Life, 1927-05-12 · page 4 of 43
Life — May 12, 1927 — page 4: what you’re looking at
What you’re looking at
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.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
CHECK IT! Even the mention of dandruff makes you wince, And those telltale flakes on your shoulder are a real calamity. Naturally, you want to end this condition as quickly as possible. And now loose dan- druff (epithelial debris) can be controlled; an easy matter, too. Simply douse Listerine on the scalp full strength and massage thoroughly. Keep it up systematically for at least a week—and longer in stubborn cases. In almost every instance results will delight you. It’s really a pleasure to use Listerine this way. Your scalp feels so clean, cool and re- freshed. Your hair is so easy to comb and stays in place so nicely. And it is safe— Listerine does not discolor it or leave it gummy. FREE--One copy “Evidence,” a book that everyone who has ever suffered from scalp trouble will want to read. Address Dept. D., Lambert Pharmacal Co., St. Louis, Mo. comicbooks.com