Life, 1913-04-17 · page 51 of 52
Life — April 17, 1913 — page 51: what you’re looking at
What you’re looking at
This is **not a cartoon or satire**—it's a straightforward commercial advertisement for Pebeco toothpaste, placed in *Life* magazine. The ad features a close-up photograph of a smiling woman's face, emphasizing white teeth. The marketing pitch claims Pebeco is superior because it addresses "acid-mouth"—the supposed scientific cause of 95% of tooth decay. By stimulating saliva flow, the product supposedly counteracts mouth acids. The ad employs early 20th-century advertising tactics: pseudoscientific claims, a call for a free trial with "acid-test papers," and appeals to both vanity (whitening) and health (decay prevention). The German manufacturer (P. Beiersdorf & Co.) and New York distributor (Lehn & Fink) suggest an imported, premium product. For modern readers, the notable element is the era's credulous acceptance of vague medical claims and the product's emphasis on "scientific" superiority without rigorous evidence by today's standards.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
As an attractive smile is 99% sound white teeth— the ideal dentifrice should combine beautifying effect with scientific prevention of tooth decay. In other words, since mouth-acidity is recognized as the cause cf 95% of decayed teeth, choose your dentifrice for its ability to overcome “acid-mouth’’ as well as for its cleansing virtue. PEBECO TOOTH PASTE is the one dentifrice that is scientifically made to preserve the teeth as well as cleanse them. By stimulating a greater flow of saliva—Nature’s protec- tion, Pebeco counteracts the excess of mouth-acids that gradually weaken the enamel until the decay-germs complete the tooth’s destruction. Pebeco also does all that ordinary dentifrices do in beautifully whitening the teeth, purifying the breath and polishing gold fillings; and does it with the most delightful sensation of revitalization and refreshment. Write for Free Trial Tube and Acid-Test Papers See if you are one of the nine out of ten people who suffer from ‘‘acid-mouth"* and how this is overcome by Pebeco. Pebeco is prepared in the hygienic laboratories of P. Beiers- dorf & Co., Hamburg, Germany, and is sold in extra-large $0c tubes everywhere. As only one-third brushful is used ata time, Pebeco is very economical. LEHN & FINK, Manufacturing Chemists 108 William Street, New York Producers of Lehn @& Fink's Riveris Taleum comicbooks.com