1. What is this product used for? 2. How do you know this?

Listerine Adverts - 1920s

First so d in 1!9". #ot popu ar unti the 1920s when it was marketed as the cure for certain $edica issues %&ad &reath' co ds' sore throats ()(# dandruff*.

Task: Annotate your copy of the advert highlighting how the advert uses technical elements and advert conventions to represent women.
Edna is positioned on her knees which connotes she is weak without a husband or subservient to men. Words ike +tra,ic- and +patheticare used to $ake wo$en afraid of &ein, sin, e. .his was co$$on in past adverts as it was a $ethod used to persuade the tar,et audience to &uy the product.

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Her hands stiffened as they he d the newspaper...she fe t a $ost i . .here cou d &e no $istake...there it was in &ruta & ack and white. 1ronson was ,one...$arried to another wo$an...and Lucia 2a up of a p ain' dowdy wo$en...e opin,34sai in, the 19th for the 5editerranean'4 the paper said. 6he fe t as thou,h she has &een ro&&ed. 6he had considered it a fore,one conc usion that 1ronson wou d $arry her...he has &een attentive for years. Why on y the week &efore they has &een to a theatre party. .rue' for the past si0 $onths he has &een ess fre7uent in his ca s... ess attentive perhaps...and on severa occasions he had see$ed rest ess' ea,er to eave. 6he has attri&uted these chan,ed actions and his distant attitude to &usiness worry and uncertainty. And now this8 6he si$p y cou dn-t understand it. 9ver and over she searched her &rain for an e0p anation3 Do you agree? .o endure a case of ha itosis %unp easant &reath* occasiona y is &ad enou,h' &ut to &e $arried to one wou d &e unendura& e. .he insidious thin, a&out it is that you yourse f never know when you offend this way. And the $atter is so de icate that even your &est friend won-t te you. /ertain y every fastidious wo$an and $an who hopes for the friendship' favour' or affection of other wi see to it that the &reath is sweet' who eso$e' and a,reea& e. :t-s so easy to keep it that way' too. 6i$p y ,ar, e with Listerine every $ornin,' every ni,ht' and &etween ti$es &efore socia en,a,e$ent. 1ein, an antiseptic' Listerine ha ts fer$entation' the cause of 99; of $outh odours. .hen' &ecause it is the swiftest deodorant known' it ,ets rid of the odours the$se ves. A$a<in, dou& e action. =o not e0pect 7uick deodorisin, effect fro$ ordinary antiseptic $outh washes. .ests show that it takes the$ twe ve hours or $ore to con7uer odours that Listerine ends instant y. And for body odours Happi y for a concerned' &ody odours are ess co$$on and occur ess fre7uent y than ha itosis. 1ut when they do occur they are no ess o&>ectiona& e. 5any peop e pursue the a&surd &e ief that $ere washin, with soap and water wi ,et rid of the$. .hat is au,ha& e. .o rea y $ake sure' use Listerine on the ,ui ty areas' after your &ath. ?ust a itt e does the trick. #ot a per$anent cure' $ind you' &ut a p easant re ief.

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Ha itosis %unp easant &reath* is the one unfor,iva& e thin,@ &ecause it is cura& e. A1ut how is one to know when one has ha itosis?4 &oth $en and wo$en ask. .he answer isB Cou can-t know. Ha itosis doesn-t announce itse f to the victi$. .hat-s the insidious thin, a&out it. 6o thousands ,o throu,h ife i,norant of the fact that they are offendin, others to who$ they desire $ost to appea . =on-t foo yourse f a&out this $atter. ( i$inate the risk entire y &y usin, Listerine syste$atica y. (ver $ornin,. (very ni,ht. And &etween ti$es &efore $eetin, others. Deep a &ott e handy in ho$e and office for this purpose. :t puts you on the po ite@and popu ar@side. Listerine ends ha itosis instant y' &ecause' &ein, antiseptic' it attacks the &acteria which cause it. .hen' &ein, a deodorant' it destroys the odours the$se ves. (ven those of onion and fish yie d to it. For your own &est interests' use Listerine every day.

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(dna-s case was a rea y pathetic one. Like every wo$an' her pri$ary a$&ition was to $arry. 5ost of the ,ir s of her set were $arried@or a&out to &e. Cet not one possessed $ore ,race or char$ or ove iness than she. And as her &irthdays crept ,radua y toward that tra,ic thirty-$ark' $arria,e see$ed farther fro$ her ife than ever. 6he was often a &rides$aid &ut never a &ride. .hat-s the insidious thin, a&out ha itosis %unp easant &reath*. Cou' yourse f' rare y know when you have it. And ever your c osest friends won-t te you. 6o$eti$es' of course' ha itosis co$es fro$ so$e deep-seated or,anic disorder that re7uires professiona advice. 1ut usua y@and fortunate y@ ha itosis is on y a oca condition that yie ds to the re,u ar use of Listerine as a $outh wash and ,ar, e. :t is an interestin, thin, that this we -known antiseptic that has &een in use for years for sur,ica dressin,s' possesses these unusua properties as &reath deodorant. :t ha ts food fer$entation in the $outh and eaves the &reath sweet' fresh and c ean. Not &y su&stitutin, so$e other odour &ut &y rea y re$ovin, the o d one. .he Listerine odour itse f 7uick y disappears . 6o the syste$atic use of Listerine puts you on the safe and po ite side. Cour dru,,ist wi supp y you with Listerine. He se s ots of it. :t has do<ens of different uses as a safe antiseptic and has &een trusted as such for ha f a century. Eead the interestin, itt e &ook et that co$es with every &ott e. - La$&ert Fhar$aco /o$pany' 6aint Louis' G6A