Judge — April 11, 1925 — page 2: what you’re looking at

What you’re looking at

# Listerine Advertisement, Not Satire This page is a straightforward advertisement, not political satire or a cartoon. It promotes Listerine antiseptic mouthwash, produced by Lambert Pharmacal Company of Saint Louis. The ad features a large bottle of Listerine and includes the tagline "When an antiseptic is needed use Listerine, the *safe* antiseptic." The word "safe" appears emphasized in italics, likely addressing contemporary concerns about product safety—a relevant marketing point during an era when pharmaceutical regulation was less stringent than today. The company's international offices are listed (Toronto, London, Melbourne, Paris, Madrid, Mexico City), indicating Listerine's global distribution. This represents typical early 20th-century pharmaceutical advertising in American magazines.