"The Best Dentists..."

Again, here we see an appeal not only to dentistry, but a specific appeal to the best dentists. Pro-Brush was very careful in its defense and support of dentistry. Rather than mention the common doubts of the consumer about dentistry, they instead focus exlusively on those dentists who are considered to be the very best, without mentioning what criteria they used to make such a claim. The toothbrush, after all, was developed and patented by a dentist. This ad ran for the first time in 1898, and we see the beginnings of the desire for Modernity so rampant in the 1910's and 1920's. Not only do the best dentists agree on the Pro-phy-lac-tic tooth brush, but two hundred and twenty thousand of the best people also agree. And who doesn't want to be known as one of the best people?

• 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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