Life, 1921-11-03 · page 25 of 34
Life — November 3, 1921 — page 25: what you’re looking at
What you’re looking at
This is primarily a **toothpaste advertisement**, not satire. The page promotes Pepsodent, a "new-day" dentifrice, using pseudo-scientific marketing language popular in early 20th-century advertising. The illustration shows a romantic couple (unclear if caricatured figures or generic imagery) to appeal to consumer vanity—the implicit promise that better teeth improve attractiveness. The text employs then-common marketing tactics: claiming revolutionary "scientific" discoveries about "film" (plaque) on teeth, promoting a 10-day trial, and listing five supposedly proven benefits (increased saliva, alkalinity, starch digestion, whiteness, and beauty). For modern readers, the notable aspect is the **credulous pseudo-science**—claims presented as medical fact that would face regulatory scrutiny today. The coupon offer represents early direct-response advertising. This reflects early 1900s consumer culture where manufacturers could make expansive health claims with minimal oversight.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
It Pays to Obey the new laws on teeth cleaning Dental science, after years of re- search, has set down some new laws on teeth cleaning. Authorities advise them almost the world over. Leading dentists every- where are urging their adoption. Mil- lions of people already know the bene- fits. Old methods have proved inadequate. Tooth troubles have been constantly in- creasing. Clean, glistening teeth have been rarities. You owe yourself this ten-day test to see what the new way does. The war on film One great object is to fight the film. Film is that viscous coat you feel. It clings to teeth, gets between the teeth and stays. The tooth brush, used in old ways, leaves much of that film intact. Then night and day it threatens serious dam- age. Most tooth troubles are now traced to film. « Film absorbs stains, making the teeth look dingy. Film is the basis of tartar. It holds food substance which ferments and forms acids. It holds the acids in contact with the teeth to cause decay. Germs breed by millions in it. They, with tartar, are the chief cause of pyor- rhea. So no tooth matter is of more importance than daily film removal. Film combatants Dental science has found at last two effective film combatants. Authorities have proved them by many careful tests. A new-day tooth paste has been per- fected, called Pepsodent. It avoids past mistakes and meets modern require- ments. These two film combatants are embodied in it. So every application fights the film in two efficient ways. This Test will show five effects We offer here a ten-day test. It will be a revelation. You will see and feel five great ef- fects which old ways do not bring you. You will realize the effect on film. You will see teeth highly polished, so film less easily ad- heres. In addition, these effects will come. And modern research proves all of them essential. The salivary flow will be multiplied. That is Nature's great tooth-protecting agent. The starch digestant in saliva will increase several fold. That is there to digest starch de- posits on teeth, which may otherwise ferment and form acids. The alkalinity of the saliva will be multiplied. That is Na- ture’s neutralizer for acids which cause decay. Every application brings those five desired effects. To- gether they will bring you a new conception of clean teeth. Watch them whiten Send the coupon for the 10- Day Tube. Note how clean the teeth feel after using. Mark the absence of the viscous film. See how teeth whiten — how they glisten—as the film-coats disappear. Watch the new beauty that comes to the teeth. Learn the new feeling of cleanliness. A few days will convince you that this new method is essential, both to you and yours. Cut out the coupon now. 10-Day Tube Free “ THE PEPSODENT COMPANY, Dept. 344, 1104 S. Wabash Ave., Chicago, III. Mail 10-Day Tube of Pepsodent to Pepsadént REG.U.S. The New-Day Dentifrice A scientific film combatant, bringing five desired effects. Ap- proved by authorities and now advised by leading dentists everywhere. Supplied by druggists in large tubes. Only one tube to a family 23 comicbooks.com