Judge, 1927-03-12 · page 23 of 36
Judge — March 12, 1927 — page 23: what you’re looking at
What you’re looking at
This is a **Listerine advertisement**, not a political cartoon. The page promotes Listerine mouthwash as an inexpensive facial astringent—a skincare product meant to tighten pores and firm facial muscles. The ad targets women frustrated by high cosmetic prices, positioning Listerine as an affordable alternative. The accompanying photograph shows a woman's profile, likely meant to demonstrate the product's purported skin-tightening effects. **Historical context a modern reader should know:** This represents early 20th-century advertising's aggressive marketing of medicinal products for non-medical purposes. Listerine was originally an antiseptic mouthwash; this ad repurposes it as a beauty treatment. Such cross-marketing and broader health claims were common before strict FDA regulations. The ad's emphasis on affordability and instant visible results reflects period marketing tactics targeting cost-conscious consumers, particularly women.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
ASTRINGEN <a INEXPENSIVE Here’s good news for any woman who has rebelled at paying the re- markable prices usually charged for astringents. Listerine is a natural astringent, neither too harsh nor too weak. One that is for all types of skin, yet ridiculously low in cost. After removing the cream you merely douse it on the face full strength. Dilute if you prefer. You can feel it firmly closing the pores. You can feel it draw up sagging muscles. Your entire face is stimulated. You look—and feel —younger. So many women have told us how delighted they are with Lis- terine used this way that we want you to know about it. Lambert Pharmacal Company, St. Louis, U.S.A. comicbooks.com