Judge, 1927-05-21 · page 20 of 36
Judge — May 21, 1927 — page 20: what you’re looking at
What you’re looking at
This is a **Listerine advertisement**, not a political cartoon or satire. It occupies page 18 of Judge magazine and promotes Listerine mouthwash as a dandruff treatment. The ad features a black-and-white photograph of a shoulder showing dandruff flakes, positioned dramatically to emphasize the "problem." The headline "AT THE FIRST CHECK IT!" frames dandruff as a social embarrassment requiring immediate action. The text recommends applying full-strength Listerine directly to the scalp and massaging thoroughly for at least a week. It promises the scalp will feel "clean, cool and refreshed" and that hair will be easier to comb and manage. A free booklet titled "Evidence" is offered to readers who write the Lambert Pharmacal Company in St. Louis. This reflects early 20th-century advertising's use of social anxiety—particularly around visible bodily conditions—to market consumer products. The appearance suggests this is vintage advertising rather than editorial content.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
AT THE FIRST | CHECK IT! Even the mention of dandruff makes you wince. And those telltale flakes on your shoulder are a real calamity. Naturally, you want to end this condi- tion as quickly as possible. And now loose dandruff (epithelial debris) can be con- trolled; an easy matter, too. Simply douse Listerine on the scalp full strength and massage thoroughly. Keep it up systematically for at least a week—and longer in stubborn cases. In almost every instance results will delight you. It’s really a pleasure to use Listerine this way. Your scalp feels so clean, cool and re- freshed. Your hair is so easy to comb and staysin place sonicely. And it is safe—Lis- terine does not discolor it or leave it gummy. FREE—One copy “Evidence,” a book thateveryonewho has ever suffered from scalp trouble will want to read. Address Dept. D., Lambert Pharmacal Co., St. Louis, Mo. comicbooks.com