Life, 1926-04-15 · page 44 of 44
Life — April 15, 1926 — page 44: what you’re looking at
What you’re looking at
This is a **Listerine advertisement**, not political satire. The page features a photograph of a woman in an elegant Edwardian gown seated at a vanity, showcasing her groomed appearance. The advertisement's claim is straightforward: Listerine mouthwash, when applied to the scalp and massaged in, effectively treats dandruff. The headline "DANDRUFF and Listerine simply do not get along together" is a product pun. The ad cites letters from satisfied customers (both men and women) attesting to Listerine's effectiveness against dandruff, emphasizing that it "invigorates, cleanses and refreshes the scalp" while restoring "luster and softness." By modern standards, this represents a striking historical example of patent medicine marketing—promoting a mouthwash for scalp treatment—before strict FDA regulations governed medicinal claims. The elegant female imagery was typical early-20th-century advertising strategy targeting appearance-conscious consumers.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
It’s an actual fact— mply donot get —_Listerine would care to make. So if you are trou arly, the real bled with dandruff, you'll be glad to know that by dan- regular tions of Listerine, doused on clear ted in write and massaged in will actually do the trick. It’s really wonderful how it invigorates, cleanses and refreshes the scalp. And rom women as well as brings out that luster and softness g claims for Liste want—and men like. Try it see. he manufad Lambert Pharmacal Co:npany, St. Louis, U.S. A. DANDRUEFE & tt rer cong’ tozerher much stronger eve comicbooks.com