Judge, 1928-04-28 · page 29 of 36
Judge — April 28, 1928 — page 29: what you’re looking at
What you’re looking at
This is a **Listerine antiseptic advertisement**, not satire or political commentary. The ad targets women dieters of the era, exploiting anxieties about weight loss and health. The ad's rhetorical strategy plays on period concerns: women pursuing restrictive "canary bird" diets and strenuous exercise are portrayed as physically weakened and vulnerable to serious throat infections. The bedside scene depicts a woman ill in bed, implying that neglecting sore throats can become dangerously serious. The pitch is essentially fear-based marketing—using the vulnerability of "reducing women" (those attempting weight loss) to promote Listerine as preventative medicine. The ad claims the antiseptic can halt colds and sore throats before they develop into complications, with an appeal to consult physicians if improvement isn't rapid. The mention of Listerine Tooth Paste's sales success ("another record") suggests this was a trusted brand with multiple product lines in the interwar period.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Sore throat’s easiest victims— reducing women! Neglecting a cold or sore throat is dangerous business for anyone doubly dangerous for reducing wom- en weakened by strenuous exercises and “canary bird” diets. For both colds and sore throats often lead to serious complications if not treated immediately. Look upon throat irritation as a warning, and at the first sign of it gargle repeatedly with Listerine, the safe antiseptic, used full strength. If rapid improvement is not ap- parent, consult your physician Time and t again, howe’ Listerine has checked colds and s throats before they had a chance to become serious. Certainly, this pleasant precau tion is worth taking during winter nia are a constant threat. Lambert Pharmacal Co., St. Louis, Mo., U.S. A. c~More than 50 diseases: their beginning of development in IROAT and nose. Some, of mild ter, yleld to an antiseptic. Oth. ers, more serious, do not. At the first sign of an irritated throat, gargle fre- quently with Listerine, and if no im- Provement ts shown, consult a physt- clan Another record! Last month another record for Listerine Tooth Paste at 25c the large tube! A first class denti- frice at asaving. LISTERINE -the safe antiseptic comicbooks.com