Abstract
Karl August Lingner (1861–1916) made his fortune as the manufacturer of Odol mouthwash, a product with bactericidal properties that fulfilled the demands of consumers who were impressed by the advances in bacteriology of the late nineteenth century. He believed in the importance of population health for a strong nation, and developed an interest in health education. He was convinced that the same commercial techniques that had been used for selling Odol would also be useful for selling other hygienic principles. He therefore decided to organize the first international hygiene exhibition, modelled after trade exhibitions and using state-of-the-art visual displays.

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