Life, 1926-11-25 · page 44 of 44
Life — November 25, 1926 — page 44: what you’re looking at
What you’re looking at
This is **not a cartoon or satire**—it's a straightforward **advertisement for Listerine mouthwash**, repurposed as a dandruff treatment. The page features a portrait photograph of a smiling woman with 1920s-style wavy hair, positioned to showcase healthy scalp appearance. The ad's humor is mild and era-appropriate: the headline "DANDRUFF?" presents the problem as shocking news, then promises relief through Listerine. The advertisement reflects early-20th-century medical marketing practices: Listerine was originally an antiseptic mouthwash but was being marketed for multiple uses (dandruff, as shown here). The copy emphasizes scientific language ("germ disease") and social anxiety (white flakes on dark clothes, baldness fears) to drive consumer purchase. This represents how companies expanded product applications and how consumer anxieties about appearance were leveraged for sales—practices that would seem quaint or aggressive to modern readers.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Lifle DANDRUFF? Here’s good news for you— Irs a fact: Listerine, the safe antiseptic, and dandruff simply do not get along together. Many were incredulous when we first an- nounced this. But the word is fast going around from the lips of those who have found how wonderfully it works. As you probably know, dandruff is a germ disease and that annoying white shower on dark clothes is a warning of more serious scalp trouble—falling hair, possibly baldness. Try Listerine for, say, one week, every night and learn for yourself how remarkably it works. The use of Listerine for dandruff is not com- plicated. You simply douse it on your scalp, full strength, and massage thoroughly. The effect is wonderfully refreshing. And you will be amazed to see how this treatment, followed systematically, does the trick. Moreover, Lis- terine will not discolor the hair nor will it stain fabrics. And it is not greasy or smelly. Many of the better barber shops are now prepared to give you this treatment. Try Lis- terine for dandruff. You'll be delighted with the results.—Lambert Pharmacal! Co., St. Louis, U.S, A. LISTERINE —and dandruff simply do not get along together comicbooks.com