the high spots" typically means visiting nightlife venues or enjoying entertainment—reinforced by the "Confidential Guide" listing country night clubs and dance records on the same page. The ad humorously applies this phrase to **shaving**, claiming that inferior shaving cream only catches the "high spots" of facial hair, leaving patches missed. The solution: Squibb's shaving cream, perfected over four years and tested in barbershops, promises complete coverage. The cartoon shows a couple dressed for a night out, connecting the advertisement's leisure-lifestyle context to the nightlife guide beside it. The humor relies on the **double meaning**—equating thorough shaving with thorough enjoyment of modern entertainment and consumer products. This reflects 1929's consumer culture optimism and advertising's growing sophistication in using wordplay and lifestyle branding.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
HITTING THE HIGH $POTS WHEN you hustle and hurry through your morning shave, if the razor skims over parts of your face—if it only hits the high spots of your beard — something isn’t clicking. Like as not, it’s the shay- ingcream. Then’s the time to turn to Squibb’s Shaving Cream — to the cool, smooth, thorough shave that Squibb’s always gives. Experts studied and experi- mented for four years to perfect Squibb’s Shaving Cream. ,For months they tested it in a barber- shop. It’s a great shaving cream. The only way to get to know the bland shaving comfort that Squibb’s gives you, is to try it. Drop into any drug store and buy atube. Only 40c. Copyright 1929 by E. R. Squibb & Sons A SHAVING CREAM BY SQUIBB Life Confidertial Guide (Continued J from Page 24) Country Night Clubs Anrownean Inn. Riverside Ave. Nice place. (Out B'way to 246) Pecuast Heat INx, Good place. (Pelham Parkway) Post Lopcr. Good place, good music. (Post Road past New Rochelle) Sunowptace. Valley Stream, “Tex” Guinan's new home. (Merrick Road) Pavittion Rovat. Nice place, good crowd. (Merrick Road) Winoseam Canin, near Montclair. Also great. (Holland Tunnel, to Montclair, Pompton Turnpike to Riverdale) Canary Corrace, Madison. Tunnel to Madison) Buve Hitts Pranranion, Plainfield. Very nice. (Holland Tunnel to Plainfield) Nice. (Hollana Dance Numbers (Sheet Music) “Or What Have You" (Little Show) ut in Hoboken” (Little Show) loanin’ Low” (Little Show) Love Lady” (No show) d Now” (Spring is Here) Living” (No show) “I Want To Be Bad” (Follow Thru) “Maybe, Who Knows?” (No show) Records Oranct Brossom Timt—(2) Your Morwer Ayp Mine (Columbia) Paul Whiteman’s latest, both grand. Tus Is Heaven—(2) Steepy Vartey (Vie~ tor) (1) A peach of a tune. (2) Good waltz. Burtoinc A Nesr For Acain (Victor) (1) Very hot and marvellously played. (2) Includes vocal trio. I'tt Do Axyriunc For You—(2) I've Gor A Feeutne I'm Fattixc (Columbia) Sung by the “Mystery Girl,” but it sounds mighty like Helen Kane. Evancetine—(2) Dreast Moriter (Columbia) (1) Grand waltz melody, includes vocal, and guitar solos. (2) Only fair. Mary—(2) Kips “Are you a beta beta?” “No—why?” “Well, you sure know the grip!” When you throw that you wish them to have only the best. The Finest Sparkling Table W inest Sparkling Ti ‘ater int ‘or Sole Importers: Apollinaris Agency Ce. Fifth Avenue at 42nd Street, New York June 28, 1929 Vol. 93 Number 2434 Published by LIFE PUBLISHING COMPANY, 598 Madison Avenue, New York Cuanues Dana, Ginson, Chairman of the Board Cuam Maxwewt, President LaNcorne Ginson, Vice-President Norman ANTHONY, Editor Henny A. Ricuter, Secretary-Treasurer Live is published every Priday, simultane ously in the United States, Great Britain, Can- ada and British Possessions. Title registered in U. S. Patent Office. The text and illustrations in Lire are copy righted. For Reprint righte in Great Britain apply to Lire, Rolle House, Breams Buildings, Fetter Lane, London, E. C., England. The foreign trade supplied from Lire’s London Office, Rolls House, Breama Buildings, London, EC. No contributions will be returned unless ac- companied by stamped and addressed envelope. Lire does not hold itself responsible for the loss or non-return of unsolicited contributions. Notice of change of address should reach this office two weeks pi to the date of issue te effected. All communications should be addressed to LIFE, 598 Madison Avenue, New York. Yearly subseription Rate, $5.00 (Canadian, $5.80; Foreign, $6.60.) LIFE: Published Weekly by Life Publishing Company, 698 Madison Ave., New York, N. Y. Subscription, $5.00. Vol. 93, No, 2434, June 28, 1929, Entered as 2nd Class Matter New York. June 8, 1883, at New York Post Office, under act of March 8, 1879. Printed in U. S. A- Entered as 2nd Class Matter at the Post Office at Cleveland, Ohio! Entered as 2nd Class Mat- ter at the Post Office Dept., Canada. Copyright 1929, Life Pub. Co., in U. S., England and British Possessions. comicbooks.com