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Life, 1923-11-15 · page 34 of 40

Life — November 15, 1923 — page 34: what you’re looking at

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Life — November 15, 1923 — page 34: Life, 1923-11-15

What you’re looking at

This page contains **primarily advertisements** mixed with editorial content, typical of Life magazine's format. The main visual satire is the **halitosis (bad breath) advertisement** featuring a distressed young woman. The accompanying story describes her humiliation upon overhearing girls discussing her unpleasant breath—a social anxiety the ad exploits to sell Listerine mouthwash. The pitch: bad breath is an invisible social liability that even close friends won't mention, so you must vigilantly guard against it through regular use of their product. This represents classic early 20th-century advertising psychology—manufacturing anxiety about social acceptability to drive consumer purchases. The page also continues an article about American football, with a British author's bemused observations about enthusiastic American fans. Additional advertisements promote Hair-Groom (hair product) and cigars. The "Perhaps they say it behind your back" headline exemplifies the paranoia-based marketing prevalent in this era.

📄 Transcribed text from this page (OCR, searchable)

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

LIFE “She overheard them talking and, sure enough, it was about her!” Perhaps they say it behind your back She had noticed something occasion- ally in other people—particularly in the case of one man who used to call on her and whom she had discouraged for just this reason. But never had she suspected that she, herself, might be guilty She was an extremely sensitive girl and even the thought of it would have humiliated her terribly. Imagine her consternation, there- fore, one afternoon when she happened to overhear several girls saying ex- actly this thing about her. It hit her like a thunderbolt! ee * That's the insidious thing about halitosis (unpleasant breath). You, yourself, rarely know when you have it. And even your closest friends won't tell you. Sometimes, of course, _halitosis comes from some deep-seated organic disorder that requires professional ad- vice. But usually—and fortunately— halitosis is only a local condition that yields to the regular use of Listerine as a mouth-wash and gargle. 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. So the systematic use of Listerine puts you on the safe and polite side. You know your breath is right. Fastidious people everywhere are making it a regular part of their daily toilet routine. Your druggist will supply you with Listerine. He sells lots of it. It has dozens of different uses as a safe antiseptic and has been trusted gs such for half a century. At this time of year Listerine is particu- larly valuable also in combating sore throat. Read the interesting little booklet that comes with every bottle—Lambert Pharma- cal Company, Saint Louis, U. S. A. Football in America (Continued from page 22) between none of which tea is served, which I thought was coming it a bit thick. Hardly cricket, certainly, but apparently tolerated by the gathering. Being on the qui vive for any naive commitment of opinion upon which I could rely, it was my good fortune fairly to discover it in a chance remark of my neighbour in the tiers. Despite the fact that he was a stranger to me quite, I ventured to turn to him and inquire: “I beg your pardon, sir. Did I hear you say that this was ‘the great- est game ever’?” Before he removed the vial from his lips he glanced at me over the crook of his elbow, in a sidelong fashion which gave him an aspect rather amusing than otherwise. Then, turning full about, he said, quite simply and convincingly, “Quite so, Mister Shean!” This striking evidence, so straight- forwardly offered, was the more re- markable for the fact that the vial, or flask, which he held in his free or non- gesticulating hand was immediately extended in my direction, as if in invi- tation. It was impossible for me to refuse it, or to criticise the fellow for his mistake in my name, which is not, thank God, Shean. In fact, every development of this al fresco acquaint- anceship brings me to the inevitable conclusion—which is, I hope, altogether clear by now to my readers—that this American variation of our’ Rugby is “the greatest game ever.” I mean to say, it is. P.M. #H. What We Should Like to See on the Road A man who does not think it is childish to use his horn except as a per- emptory demand to clear the highway. A man with time enough on_ his hands not to persist in passing an ice- cart on a blind turn. A motorcycle cop willing to pick on the man just ahead who is going a good deal faster than you are. An effective system of ostracism for small towns which keep their highways in disrepair for the purpose of pre- venting speeding. A detour sign arranged automatically to rot and fall down within a year after it has become obsolete. A system of scythes attached to wheels for the inconvenience of the Twin Sixes which cut in ahead of you. An arrangement with the Almighty whereby the families and companions of fools may be spared at grade cross- ings. The Thanksgiving Number of Lire —on sale next week at all stands. Hair Stays Combed, Glossy Millions Use It - Few Cents Buys Jar at Drugstore GROOM Keeps Hair mbed Even obstinate, unruly or shampooed hair stays combed all day in any style you like. “Hair-Groom” is a dignified combing cream which gives that natural gloss and well-groomed effect to your hair—that final touch to good dress both in business and on social occasions. “Hair-Groom” is greaseless; also helps | grow thick, heavy, lustrous hair. Be- ware of greasy, harmful imitations. EN and women who like to go off the beaten tracks will find a voyage on a sailing ship delightful. A party of forty-five men and women—doctors, lawyers, business, professional men, artists, wage-earners, bankers, yachtsmen—have pooled their money and bought a fine, safe, fast steel clipper ship. Vessel is being refitted as a yacht—large state- rooms, baths, electricity, "radio, ice-plant. Powerful engines make it independent of winds. Sails January 15, 1924, on fifteen months’ cruise of 50,000 miles; 92 stops—all big ports; many remote pots. Can take TWENT' MORE persons; $3,000 ache which pays all expense: Ship carries launches and autos enough for all. If interested, write at once. Only this one trip will be made. References required. The INTREPID COMPANY of Califomia, 216 Liberty Bank Bldg., FOR_g MEN San Francisco OF BRAINS IGARS “MADE AT KEY WEST— comicbooks.com