Medicine: 40 Years to Go

Life’s physiological realities have long been discussed openly by advertisers of mouth wash, yeast, sanitary napkins, toilet paper and laxatives. But the inevitability of Death, homeliest reality of all, was not used flatly as a sales argument un til last week. Breaker of the convention was a milk company, Borden’s advertising Walker-Gordon acidophilus milk.

Borden’s grimness lay largely in its precision. It pictured a healthy, happy young man of perhaps 25 years. The stark head line read : 40 YEARS TO GO. Then, to cheer a mortal race to its inevitable fate, Borden’s said: “Regular intestinal habits will help him make it.”