Life, 1928-08-09 · page 3 of 40
Life — August 9, 1928 — page 3: what you’re looking at
What you’re looking at
This page is primarily **advertising for Listerine mouthwash**, not political satire. The left column titled "It ruins romance" uses social anxiety as a sales pitch, warning that halitosis (bad breath) will damage one's social standing and romantic prospects. The headline "Popularity passes by those who have halitosis" reflects 1920s advertising's use of shame and fear to drive product sales. The central image shows a woman appearing uncomfortable around social companions, illustrating the supposed social consequence of bad breath. The ad promises Listerine as the solution. The right column promotes Listerine Shaving Cream as a bonus product. This exemplifies early 20th-century advertising strategy: creating insecurity about bodily functions to motivate consumer purchases.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
a Don’t fool Popularity passes by those ' ee . yourself who have halitosis : : : Since halitosis never an- nounces itself to the vicr HEN you go away on your vacation <a % A tim, you simply cannot you expect to have a good time—to * Know ‘when ‘you: have. it. meet and like others and be liked by them. Is there anything that may prevent this? Yes. Halitosis (unpleasant breath) can min- imize every other charm you have. Don't fool yourself as thousands do that you never have halitosis. The insidious thing about it is that it does not announce itself to the victim. But it does to others. And that offends. Why take this unnecessary risk when by using Listerine with its powerful deodorant properties you can put yourself on the polite and popular side? Keep a bottle handy always and rinse the mouth with it often—especially before meet- ing others. By the way, if you are going abroad we suggest that you take several bottles with There will be dozens of times when Listerine will come in handy. For freshening up after a long motor ride, for instance, as a stimulating substitute for a bath when a bath cannot be had (you know how it is in Europe) and for the daily care of the mouth. Lambert Pharmacal Company, St. Louis, Mo., U.S.A. Have you tried the new Listerine Shaving Cream? Cools your skin while you shave and keeps it cool afterward. An out- standing shaving cream Company, 598 Medison Ave, Ni N.Y. Subscription, {STH Printed in U.8 A. Eotd on Pad Clams Matter at the Post comicbooks.com