Life, 1927-10-13 · page 5 of 44
Life — October 13, 1927 — page 5: what you’re looking at
What you’re looking at
This is primarily a **product advertisement**, not political satire. The page shows an iceberg photograph with the headline "HERE IS A GOOD BET," creating a visual metaphor: just as an iceberg's true bulk lies beneath the surface, Listerine's benefits aren't immediately obvious. The ad promotes using Listerine as an **after-shave antiseptic**. It claims the mouthwash cools the skin, prevents razor wounds from becoming infected, and makes skin "tingle with new life." The Lambert Pharmacal Company positions Listerine beyond its primary use as a rinse, targeting men's grooming routines. This reflects early 20th-century marketing strategy: repurposing existing products for new consumer applications and emphasizing hygiene benefits during an era increasingly conscious of germ theory.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Life. AFTER SHAVING HERE IS A GOOD BET Have you ever tried Listerine after shav- ing? You will like it. We are so certain of this that we are willing to risk the cost of this page to tell you about it. After your next shave, just douse Lis- terine on full strength and note results. Immediately, your skin will tingle with new life and —the safe antiseptic vigor. Then, over your face will steal a lingering and delightful sense of coolness such as you have never known before. And as it cools, Listerine also heals— takes the smart and burn out of wounds left by the razor and lessens the danger of infection. Go ahead and try Listerine this way. We dare you. Lambert Pharmacal Com- pany, St. Louis, Mo., U.S.A. tiny comicbooks.com