Life — August 1932 — page 3: what you’re looking at

What you’re looking at

# Listerine Tooth Paste Advertisement This is a full-page advertisement for Listerine Tooth Paste, not political satire. The humor is commercial rather than political. The ad uses a testimonial format: a man describes switching from expensive premium toothpastes to Listerine at 25¢, claiming it delivers equal or superior results. The satire targets consumer behavior—specifically the assumption that higher price equals better quality. The headline "'Boy! Is this a bargain in tooth paste!'" and the sidebar listing what $13 saved annually could buy (a hat, gloves, scarves) appeal to Depression-era economy-consciousness. The copy emphasizes that Listerine's effectiveness comes from "efficient manufacturing methods" and "huge demand," not premium pricing—challenging readers' spending habits on personal care products.