Figure 1.-- In the illustration a mother is tending to a cut on her son's finger and using Listerine to disinfect the wound. The boy looks to be wearing a tunic suit with long black stockings..

This ad for Listerine antiseptic appeared in Good Housekeeping Magazine (September, 1918, p. 92). At the time, World War I was raging in Europe. There seems to be an implied irony in showing the treatment of the little boy's wound at a time when such horrendous life-threatening wounds during the Great War would inevitably be on people's minds. In the illustration a mother is tending to a cut on her son's finger and using Listerine to disinfect the wound. The boy's clothing is of some interest. He wears an interesting white suit with a belt, long black stockings, and slipper-like low-cut shoes. The upper part of the suit is interesting. It has a white collar and matching cuffs, and at the rather wide collar the boy wears a floppy bow tie. I don't know how typical this boy's clothes are (he looks to be about seven years old), but since the illustration is a photograph, it is probably fairly realistic for the period.

Good Housekeeping

This ad for Listerine antiseptic appeared in Good Housekeeping Magazine (September, 1918, p. 92). Good Housekeeping first appeared May 2, 1885. It was one of of several popular women's magazines established suring the 1880s and 1890s. The magazine provided information about running a home and raising children. This the modern Good Housekeeping conytinues today. The Good Housekeeping seal of approval was developed to assure housewives of a product's value. Letters from readers were an important facet. The early magazine, however, also included a broad range of literary offerings

World War I

At the time, Woeld War I was raging in Europe. There seems to be an implied irony in showing the treatment of the little boy's wound at a time when such horrendous life-threatening wounds during the Great War would inevitably be on people's minds.

Flu Epedemic

World War II ended in November 1918. It was followed in 1919 by the disastrous Spanish flu epedemic in the United Srtates. This is interesting because today Listerine is best known for its antiseptic mouth wash. I'm not sure if Listerinr had launched its mouth wash yet in 1919 or this happened adfter the epedemic.

Illustration

In the illustration a mother is tending to a cut on her son's finger and using Listerine to disinfect the wound.

Ad Copy

The Listerine ad text reads: "Listerine, the Safe Antiseptic. The Welfare of a Wound depends largely on the antiseptic dressing employed. Listerine is safe and effective, both for emergency use and the continuous treatment of cuts and wounds. Manufactured only by Lambert Pharmacal Co. St. Louis, Mo., U.S.A."

Clothing

The boy's clothing is of some interest. He wears a white suit with a belt, long black stockings, and slipper-like low-cut shoes. The upper part of the suit is interesting. It has a white collar and matching cuffs, and at the rather wide collar the boy wears a floppy bow tie. I don't know how typical this boy's clothes are (he looks to be about seven years old), but since the illustration is a photograph, it is probably fairly realistic for the period.

Created: 9:09 PM 10/18/2004
Last updated: 9:09 PM 10/18/2004