Life — May 14, 1925 — page 40: what you’re looking at

What you’re looking at

This is a full-page advertisement rather than a cartoon. It promotes Listerine antiseptic mouthwash, manufactured by Lambert Pharmacal Company of Saint Louis. The ad features a large bottle of Listerine against a dark background with the headline "When an antiseptic is needed use Listerine, the *safe* antiseptic." The emphasis on "safe" likely reflects early 20th-century concerns about patent medicines and unregulated products. At this time, many commercial remedies made dubious health claims. By marketing Listerine as the "safe" option, Lambert positioned their product as trustworthy and reliable compared to competing, potentially harmful alternatives. The ad lists international distribution points, suggesting Listerine's global reach and legitimacy.