This headline for this Listerine ad from 1951 reads, “Let the tide take her out… I WON’T!”
Translation: “I’d let a woman with bad breath die before I would go on a date with her.”
If that wouldn’t scare you into buying Listerine, I don’t know what would!
Source: Vintage Ads.
Lisa Wade, PhD is an Associate Professor at Tulane University. She is the author of American Hookup, a book about college sexual culture; a textbook about gender; and a forthcoming introductory text: Terrible Magnificent Sociology. You can follow her on Twitter and Instagram.
Comments 12
Jack — July 4, 2010
Really not sure how you're getting "They'd let her die!" from "I wouldn't date her" - which was the meaning of the phrase used as a title.
Vidya — July 4, 2010
Yeah, I don't think 'let her die' follows at all from this. It's just a play on the double meaning of "take her out," and, in the case of the tide, doesn't mean 'lost at sea' just 'out in the waves' (and not near me, with her bad breath).
KarenM — July 4, 2010
I agree with what above commentators have said. 'Let the tide take her out - because I won't' doesn't literally mean let her be swept out to sea and drown, it's meant to be a jovial way of saying 'I wouldn't date her'. I guess the 'humourous' intent has been lost in the intervening years.
It's interesting that they say that her holiday could have been so 'gay and exciting' (if only she hadn't had smelly breath) - I cant' imagine gay being used in a similar context today.
Still, it's amazing what little changes when it comes to advertising - 'it's your passport to popularity'. At least they were upfront about it I suppose... (eye roll).
Citizenparables — July 4, 2010
And to think, she went to all the trouble of putting on a full face of makeup and painting her nails before going swimming...
I'd like to know what the 'foolish risk' the ad darkly suggests she might run if she doesn't use Listerine.
Risking not getting a man?
Risking getting one who is attracted to halitosis?
Risking using some strange snake-oil breath product that kills her instantly?
Jeremy — July 5, 2010
Well, the guys are also perfect physical specimens as well, so I guess Listerine is equal-opportunity in using sex to sell. Despite the giant picture of a woman, it's the men who are supposed to be the reward for using the product.
Asa — July 5, 2010
Listerine invented Halitosis as a medical condition and had tons of advertisements like this that said fairly directly: use Listerine or you will have bad breath, and no one will like you.
http://en.wikipedia.org/wiki/Listerine
Bagelsan — July 6, 2010
This reminds me of the douche ads posted a while ago... Are the dudes on the beach being frigid but you have a tiny girl brain so you can't guess why? DOUCHE. For the love of god DOUCHE FOR YOUR LIFE.
:p