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Listerine advertisement, 1930
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Listerine advertisement, 1930
Advertisement for Listerine mouth wash, suggesting that halitosis can lead to being left on the shelf, marriage-wise as her birthdays creep towards that tragic thirty mark. Date: 1930
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Media ID 14414138
© Illustrated London News Ltd/Mary Evans
Adverts Breath Jan17 Maid Mouth Smelly Spinster Unattractive Wash Mouthwash
EDITORS COMMENTS
In this vintage advertisement from 1930, Listerine mouthwash boldly addresses the social stigma surrounding bad breath, or halitosis. The image features a sad and unmarried woman, with a disapproving glance cast upon her as she approaches her thirtieth birthday. The caption reads, "Unmarriageable at thirty! Halitosis may be the reason." The use of the words "unmarriageable," "spinster," and "old maid" underscores the societal pressure on women to marry by a certain age, and the belief that bad breath could be a major obstacle to finding a husband. The woman's furrowed brow and downturned expression convey a sense of despair and isolation, emphasizing the potential consequences of being left on the shelf due to an issue as seemingly trivial as bad breath. The advertisement effectively taps into the cultural anxieties of the time, and highlights the importance of maintaining good oral hygiene not just for health reasons, but also for social and romantic success.
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