The man who threw away love in 1931


Traditionally, advertisers have aimed their messages to women, often messages that if you don't use their product, you won't find romance, so when I saw this ad from 1931, I was surprised. It does seem a clear message to men: wash yourself so you don't stink so bad that the Woman in Your Life is disgusted by your smell.

This ad, which is from the Duke University site "Ad Access" (which has a lot of cool old ads) also has something that's unusual for the era - a photograph. These types of ads usually had illustrations, probably because it's easier for an artist to capture just the right expression, but this photo is just perfect - her expression couldn't be better. It's a combination of repulsion (at how badly this guy smells) and a wistful sadness that both of them are losing out on love.


I really don't know exactly when the term "B.O." became popular, but I remember hearing it when I was a kid. It meant "Body Odor". And the more I look at this ad, and imagine the story, the sadder it all becomes, because it really is true for a lot of guys even today. No one will tell them, not even their best friends. I'm inclined to think that as his fiance turned away she never actually said, "I may be dizzy as a doughnut for you, dearest, but have you ever considered taking a bath, and maybe wearing a clean shirt? You stink!"

This ad appeared in a newspaper, not just a women's magazine, so men would have at least had a chance to see it. Not that this kind of thing gets through to a lot of men, who consider it just "manly" and "rough and tumble" to smell bad, or any number of repulsive things that are fine for little boys, but not for men.


OK, I'm starting to sound like a commercial here, sorry about that, but I do like a story with a happy ending, and it's up to you. If you don't use Lifebuoy [and it's 1931] and you want to try it, send a clipping of this offer with your name and address to Lever Brothers Co., L-96 Cambridge, Mass. Two full-sized cakes will be sent to you without cost.


Images from the Duke University Library Digital Collections.
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