Life — October 13, 1927 — page 5: what you’re looking at

What you’re looking at

# "After Shaving" - Listerine Advertisement 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.