It is doubtless true that many an advertising campaign has been successful in selling something in a big way just because it had a clever catch phrase. In his column, Hard Lines and Old Times, published in the Rutland Daily Herald (Rutland, Vermont) of Thursday 18 th November 1937, the Vermont author Walter Hard (1882-1966) reacted negatively to the advertising campaign’s catchline: Or send coupon below and 25¢ for convincing “proof” offer. Stay clean with Gem! One dollar buys a Gem Razor with 5 blades, handsomely cased, at all dealers. You get cleaner shaves and far more of them to each blade. This edge is stropped 4840 separate times to increase keenness. The Gem Micromatic Blade is made of 50% thicker surgical steel and so can be given a deeper beveled edge. All one piece, Gem is the world’s easiest razor to use. Its built-in, face-fitting bevel hugs every facial contour compels the long, smooth, gliding stroke of the master barber shaves at the one correct angle, clean and close at the dermal line. Note this well: A Gem Blade in a Gem Razor guarantees shadowless shaves which last to the end of the longest day!įor the Gem Micromatic Razor is scientifically right. There’s no denying that! It’s caused directly by using inefficient shaving instruments which merely “top” the beard. “5 O’clock Shadow”-that unsightly beard growth which appears prematurely at about 5 P.M., looks bad. Let down a little in your personal appearance and it’s just human nature for others to surmise that things aren’t so good with you! For example, the following advertisement was published in Life (New York City, New York) of Monday 6 th September 1937:ĭON’T LET “5 O’clock Shadow” START A WHISPERING CAMPAIGN The phrase first occurred-as 5 o’clock shadow-in 1937 as the catchline of an advertising campaign for Gem Micromatic Razor and Blades. Of American-English origin, the phrase five o’clock shadow, also 5 o’clock shadow, denotes the beard growth which becomes visible in the late afternoon on the face of a man who has shaved earlier in the day.
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