Life, 1923-07-05 · page 32 of 40
Life — July 5, 1923 — page 32: what you’re looking at
What you’re looking at
This page from *Life* magazine (undated, but stylistically early 20th century) is primarily **advertising and humor content**, not political cartoons. The dominant feature is a lengthy **Listerine advertisement** using a narrative approach—a man suffers social rejection due to bad breath ("halitosis"), discovers the product through advertising, and suddenly gains confidence and friends. This represents the era's emerging advertising strategy: creating social anxiety to sell solutions. The page also contains several **short humorous anecdotes** about everyday life: a Nevada miner's underwhelmed reaction to New York City; a nervous English lawyer's cat; an absent-minded professor; a father rejecting his son's literary ambitions unless he adopts an exotic name; and various other brief jokes. **For modern readers**: These jokes rely on now-dated assumptions about class (literary careers as pretentious), gender roles, and social propriety. The Listerine ad is notable as an early example of **shame-based marketing**—selling products by manufacturing social insecurity rather than emphasizing product benefits.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
An advertisement that dared to be frank INALLY, one day it dawned upon him. A magazine advertisement brought him the truth—the truth that his friends had been too delicate to mention. The advertisement talked about halitosis (the scientific term for un- pleasant breath) and about how hali- tosis may so often be overcome by the simple use of Listerine as a gargle and mouth-wash. The message made him think, And the incident wrought quite a change in him. Immediately he seemed to have better command of himself— more poise, self-confidence and assur- ance—and more friends! Listerine advertising has done the same thing for many people. Fas- tidious men and women everywhere, in fact, are making the regular use of Listerine as a gargle and mouth-wash a regular part of their daily toilet routine. It is an interesting thing that this well-known antiseptic that has been in use for years for surgical dressings, possesses these peculiar properties as a breath deodorant. It halts food fer- mentation in the mouth and leaves the breath sweet, fresh and clean. Your druggist will supply you with Listerine. It has dozens of different uses as a safe antiseptic and has been trusted as such for half a century. Read the interesting little booklet that comes with every bottle—Lambert Pharmacal Company, Saint Louis, U.S. A. LIFE OUR. FOO CONTEMPO ee a Speaking of Mining Camps Peter B. Kyne, who is going to leave California to live in New York, tells of a famous old “desert rat” who had been instigator of many booms around Tonopah in the old days. He finally struck it rich and came to New York for his first visit. He remained for several weeks, put up at the Waldorf and saw the sights. When he returned to Tonopah several old settlers asked him what he thought of the metropolis. “Well,” he said, “it looks to me like it was going to be a permanent camp.” —Altlanta Constitution. Slightly Nervous An English barrister, after a particu- larly trying day, came home with his nerves on edge, and at once sought refuge in his own study, well away from the noises of the household ma- chinery. He sat down by his fire and was gradually getting calmed down when the cat, which had been sitting there too, got up slowly and walked across the room. The master turned on her and said indignantly: “Now, what are you stamping around here for?” —Pittsburgh Chronicle-Telegraph. His Fallible Memory “I do not care to keep that dinner engagement to-morrow night,” said the absent-minded professor. “I shall forget about it.” But, absent-minded as usual, he forgot to forget, and was much chagrined to find himself being wel- comed by the host. —Kansas Agricultural Brown Bull. Otherwise Hadn’t a Chance “No, Frank,” thundered Papa Smith, a shrewd business man who read the magazines for cultivated readers, “not one penny for a literary career unless you take some name like Ossip Walik- itzky !"—Ladies’ Home Journal, Valuable Costumes “The costumes alone are worth a fortune.” “I've heard shows.” This is a troupe of performing seals.”"—Louisville Courier-Journal. that bunk about girl Breathes There a Man— Lariat Luxe: Have you any request to make before we send you to the Happy Huntin’ Grounds? Horse Turer: Yeah. I'd like to see America first—Youngstown Telegram. “Mawreuss, mei’ Gold, now our leetle Sarah is also engaged.” “Hang up a sign—‘Sold Oudt.’” —Fliegende Blatter (Munich). LIS Hf | WHY Vy vetveshes, exhilirates, builds you upin het weather Horsford’s quenches thirst quicke: because of its agreeable acidity in PHOSPHATES Supply vital 5 tonic properties especi: needed in summer, the nutriment the system must have, A teaspoonful makes the summer drink of fruit juices—or plain water—more cooling, delicious, wholesome. At druggists, Write for SPECIAL BOOKLET of valu- [ihe feformation about PHOSPHATES with recipes for delicious beverages, ices, punches, etc, Sent free. Address RUMFORD CHEMICAL WORKS PROVIDENCE, R.1. No posphar The Repeater “From your state of mind, as I un- derstand it,” said the Visitor to the Famous Actress, “you believe in getting married.” “I certainly do,” said the Actress. “Personally, I have been, am, and go- ing to be.”’—Richmond Times-Dispatch. “Wat would you call nerve?” “To take shelter in an umbrella shop during a storm and leave without buy- ing an umbrella.” —Kasper (Stockholm). Time to Re-tire? FISK comicbooks.com