Judge, 1927-07-23 · page 2 of 36
Judge — July 23, 1927 — page 2: what you’re looking at
What you’re looking at
This is a **Listerine advertisement**, not political satire. The page uses social shame as a marketing tactic, depicting an "unwelcome" scenario where a well-dressed man and woman appear to reject a third person at a doorway. The headline "UNWELCOME! DANDRUFF IS AVOIDABLE" directly equates visible dandruff with social humiliation and exclusion. The ad's message is that dandruff causes rejection in social situations—a common advertising strategy of the era that weaponized anxiety about appearance and hygiene. By using Listerine (marketed as a scalp antiseptic), readers are promised they'll avoid becoming a social pariah. This reflects vintage advertising's reliance on shame and fear to drive product sales, particularly for personal hygiene items.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
UNWELCOME! DANDRUFF IS AVOIDABLE HAT do all your graces and charms amount to if you have dandruff? Not much. Today, dandruff is an unpardonable social offense. You can’t afford to be careless about this condition which humiliates you and dis- gusts your friends. After all, it’s now no trick to prevent loose dandruff. You simply douse Listerine, the safe antiseptic, on your scalp full strength and massage thoroughly. Keep it up for several days and LIS then note results. You will be delighted. And even in the most stubborn cases there is usually improvement. While you are using Listerine this way, your head and hair will feel simply great, for in addition to itswonderful cleansing action, Listerine has a cooling effect upon the scalp. If you have any evidence of dan- druff, start using Listerine today. You will never regret it. Lambert Pharmacal Company, St. Louis, Mo. get along together comicbooks.com