The evening world. Newspaper, February 2, 1922, Page 9

Sir 72 tes. € — . pate 2 ts ee az rr") wt ae 8 **Wash— DON’T SCOUR TEETH” Warns Modern Science The refinement of civilization brought out that thorough cleanliness of teeth does not depend on harsh scouring Your hands are soiled—do you clean them by scraping them with sand alone? Savages used to. But civilization substituted soap. Then cleansing came more quickly, more thoroughly, without hurt. WASHING IS SAFER than scouring, isn’t it? Like the early savages, you today can take a gritty, soapless tooth paste and scrape clean the delicate enamel of your teeth. How much simpler—and safer—is the civilized method. By washing you don’t wear away the long life of your teeth. To keep them sound and strong up-to-date dentists and physicians know Your Teeth Need “WASHING”—Not Scouring. Here are Simple Tests that show if you are using the Right Tooth Paste: ‘To make any of the four tests above a trial atze of Colgate's Ribbon Dental Cream will be mailed to you without charge. Address Health Dept., Colgate & Co., 199 Fulton Street, New York City You wouldn’t “grind”’ silverware Modern science rejects “drugged” tooth pastes iS] Ae ay) 7, More dentists prescribe Colgate’s than any other dentifrice Truth in advertising implies honesty in manufacture E ° 1 Anyone, even a little child, knows when his teeth or gums hurt. This sensitiveness often comes from brushing with a harsh, gritty soapless tooth paste. Suggestion—Try a gentle “washing” dental cream for three weeks. (A tial size of Ribbon Dental Cream will be sent you free on request.) If no improvement is noted you need to consult a dentist at once. 2 See if gold fillings look dull. If a scratchy, soapless tooth paste has dulled the gold, imagine what it does to enamel and delicate mouth tissues! Suggestion— Brightness can be restored in many cases if a “washing”, non- scouring dental cream is tried for three weeks. (A trial size of Colgate’s Rib- bon Dental Cream will be sent you free on request). If no improvement is noted you need to capsult a dentist at once. If “teeth are on edge” give up use of any “drugged” tooth paste. Return to a tooth cleanser safe to use every day because it “washes” scientifi- cally—does not scour with soapless grit. (A trial size of Colgate’s Ribbon Dental Cream will be sent you free.) If no improvement is noted, you need to consult a dentist at once. A “druggy, medicine taste” in a tooth paste often discourages regular use of the tooth brush—especially among children. Suggestion—The unpleasant “druggy” or “acid” taste doesn't help clean. You can just es well use a safe, thorough dental cream that has a delicious flavor—one that makes tooth brushing a treat—not a task. A trial size of Colgate’s Ribbon Dental Cream will be sent you free on request. Your own dentist will tell you using Colgate’s twice a day will help preserve your teeth. COLGATE’S CLEANS TEETH THE RIGHT WAY “Washes”— Doesn't Scratch or Scour Sensible in Theory. You can’t beat common sense backed by modern science. Healthy saliva is practically neutral, some- times slightly alkaline. Colgate’s Ribbon Dental Cream is mildly alkaline, practically neutral, and cleanses without dis- turbing nature’s balance. Avoid dentifrices that are strongly alkaline or appreciably acid, Colgate’s helps to maintain the right mouth conditions. Correct in Practice. Today’ scientific dentists know that harsh drugs and chemicals harm mouth tissues. Colgate's Ribbon Dental Cream does not contain them. Scientific dentists are also all agreed that the one essential to the pres- ervation of teeth is thoroughly to clean them. It is better to get rid of food particles before they ferment than to try to combat the destructive fermentation after it sets in. Yet some makers of dentifrices, in place of cleansing agents that help to get the food particles out and prevent fermentation, sub- stitute acids. These are said to stimulate a more alkaline saliva (it is in reality an irritaticn), and the alkaline saliva is said to neutralize the tooth-destroying acids which food fermentation produces. But careful scientific investigation shows that any alkaline reaction produced by acid dentifrices lasts at most only a few Husky men like the thorough way Colgate’s cleans the tceth minutes. Such dentifrices, therefore, fail to accomplish what they claim, and whatever good they ray accomplish is measured only by the cleansing they do and is limited by the omission from such dentifrices of the most cffective cleansing agents. ) Colgate’s is made to clean, and to clean without injury. No false claims are made that it possesses any other virtue, but it does possess this in the highest degree, and-in-e-trigher dc gree than is possible in any dentifrice (hat is non-saponaceous COLGATES—The Double Action Dentifrice—(1) Loosens Particles (2) Emulsifies them so thet they may be readily washed away. Brought into action on your teeth Colgate’s fine, non- gritty calcium carbonate (precipitated chalk) loosens and emul- sifies clinging particles, and directly polishes the enamel with- out injury to tooth structure or gums. Then rinsing leaves the mouth in a healthy, normal condi- tion practically free from materials that would gradually ferment and change to destructive acids. There is no better safe cleanser. The most effective and trustworthy tooth cleanser for habit. ual use is one that offers the combined action of fine, non- gritty precipitated chalk and pure soap. Thus in Colgate’s you get what modern science finds best: A Supercleanser. COLGATE'S cleans teeth thoroughly —no dentifrice does more. A LARGE Tube costs ase—why pay more? CLEANS TEETH THE ae