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Life, 1922-09-07 · page 41 of 44

Life — September 7, 1922 — page 41: what you’re looking at

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Life — September 7, 1922 — page 41: Life, 1922-09-07

What you’re looking at

This page contains three distinct pieces: **Left side: Listerine Advertisement** — A pseudo-psychological pitch targeting "sensitive persons" about halitosis (bad breath). It exploits social anxiety about personal hygiene as a marketing tactic, claiming Listerine mouthwash solves the problem. This reflects 1920s-30s advertising's invention of consumer insecurities. **Center: "Ballade of the Unfortunate Fisherman"** — A humorous poem about a fisherman who travels worldwide (Maine, Rhine, Seine) seeking good fishing, only to be repeatedly told by locals, "Somehow it ain't so good this season." The joke satirizes how people blame external conditions rather than admitting failure—a universal human tendency. **Right: Jim Henry's Column** — An essay questioning whether advertising claims are believable, specifically doubting whether Mennen shaving cream really works as advertised. It's meta-commentary on advertising credibility—asking readers to think critically about marketing promises. Together, these pieces critique consumer culture and advertising's manipulation tactics.

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

ur rill es nkled fire utiful duced drift- nating nthe green ER Feats saser Are you a sensitive person? ATURALLY, you are. Every person of culture and refinement possesses those finer sensibilities that mark the gentle- man and gentlewoman. And particularly are such people sensitive about the little personal things that so quickly identify you as a desirable associate—socially or in business. Attention to the condition of your breath ought to be as systematic a part of your daily toilet routine as the washing of your face and hands. Yet how many, many men and women neglect this most important precau- tion! The reason is a perfectly natural one. Halitosis (or unpleasant breath, as the scientific term has it) is an in- sidious thing you may be troubled with and still be entirely ignorant of. Your mirror can’t tell you. Usually you can't tell it yourself. And the subject is too delicate for your friends —maybe even your wife or husband— to care to mention to you. So you may unconsciously offend your friends and those you come in intimate contact with day by day. Halitosis (unpleasant breath) is usual- ly temporary, due to some local condition. Smoking often causes it, the finest cigar becoming the offender even hours after it has brought the smoker pleasure. Again, halitosis may be chronic, due to some or- ganic disorder which a doctor or dentist should diagnose and correct. Most forms of halitosis, however, may tasily be overcome by the regular use of Listerine, he well-known liquid antiseptic, as a gargle and mouth-wash, Listerine possesses unusually effective Properties as an antiseptic. It quickly halts food fermentation in the mouth and dispels .the unpleasant halitosis incident to such a condition. yourself with a bottle today, ieve yourself of that uncomfortable uncertainty as to whether your-breath is sweet, fresh and clean.—Lambert Phar- macal Company, Saint Louis, U. S. A. * LIFE . Ballade of the Unfortunate Fisherman ITH native guide, and hook and line, I’ve angled in the lakes of Maine; I’ve fished in the historic Rhine, I’ve tried it in the River Seine. And when my efforts all were vain, And meekly I’ve inquired the reason, The Man Who Lives There would explain: “Somehow it ain’t so good this season.” “Now, last year, say—” spine Thrills as they tell of that cam- paign; But this year fish no longer dine— Too dry, perhaps, or too much rain. I’ve sat for days—I’ve knelt and lain— In perfect silence watched my P’s an’ Q's, but caught this same refrain: “Somehow it ain’t so good this season.” one’s very On trails of very lonesome pine, In lands of waving sugar cane, The selfsame fortune has been mine— Experience is all I gain. Wherever travels boat or train, At every lake whose banks have trees on, They always say, when I complain: “Somehow it ain’t so good this season.” L’Envoi Prince—if a Prince thou art—and deign To notice verse that’s halt and wheezin’, Forgive the bard his wearied brain— Somehow it ain’t so good this season, G. S. K. Concerning Diplomats IPLOMATS are of two kinds— professional and amateur. Nearly everybody has it in him to be an amateur diplomat, but it takes an exceptional man to be a profes- sional diplomat and get away with it. One of the first requisites of a professional diplomat is to be able to say, “The incident is closed,” in a convincing way. This is something utterly beyond the powers of the amateur diplomat. The amateur diplomat never dreams of saying an incident is closed until it is closed, and then it is hardly necessary. The amateur has to be content to say, “The inci- dent is less wide open than it was yesterday,” or “The incident is ajar.” Fortunately, we are not compelled to believe the amateur diplomat even when he tells the truth, F, W, Jim Henrys Column Do you believe me ? An advertising expert told me the other day that if every man who reads my stuff should believe it and act upon it, the avalanche of orders would probably put Mennen out of business. I guess he’s right. Imagine my whole audience of ten million men all deciding overnight that they wanted Mennen’s! I’m puzzled. I’m wondering how many of you fellows do believe me—how many of you I can get to confess a genuine interest in Mennen Shaving Cream. I wonder how many of you I can get to gamble a dime to prove to your everlasting satisfaction one of two things. Either I am the possessor of a high speed imagination— or Mennen’s is the greatest preparation ever produced for reducing a growth of he- bristles to a state of pitiable non-resistance. Either you believe me or you don’t. If you do, you probably belong to the select class of men who are enjoying a blithesome Mennen shave every morning of their lives. Now, if you are in doubt, why not at least put it up to me to prove my case? Forget reason, prejudice or habit and act on your regular-fellow instinct. Obey that impulse and send me a dime for my big demonstrator tube and dare Mennen’s to give you the kind of shave you've always wanted. Dare it to flower into the most gorgeous bank of lather that’s ever decorated your facial landscape. Settle once for all this question of my veracity by using three times as much water as usual—and try cold water if you like it. Let your razor sink into the snow drift and dare it to give you the best shave you ever had in your life. That’s all I want. T'll go you one step further. When I get your dare-devil dime, I’ll send you along a sample can of Mennen Talcum for Men— a real man’s talcum for after shaving or bathing. It’s fine for the skin—and it doesn’t show. If you're a sport, come through. ° ne Heng. (Mennen Salesman) THe Mennen Company Newarn, Md. USA. comicbooks.com