The time period lasting
from 1920 to 1929, an age of dramatic social and political change, acquired the
nickname of the “Roaring Twenties” due to its promotion of individuality and prosperity.
As America began to explore its recently established industrialized economy, business
boomed, and in the words of Calvin Coolidge, “America’s business was business.” In a
time of dramatic economic growth and prosperity, McGraw-Hill Publishing recognized
an opportunity to capitalize on the growing business sector of America and
published Bloomsberg Businessweek magazine. This magazine, intended for a predominantly male
audience, informed readers of the economic and political issues existing in
America’s expanding business sector. As
I flipped through the September edition of Bloomsberg
Businessweek from 1929, I uncovered articles examining a variety of
business-related topics; these articles included discussions of foreign markets
(Japan, Europe, Mexico), analyses of new technologies intended to increase production,
investigations of both growing and declining industries, and reports on political
issues which could potentially affect the American economy. Most of the articles were above my head, filled
with unfamiliar business terminology; the words and paragraphs ran together, a
blur of markets, margins, and profits. I
was about to close the periodical when a bold advertisement caught my eye. Immediately, I knew that this advertisement,
cleverly embedded in the pages of monotonous text, was a perfect representation
of coming-of-age during the “Roaring Twenties”.
“A smooth shave depends upon the correct stroke…Which do you
use…?” Emblazoned in bold print and
bordered with thick black lines, this tagline stood out in stark contrast to
the surrounding pages of repetitive text.
An image of four identical razors, each clearing away a path of shaving
cream in a unique way, serves as the backdrop for this critical question. Each razor approaches the shaving cream in a
distinctive way; the first razor is tilted at a slight angle, the second razor is
perfectly straight and precise, the third zigzags in a random and artistic path,
and the last razor produces a sweeping arc.
This image, combined with the bold tagline, instantly draws the eye to the
advertisement, immediately securing the reader’s interest.
The bottom half of the advertisement consists of paragraphs
of text explaining the significance of the Gillette Razor; enlightening the
reader as to why Gillette Razors are different from every other razor. Gillette claims that 8 out of 10 men shave
with a Gillette Razor, with only half of the users utilizing the correct stroke
(first razor described above). While the
advertisement provides the definition of the “correct” stroke, the
advertisement also proceeds to acknowledge shaving as a unique experience. Gillette recognizes that a man finds value in
his unique shaving stroke. As a company
respectful of individuality and personal preference, Gillette continues to advocate
individuality, informing readers that the company has constructed a razor blade
capable of adapting to each shaver’s personal needs and preferences.
Gillette claims that the company is attentive to intricate
detail, leading to the production of the perfect blade. According to the advertisement, Gillette invested
$12,000,000 on blade improvements from 1919-1929. To conclude, Gillette urges readers to use a
Gillette Blade the next morning, recommending the correct stroke, but
understanding the user’s right to create their own stroke, to forge their own
path.
Growing up with an older brother, and two younger brothers,
I observed firsthand how shaving symbolizes the “coming-of-age” experience for
males. I remember the day when my mom
and dad decided it was time for my older brother to begin shaving. My dad presented my brother with his first razor,
complete with carrying case and replacement blades. He took my brother to the bathroom mirror
and spent hours instructing him on the “correct way” to shave. For my brother, and other adolescent males,
this is a defining moment in their journey towards maturity, a representation
of their transformation from childhood to manhood. In an instant, they are thrust into the world
of men.
This advertisement depicts the male “coming-of-age” during
the 1920s, a time period in which individuality was encouraged, by promoting an
individualized shaving experience, reflective of the equally “coming-of-age” experience
of each reader. Surrounded by pages of text
promoting the standardization of industry and models of the “ideal
businessman”, Gillette refreshingly reminds readers of their individuality
during this decade of social freedom.
Attitudes of freedom and individuality in this time period were
especially prevalent in younger generations, reflected in the rebellion against
Prohibition, the establishment of the “Jazz Age”, and the development of the
“new woman” (flappers). Gillette preys
on this youthful movement advocating individuality and free will, presenting
the “coming-of-age” experience of shaving as a unique expression this rising individuality. Gillette offers readers the “proper method”
of shaving, symbolizing “proper” traditions and the standard “coming-of-age”
experience, but also acknowledges the value in individually unique strokes. Gillette does not criticize those who break
from tradition and the social norms; on the contrary, the advertisement
encourages the individual to rejoice in their individuality, forging their own distinctive
path both in shaving and in life.
Some may argue that I am reading too much into this advertisement,
contending that my previously established agenda (finding a “coming-of-age”
example) resulted in misinterpretation a simple advertisement for razor blades.
However, if I, as a woman in the 21st century discovered this underlying
representation of the male “coming-of-age” experience, wouldn’t it be
reasonable to assume that others, especially males of this decade, consciously
or unconsciously discovered this same message?
One reader, guided by past direction and tradition, may find security in
doing things as they have always been done, symbolized by the first, “proper”
razor stroke. Another reader, intent to follow
a clear and straight path, might see himself reflected in the firm, straight
stroke of the second razor. Another
reader, comfortable with experimentation and unconcerned about precision, may
branch out, breaking patterns and traditions like the third razor stroke. Another reader, happy to bend the rules of
society and break free of all patterns and guidelines may see his independence
in the final arcing razor stroke.
Just like the Gillette Razor advertised in the September
1929 Businessweek magazine, every
individual is unique, forging a path in the world based on their experiences,
preferences, and individuality. As they forge their path, individuals
“come-of-age”, an experience as unique and individualized as the razor strokes
in the advertisement. As an individual grows
and matures, even in our world today, it is important to remember an important
and very cliché, concept: there are different strokes for different folks, that
individuals “come-of-age” in different ways, maturing through their uniquely
personal experiences and personalities.
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