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Life, 1919-07-10 · page 39 of 50

Life — July 10, 1919 — page 39: what you’re looking at

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Life — July 10, 1919 — page 39: Life, 1919-07-10

What you’re looking at

**Left Column — "Our Mad, Mad Morals":** This is satirical dialogue mocking excessive American moral reformism of the Prohibition era (likely 1920s). A man returning from Mexico after four years finds society transformed by activist organizations: the Society for Prevention of Cruelty to Animals has eliminated meat; Prohibition has banned alcohol; the "Society for the Elevation of Stage Morals" has censored entertainment; and a "League for the Suppression of Unnecessary Nonsense" has outlawed vaudeville. The joke is that well-intentioned moral crusades have eliminated all pleasure from civilization—reducing citizens to vegetables, lemonade, and lectures on protoplasm. The cartoon below (showing a mother protecting a fly) darkly extends this: even killing insects now violates "humane" principles. **Right Column — Pepsodent Advertisement:** This is a straightforward early toothpaste ad claiming a new "film-dissolving" technology using pepsin, approved by dental authorities. It occupies most of the page and offers a free 10-day trial tube. The juxtaposition is ironic: amid satire about excessive moral restriction, a commercial promises scientific liberation through better dental hygiene.

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Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.

Ee 91 Our Mad, Mad Morals To Those Who Want “LJELLO, Henry! Here I am!” “ Well, old man, where did you come from?” “Just back from the wilds of Mex- co. Four years since I've seen a newspaper. Come and help me ccle- brate my home-coming.” “Why, of course! I'll take the after- noon off and—" “Come along now. I'm simply fam- ished for a porterhouse steak, an inch thick—" “My dear fellow, don’t you know that there is no such thing as steak? The Society for the Prevention of Cruelty to Animals took that in hand long ago. We have neither fish, flesh nor fowl on our tables to-day.” “Great Caesar! What do you cat, then?” “ Vegetables, milk and an occasional egg. had as it sounds—” “We'll have to make the best of it, and fill up on liquids.” I know a place nearby my dear man, with Not so T suppose * Certainly. where they make delicious lemonade and tea.” “Who wants lemonade and tea at a celebration? I'm going to order a quart of champagne—” “Oh, no, you're not! No wines or liquors. The country is bone-dry from Gulf to Lakes and from Ocean.” “What? we can. Ocean to Well, we must do the best After we've had lunch we will go to a matinee and see a jolly Musical Comedy. “Impossible! = Musical Comedies have been put under the ban by the Society for the Elevation of Stage Morals. We might go to an illustrated lecture on ‘Protoplasm,’ however. 1 think that is the only amusement open this afternoon.” “Do you mean to tell me that there is no vaudeville?” I do. You see, the League for the Suppression of Unnecessary Nonsense ye WHY HUMANE LITTLE ROBBIE’S MOTHER MISSED THE FLY-SWATIER Your teeth are not rightly cleaned if |they discolor or decay, if tartar forms or | pyorrhea starts. You may brush them twice daily, but |the great tooth wrecker—a slimy film—is | not being ended by it. The cause of most tooth troubles is an ever-present film. You feel it with your tongue. That is what discolors—not your teeth. It is the basis of tartar. It holds food substance which ferments and forms acid. It holds the acid in contact with the teeth to cause decay. Millions of germs breed in it. They, with tartar, are the chief cause of pyorrhea. We ask you to try it, to watch its effects, then look at your teeth in ten days. It will change all | your ideas on teeth cleaning. Pepsodent is based on pepsin, the digestant of |albumin. The film is albuminous matter. The | object of Pepsodent is to dissolve it, then to con- stantly combat it. This way is made possible by a new discovery. A harmless method has been found to activate the pepsin. Five governments have already granted patents. The old activating agent was an acid, harmful to the teeth. And pepsin must be activated. REG.U.S. The New-Day Dentifrice A scientific tooth paste based on activated An efficient film combatant, now endorsed tists everywhere and sold by druggists in large tubes. PAT. OFF. Pepsadéent by Cleaner Teeth All Statements Approved by High Dental Authorities You Must Remove the Film So it is that film, not merely food debris, which the tooth brush must combat. The tooth brush alone is inadequate. The film is clinging. It gets into crevices, hardens and stays. The old methods of teeth cleaning fail to dissolve it. Dental science, after many years of searching, has found a way to combat it. Able authorities have proved this fact by convincing clinical tests. Leading dentists everywhere accept it. This way is now embodied in a denti- frice called Pepsodent. And we gladly supply a 10-Day Tube for any one to test. A Ten-Day Revelation We urge you to prove Pepsodent as dentists prove it—by actual application. See the results, read the reason for them, and decide for yourself about it. Send the coupon for a 10-Day Tube. Use iike any tooth paste. Note how clean the teeth feel after using. Mark the absence of the slimy film. See how teeth whiten as the fixed film disappears. Do this for your sake and your children’s sake. Learn the better way to clean teeth. The results will show you very quickly that this way is right. Cut out the coupon now. Ten-Day Tube Free THE PEPSODENT CO., Dept. S81, 1104S. Wabash Ave., Chicago, IL Mail Ten-Day Tube of Pepsodent to Name psin. den- Address__ (188)