Judge, 1928-07-28 · page 31 of 36
Judge — July 28, 1928 — page 31: what you’re looking at
What you’re looking at
This is primarily a **Listerine advertisement disguised as editorial content**, not political satire. The page uses fear-based marketing targeting early 20th-century workplace anxieties. **The "cartoon"** shows two businessmen in an office; the image suggests a job interview or employment discussion, visually supporting the text's claim that halitosis causes job loss. **The social reference** exploits genuine employment insecurity of the era—workers could be fired for vague reasons. The ad invents "halitosis" (bad breath) as a supposedly widespread, hidden liability affecting friendships and careers, particularly targeting women (noting "68 hairdressers state that about every third woman" suffers it). **The satirical/manipulative angle**: Judge magazine presents this as factual health advice while Listerine actually *created* halitosis as a medical condition to sell mouthwash. The phrase "Don't Fool Yourself" ironically urges readers to accept the product's claims uncritically. The page also advertises Listerine shaving cream, expanding the product line. This represents early 20th-century **advertising disguised as journalism**—a common Judge tactic.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
DONT FOOL YOURSELF Better to be safe than sorry when halitosis is involved. Employers prefer fastidious people .. « halitoxics not wanted. ORE and more, employers insist on hav- ing about them people who are fas- tidious. Sooner or later, those with halitosis are “‘let out.”” The true reason for discharge, however, is usually hidden under such phrases as ‘‘Incffi- cient,” “You can do better elsewhere,” “We need a more experienced person,” ete Realize these facts about halitosis. That, duc to modern habits, itis much more prevalent than is suspected. That it is a defin- alitosis may get you discharged especially before meeting others. Keep a bottle handy in home and office for this purpose Listerine ends halitosis instantly. Being anu- septic, it strikes at its commonest cause—fermen tation in the oral cavity. Then, being a powerful deodorant, it destroys the odors themselves If you have any doubt of Listerine’s powerful deodorant properties, make this test: Rub a slice of onion on your hand. Then apply Listerine clear Immediately, every trace of onion odor is gone With these facts before you, ite liability in friendships, af- fections and business. That youcan haveitand notknowit The one means of being sure that you are free from it is to rinse the mouth systematically fr with Listerine. Every morn- ing. Every night. And be- | tween times when necessary, {L than they? LISTERINE The safe antiseptic READ THE FACTS V3 had halitosis 68 hairdressers state that about y third woman, many of th m the wealthy classes, i toxic. Who should know better make up your mind to keep yourself on the safe, polite and popular side by using Lis- terine. Lambert Pharmacal Company, St. Louis, Mo., U.S.A Have You Tried the New Listerine Shaving Cream? Cools your skin while you shave and keeps it cool afterward. An outstand- ing shaving cream in every respect. comicbooks.com