Life, 1915-07-08 · page 37 of 44
Life — July 8, 1915 — page 37: what you’re looking at
What you’re looking at
This page is primarily a **commercial advertisement**, not satire or political commentary. It promotes Listerine antiseptic mouthwash by the Lambert Pharmacal Company, with laboratories in St. Louis and Toronto. The illustration depicts a woman at a summer social gathering (picnic or outdoor party visible in background). The advertisement's pitch: Listerine is essential summer equipment for personal hygiene and dental care. The copy emphasizes multiple uses—mouthwash, body cleansing, wound care, and post-shaving antiseptic. Notably, the ad includes a patriotic appeal: "Made and Owned in America," likely reflecting early 20th-century American consumer preferences during a period of nationalist sentiment. The pricing (15¢–$1.00) and promise of broad availability suggest mass-market positioning. The "Safe Antiseptic" subtitle reflects era-appropriate marketing emphasizing safety and scientific credibility—common advertising strategies for patent medicines and toiletries of this period.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
os Whether at home or away, your Summer equipment should include a bottle of LISTERINE (The Safe Antiseptic) Listerine is excellent for personal hygiene. A small quantity applied with a damp sponge or cloth will impart to the body a refreshing feeling of cleanliness. Listerine should be your choice of all preparations for the preservation of Your Teeth Use Listerine on your tooth brush; then rinse your mouth with diluted Listerine. Pi Listerine will overcome acid conditions in the mouth, and cleanse By ak LOUIS, MOnUy those surfaces of the teeth which the brush cannot reach. y Listerine is the best first aid in small accidents. It will relieve skin irritations. It is an agreeable antiseptic after shaving. Sold everywhere in original packages. Round bottles; brown wrapper. Four sizes: 15c—25c—50c—$1.00 Made and Owned in America Lambert Pharmacal Company . Laboratories : St. Louis Toronto ; / \ , comicbooks.com