Life, 1927-11-24 · page 31 of 44
Life — November 24, 1927 — page 31: what you’re looking at
What you’re looking at
This is primarily a **Listerine mouthwash advertisement**, not political satire. The page uses a photograph of people huddled together under an umbrella in wet weather as a visual hook. The advertisement's logic is straightforward: exposure to "bad weather," "sudden changes of temperature," and "mingling with crowds" supposedly causes sore throats. The solution is gargling with Listerine antiseptic when you return home. The satire—if present—is subtle and lies in the **exaggerated health claims** typical of early 20th-century patent medicine advertising. The ad implies that Listerine can prevent colds through antiseptic action, a claim modern medicine would find dubious (since colds are viral, not bacterial). The photograph illustrates the "mingling with crowds" risk factor, showing ordinary people in close quarters during bad weather—a relatable scenario for readers concerned about contagion during fall and winter months.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Life After long exposure to bad weather, after sudden changes of temperature, after mingling with crowds — gargle with Listerine, the safe antiseptic, when you get home. This pleasant precaution has nipped many acold and sore throat in the bud, before they became serious. Listerine, being antiseptic, immediately attacks the count- less bacteria that lodges in the —the safe antiseptic Sore throat waits here also Gargle when you get home mouth and throat where so many colds start. It is important, however, that you use it early—and frequently. Most of the fall and winter months are ‘‘sore throat months,”’ and for your own protection, use Listerine night and morning. Itisa good habit to acquire. Lam- bert Pharmacal Company, St. Louis, Mo., U.S. A. comicbooks.com