Judge, 1927-03-12 · page 22 of 36
Judge — March 12, 1927 — page 22: what you’re looking at
What you’re looking at
This page is **entirely an advertisement**, not political satire or a cartoon. It's a vintage Listerine mouthwash ad promoting the product as an after-shave treatment. The large photograph shows a smiling man applying the product to his face, demonstrating the advertised benefits: cooling sensation, antiseptic protection against razor burn and infection, and an "invigorating" feeling. The ad copy emphasizes Listerine's dual function—oral hygiene product *and* post-shave treatment—and includes a small testimonial note about user retention ("They stick to it!"). The Lambert Pharmacal Company branding is clearly displayed. This represents early 20th-century advertising strategy: repurposing existing products for multiple purposes and using aspirational masculine imagery to market grooming products to male readers of *Judge* magazine.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
DELIGHTFUL Here is a new treat for you. As bracing as the wind—as exhilarat- ing as a shower bath. Listerine after shaving. Simply douse on the face full strength. Immediately it sets you up. Your whole face feels cool, soothed, yet invigorated. There is an amazing sense of exhilaration you'll like. If the razor scrapes, Listerine stops the smarting. If the face burns, Listerine cools it. And you are left with a nice feeling of safety —for Listerine contains antiseptic ingredients that lessen the danger of infection. Just try Listerine this way the next time you shave. We'll wager you will be as delighted as those happy ones who have written us letters about it. Lambert Pharmacal Company, St. Louis, U.S. A. comicbooks.com —