Life, 1919-09-18 · page 39 of 48
Life — September 18, 1919 — page 39: what you’re looking at
What you’re looking at
This page contains two distinct sections: **Left side:** A book review in verse of "The Haunted Bookshop" by Christopher Morley. The reviewer satirizes the plot—a spy hiding a bomb in a Carlyle book, romance between characters, and implied criticism of Morley's gentle mockery of literary conventions. The tone is playfully dismissive of the novel's contrivances. **Right side:** A Pepsodent toothpaste advertisement claiming scientific superiority. The ad emphasizes that teeth discolor due to "film" (plaque buildup), and that Pepsodent—uniquely formulated with pepsin—dissolves this film better than ordinary toothpaste. The copy appeals to modern dental science, citing laboratory tests and endorsement by dental authorities. A coupon offers a free 10-day sample tube. The advertisement reflects early 20th-century marketing strategies: pseudo-scientific language, claims of breakthrough discovery, and appeals to professional authority to build consumer confidence in a mass-market product.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
es id ith aerate a) Rhymed Reviews The Haunted Bookshop ; cy. Doubleday By Christo, Morley. Doubleday, e & Co.) carriages pervade A Borouzh, often libeled sorely, brewd Roger Mifflin plies his trade Of selling books approved by Morley fod talks, as only bookworms can, To Aubrey Gilbert, while the latter, B ito seems 10 be a nice young man, Devises advertising matter. This Gilbert soon neglects his work, Developing a chronic mania for Roger Mifflin’s blue-eyed clerk, A charming lady called Titania. for her he proves a paladin ; No dangers daunt, no toils fatigue him; He shows but one besetting: sin The names of certain books “in trigue ” him. Now comes a dreadful German spy. Who thinks a box to hide a bomb well bould seem to be a volume by One T. Carlyle concerning Cromwell, The bomb explodes, the quartos rare Are scattered wide; the villains perish The good survive: the lovers swear To honor, love, obey and cherish. The dreadful thought obsesses one That this young whipper-snapper, Mor- ley, latends to poke a little fun At sundry novels written yorely. Well, any alienist, I'd say, Would class as mentally defective The criminal of tale and play, And Fiction’s amateur detective Arthur Guitorma: THE POINT OF VIEW JOUNNY WATKINS, VE MIGHT 41 WELLCOME OUT O° THERE NOW AS LA Pretty Teeth Are White Teeth— Free From Film All Statements Approved by High Dental Authorities Film is What Discolors HEN teeth discolor it means that film is pres- ent. That slimy film which you feel with your tongue is a stain absorber. When tartar forms it is due to the film. The film clings to the teeth, gets into crevices and stays. Re- move that film and teeth will glisten in their natural whiteness. Film causes most tooth troubles. 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. The tooth brush alone does not end film. The ordinary tooth paste does not dissolve it. That is why the old-way brushing fails to save the teeth. Dental science, after years of searching, has found a way to combat thar film. Many clinical tests under able authorities have proved it beyond question. Leading dentists everywhere now urge its daily use. The method is embodied ina dentifrice called Pepsodent. And we are supply- ing a ten-day test free to anyone who asks. Watch the Teeth Whiten We ask you to send the coupon fora 10-Day Tube. Use like 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. It will bea revelation. Pepsodent is based on pepsin, the digestant of albumin. The film is albu- minous matter. The object of Pepsodent is to dissolve it, then to constantly com- bat it. Until lately this method was impossible. Pepsin must be activated, and the usual agent is an acid harmful to the teeth. But science has discovered a harm- less activating method. It has been submitted to four years of laboratory tests. Now pepsin, combined with other Pepsodent ingredients, gives us for the first time an efficient film destroyer. It is important that you know it. To you and yours it means safer, whiter teeth. Cut out the coupon — now, before you forget it—and see the effects for yourself. Pepsaodent REGUS. The New-Day Dentifrice A Scientific Product—Sold by Druggists Everywhere Ten-Day Tube Free THE PEPSODENT COMPANY, Dept 1104 S. Wabash Ave., Chicago, Ill Mail 10-Day Tube of Pepsodent to Send the Coupon for a 10-Day Tube Note how clean the teeth feel after using. Mark the absence of the slimy film. See how the teeth whiten as the fixed film disappears. an Address Name comicbooks.com