Caitlin Leahy

CAS 100- Paper 1

4/5/08

            The roaring twenties: a time of fast-paced energy, flappers, and speakeasies. It was during this time that mass-produced consumer goods became publicly available for the first time. Consequently, advertising agencies became increasingly important in U.S. life. These agencies used a number of tactics that spoke to a consumer’s desire for the product, rather than expounding the qualities of the product itself. These advertisements played into emotions, especially fear, and they all stressed the same point- without their product, consumers would suffer and the consequences could be dire. Ad companies focused on the many intangible benefits of their products and more importantly, on the scientific and technological advancements their products embodied. A Listerine ad from this time period expounds on all of these ideals and many others in order to sell their product. When looking at the practicality and syntax of the ad, the visual composition, and of course, the emotions embodied, one can see what Americans valued in the 1920s. The 1920s was truly a consumer culture and no one made sure of that more than advertising companies. 

            The first thing to look at from the advertisement is the codes of the text. This most generally focuses on what emotions the ad plays off of and how are they working in the overall text of the advertisement. Most importantly, the Listerine ad works on a sense of fear that consumers might feel. They boldly open with the question, “How’s your breath today?”, immediately causing the buyer to feel insecure. The text then goes on to threaten that if you do have bad breath it will “keep you out of things” and may even ruin friendships, kill off romance, and jeopardize a business chance. It also goes on to warn about the dangerous causes and effects of “halitosis” which is just a fancy name for bad breath. By using this scientific term, the company attempts to make the consumer’s problem with bad breath much more frightening than it really is. How horrible would you feel if you heard from the doctor that you suffered from halitosis; I know I would think it was a terrible life-threatening condition! Again, the fear of becoming a social pariah plays off the insecurities immediately felt about your bad breath and thus the consumer will rush out to buy Listerine in order to be accepted by society.

This fear of being an outcast is oddly paired with the reassurances of the company that “everybody has it”. This seems to directly contrast the message of fear and insecurity they are sending to consumers. Similarly, this sense of fear and insecurity contrasts with the positive and upbeat language used throughout the rest of the advertisement. The text says things like, “Listerine instantly renders your breath sweet, wholesome and agreeable to others.” Such a striking difference between the language of the text and the overall tone of the advertisement adds to the mystical power of Listerine. While the ploy may seem somewhat ridiculous (would bad breath really destroy all hope of ever falling in love?), the promise of losing intangible benefits like love, friendship, and success immediately renders the product necessary in a fast-paced world like the 1920s.

            When comparing this ad to modern advertisement campaigns, the differences become immediately recognizable. Firstly, the amount of text in this ad is much more than we are used to today. As a result, we may find it time-consuming to read and easily lose interest. However, when considering the time period, the use of excess text is apt. These products are relatively new and thus require more explanation for a new consumer. Similarly, the text of the ad even tells consumers how to use the product. They advise you to use it both morning and night, and also before “social and business engagements.” Another interesting thing about the syntax of the text is the choice on the company’s part to emphasize the loss of intangible benefits. By highlighting these elements, the ad is basically saying that if you do not use Listerine you will never find love, friendship, success, and, therefore, happiness will never be attained. The text would generally appeal to the newly growing middle class, who would want to achieve all the status and wealth the upper class already have. By associating the product with the intangible, it makes it like a miracle elixir that will make all your dreams come true.

            Finally, one must look at the visual composition of the ad to see exactly what the Listerine Company is highlighting. The ad is set up with the text situated on the left hand side of the ad, with a drawing of a man and a woman on the right. The largest words are “How is your breath today?” and that of the product name (i.e. – Listerine). This immediately lets the consumer know what they are buying and what it is used for. The pictures are sketched in gray and the background is a muted shade of off-white, almost oatmeal colored. This serves to give the ad a very neutral look, possibly to highlight the fact that everyone has bad breath; it is a neutral disease that affects everyone no matter their gender or social status. The bold wording of the question serves to draw the reader’s eye to it and from there, directly to the drawing of the man and woman dancing. The line of his nose points directly to her mouth which once again emphasizes the purpose of the product. Looking further down the image, the eye is drawn to the line of her leg, which ends right where the product’s name is situated. This serves to remind consumers that Listerine will not only get rid of your bad breath, but also get you the guy (or girl) of your dreams. Finally, the minuscule image of the young woman sitting alone serves as a warning to all those with foul breath. It reminds consumers that if Listerine is not bought, your bad breath will make you a social outcast.

            In conclusion, the 1920s was a cultural revolution for the American people. The economy was booming, traditional values were cast out, and the American standard of living was the highest it had ever been. Americans came to value love, success, and friendship; all vague qualities that advertisements promised consumers. Scientific and technological advancements helped form this new American society and gave consumers access to never-before-seen products. But it was the advertising industry that truly generated this consumer culture. By appealing directly to the buyer’s emotions, advertisers were able to play off people’s desires to sell their products. By investigating the emotional appeals made, the syntax of the text, and, of course, the visual composition of the ad, one can immediately see how the Listerine ad plays into popular cultural ideals. Ads promised intangible benefits that could only be achieved through purchase of certain goods, and, of course, if consumers did not buy said goods, the consequences could be dire. The 1920s was truly the golden era for the buyer, and advertising agencies made sure that this consumer culture not only was alive and well, but would survive for future generations.