Life, 1928-07-05 · page 3 of 50
Life — July 5, 1928 — page 3: what you’re looking at
What you’re looking at
This is primarily a **Listerine advertisement** disguised as editorial content—a common advertising strategy of the era. The "DON'T FOOL YOURSELF" headline warns readers about **halitosis** (bad breath), which Listerine claimed to cure. The accompanying photograph shows what appears to be a social situation where bad breath might cause embarrassment or job loss. The satirical angle targets **employment discrimination**: the ad claims employers reject workers for halitosis, using fake "facts" (citing "68 hair dressers" as evidence). This exploits workplace anxiety and social shame to sell mouthwash. The subheading "Employers prefer fastidious people... halitoxics not wanted" reinforces fear-based marketing—a hallmark of 1920s-30s advertising that manufactured insecurities to drive sales.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Yeek Post Since halitosis never announces itself to the victim, you simply cannot know when you have it, alitosis may get < Published Weekly by Le Publishing Com; Post Office, under Employers prefer fastidious people . halitoxics not wanted ORE and more, employers insist on having about them people who are fastidious. Sooner or later, those with halitosis are “let out.” The true reason for discharge, however, is usually hidden under such phrases are “Inefficient,” “You can do better elsewhere,” “We need a more expe- rienced person,” etc. Realize these facts about halitosis. That, due to modern habits, it is much more prevalent than is suspected. That it is a definite liability in friend- ships, affections and business. you discharged handy in home and office for this purpose. Listerine ends halitosis instantly. Being anti- septic, it strikes at its commonest cause—fermen- tation in the oral cavity. Then, being a powerful deodorant, it destroys the odors themselves. If you have any doubt of Listerine’s powerful deodorant properties, make this test: Rub a slice of onion on your hand. Then apply Listerine clear. Immediately, every trace of onion odor is gone. With these facts before you, make up your mind to keep yourself on the safe, That you can have it and not know it. The one means of being sure that you are free from it is to rinse the mouth systematically with Listerine. Every morning. Every night. And between times when necessary, especially before meeting others. Keep a bottle than they? READ THE FACTS Ys had halitosis 68 hair dressers state that about every third woman, many of them from the wealthy classes, is halitoxic. Who should know better polite and popular side by using Listerine. Lambert Pharmacal Company, St. Louis, Mo., U.S. A. Have you tried the new Listerine Shaving Cream? LISTERINE 591844 York, N. Y. Subscription, $5.00. Vol. 92, No. 2383, July 5, 1928. Ent'd as 2nd Class Matter, June 8, 1883, at a8 2od Class Matter at the Post Office Dept., Cs British Possessions. The safe antiseptic , $08 Madison Ave. New act of March 3, 1879. in U.8. 2. Ent'd Cools your skin while you shave and keeps it cool afterward. An outstanding shaving cream in every respect. ‘anada. Copyright 1928, Life Pub. Co. in U. 8, England and comicbooks.com