Description
Black and white 9 1/2″ x 13 1/2″ ad that has a headline that says “At last – the Truth about Dandruff. At Last – A method that will Cure!” and the product that is being advertised, Listerine. The ad shows a Doctor telling the strange fact and then it says that “Ten years’ research shows queer bottle-shaped germ, called Pityrosporum ovale, causes dandruff. Listerine treatment brings quick relief to 76% of patients in New Jersey clinic”. Wow! It then says that “Are you troubled withb dandruff? Itching, burning scalp? Lifeless or falling hair? If so, remember: Instead of merely treating the symptoms of dandruff, you can now attack the cause with Listerine Antiseptic. Instead of momentarily ridding scalp surfaces of dandruff accumulations, you may now look for quick and more lasting relief and, in many cases, complete cure. These benefits are now possible following one of the most searching studies ever undertaken on the subject of dandruff. It revealed the true cause of dandruff and a successful method of treating it”. The text in this ad goes on and on.
Source: May 17, 1937 Life magazine.
