Life — May 12, 1927 — page 4: what you’re looking at

What you’re looking at

# Analysis This is **not a political cartoon or satire**—it's a straightforward **advertisement for Listerine mouthwash**, disguised within a Life magazine page. The ad uses a "shock value" approach common to early-20th-century advertising, depicting dandruff as a social embarrassment ("Even the mention of dandruff makes you wince"). The grayscale photograph shows someone's shoulder with visible flakes. The advertisement recommends applying Listerine to the scalp as a dandruff treatment and promotes its benefits: cleanliness, easy combing, and safety. It offers a free booklet titled "Evidence" from Lambert Pharmacal Co. in St. Louis, Missouri. This represents the era when Listerine marketed itself as a cure-all product for various ailments beyond oral hygiene—a common but now-questionable practice in vintage advertising.