Life, 1926-09-16 · page 38 of 40
Life — September 16, 1926 — page 38: what you’re looking at
What you’re looking at
This is a **Listerine advertisement**, not satire or editorial content. It uses a common early-20th-century advertising strategy: presenting survey data as scientific evidence. The ad addresses "halitosis"—a term Listerine's marketing actually popularized to create consumer anxiety about bad breath. It surveys 1,000 dentists about Listerine use, reporting that 83% use it "frequently" with patients. The rhetorical trick: the ad frames dentists as credible authorities ("who would be a better judge?"), implying their endorsement validates the product. However, the survey only asked *if* dentists use Listerine, not whether they recommend it or believe it works—a subtle distinction the ad exploits. This exemplifies vintage advertising's combination of pseudo-scientific claims and appeals to professional authority to overcome consumer skepticism. The "Doubting Thomas" reference mocks people who question whether halitosis is a real problem, pressuring readers toward purchase through social embarrassment.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
How many people actually have halitosis (unpleasant breath)? Read what dentists have to say about this: VERY reader of Listerine advertising knows about halitosis (unpleasant breath), that in- sidious thing that not even your best friends discuss with you. Yet there are still a few “doubting Thomas” folks who think halitosis is only a state of mind. Out of simple curiosity we put this question up to a carefully selected list of dentists—1000 of them—and in a letter asked them the following: Do you ever use Listerine, in self-defense, in the mouth of a patient troubled with halitosis, unpleasant breath? Please answer if you use it this way (1) Frequently, (2)Occasionally,or (3)Never. Four hundred and forty replied as follows: : 83% said “Frequently” 15% said “Occasionally” Only 2% said “Never” Now, what human being meets halitosis at closer range, face to face, than the dentist? And who would be a better judge of this condition—and how to combat it—than the dentist?—Lambert Pharmacal Company, St. Louis, U.S. A. LISTERINE puts you on the safe and polite side— Well—it worked! . iq . Special {f For quite a while we challenged people to try Listerine Special Note Tooth Paste. Sales now show that when they try it they Note stick toit! = LARGE TUBE—25 CENTS USK TERMINAL PRIKTING CORPORATION, BROOKLYN, NEW YORK comicbooks.com