"All conscientious dentists will tell you..."

Here we see two subtle things that Pro-Brush incorporated into their early advertising. The first is the appeal to the profession of dentistry. However, since dentistry was still widely distrusted as of this ad's publication in (date), note how they have added the modifier "conscientious" to the term "dentist." The goal here was to humanize dentists and make them appear to be allied with the public, rather than silent partners with a company merely out to market a useless product; the public needed to be convinced that the tooth brush was indeed a more suitable replacement for the tooth pick that they had come to trust. Also significant here is the distinction between care of the upper and lower teeth. Here is an example of the kind of instruction necessary to the success of the product. The product had not yet successfully entered the public sphere, and so the consumer needed to be subtly treated like a schoolchild. Later, as the tooth brush became increasingly accepted and popular, we see these instructions disappear.

• Introduction
• Instructions and Appeals to the Science of Dentistry
  • "All conscientious dentists will tell you..."
  • "The Best Dentists..."
  • "A toothbrush endorsed by a dentist is sure to be good"
  • "Next to a good dentist..."
  • "What happens when you brush..."
• Fear, Vanity & Modernity
  • "Woman at mirror"
  • "Mirror helps millions make vital decisions"
  • "I am the tooth brush..."
  • "They laughed at me in Cairo..."
  • "The Poem"
• Targeting a Specific Audience
  • "Every mother knows that."
  • "Handy book for girls."
  • "Handy book for boys."
  • "The businessman"
• Bibliography

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