Judge, 1927-08-27 · page 2 of 36
Judge — August 27, 1927 — page 2: what you’re looking at
What you’re looking at
# Analysis This is primarily a **Listerine advertisement**, not political satire. The page uses a melodramatic noir-style scene showing what appears to be three figures in dark clothing and hats—suggesting criminals or suspicious characters in a dramatic confrontation. The ad's central claim: halitosis (bad breath) damages business, courtship, and social standing. The tagline "don't fool yourself" warns that only daily Listerine use prevents this social catastrophe. The dramatic imagery is deliberate—the ad equates bad breath with criminality or moral failure, employing fear-based marketing common to early 20th-century advertising. The small text mentions halitosis surveys and positions Listerine's antiseptic properties against bacteria. This reflects period attitudes treating hygiene as a moral/social obligation, with advertising using shame as motivation.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
dont fool yourself Halitosis easy to prevent Nothing retards you in business, is So effective, it destroys even the courtship and society like a real lalitaci owerful onion odor, Listerine case of halitosis Con leasant Had Halitosis rakes short work of milder. but Ss 1 Li y : . . P so street car ee breath). It is a continual offense conductors, no less unpleasant odors arising meeting the public. ai : —and needless, too. close range every day in the mouth. of the year, said thas Since you, yourself, can never St three tenis by And the antiseptic essential ae halitosis, Who should rs é tell when you have _halitosis, know better than oils combat the action of bac- the only way to be sure of not Face to face teria in the mouth. It’s a good offending is to rinse the mouth evidence idea to keep a bottle handy in with Listerine every day—especially before home and office. Lambert Pharmacal Co., any close personal contact. St. Louis, U. S. A. LISTERINE IS THERE ANY? —the safe antiseptic What is the point of paying more when Listerine Tooth Pasteisa scientifically cor- rect dentifrice and sells for 25¢ for a large size tube? comicbooks.com