Life, 1924-09-18 · page 2 of 36
Life — September 18, 1924 — page 2: what you’re looking at
What you’re looking at
This is a vintage advertisement for Listerine mouthwash disguised as satirical commentary. The illustration depicts a fashionable young woman from approximately the 1920s-30s, styled elegantly with a cloche hat and long scarf, walking a small dog while being pulled along by two men (shown in shadow/crosshatch). The caption quotes the "haughty young lady" making a sarcastic remark about men's carelessness regarding "some things"—a euphemistic reference to personal hygiene. The advertisement then explains that Listerine solves "halitosis" (bad breath), implying the woman's romantic prospects depend on men using the product. This reflects period advertising that used shame and social embarrassment as marketing tactics, particularly targeting women's anxieties about attracting men.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
LITE: Pubuahed Wentty os Late Pub, Co. a6 C98 station NY, 5,00, Vol. B, No_ S183. September 18, 1224 ‘as Second Clase Matter, June 8, 185, at the Post Oftce Stow Yoru. NVovuniee the act of Starch $d, tary.” Printed 1 Matter atthe Pest Oftice Dept, Canada. Covrriehe LUFT the" U. B. Mauland and titiah Posner sanonse HAUGHTY YOUNG LADY (to ker dog): DOESN'T IT BEAT ALL, GIN-GIN, HOW CARELESS MEN CAN BE ABOUT SOME THINGS ? [Listerine used as a mouth wash quickly overcomes Halitosis (unpleasant breath)] — comicbooks.com