"I am the tooth brush..."

This ad is actually multiple advertisements in one, in that it implies the existence of other, similar ads. If the consumer had heard of the toothbrush previously, then the advertisement is functioning as a reminder, which is supported linguistically by the caption. If, on the other hand, the consumer hadn't heard anything about the Pro-phy-lac-tic Toothbrush, the message conveyed then becomes "I am the tooth brush you should have been hearing about, and shame on you for not being aware of me because I am well known." In this way, the other ads that are referred to (whether they exist or not) assume a more significant role, as the uninformed consumer infers that this current ad is the latest in a line of equally catchy and important ads.

• 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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