Judge, 1929-06-01 · page 2 of 36
Judge — June 1, 1929 — page 2: what you’re looking at
What you’re looking at
# Analysis This is primarily an advertisement for bottled carbonated beverages, disguised as humorous editorial content. The page depicts a sea captain (labeled "Noah") and a chimpanzee in a maritime setting. The joke plays on Noah's biblical association with rain and flood—he quips that though "it's all wet" outside, this "reminds me that I'm dry," prompting him to order carbonated beverages. The humor relies on weather-related thirst and the implicit endorsement: even someone famously associated with water (Noah and his ark) prefers drinking bottled carbonated drinks instead. The "Fair Weather" closing line suggests these beverages ensure contentment regardless of weather conditions. The advertisement's framing as a "sparkling moment" in beverage history suggests this targets early-to-mid 20th-century readers with disposable income.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
SPARKLING MOMENTS in the HISTORY OF BOTTLED CARBONATED PXSATS 9,3 ! D> 0, Ie was raining. It had been raining. It continued to rain. Mr. J. L. Noah, president of the Noah Navigation Com- pany, Ltd., was down in the mouth and up in the air. “This ark business is all wet! he declared petulantly, “and if I ever get out of it, you can bet two pounds of animal crackers that I’m going to make for the dryest spot in the Sahara Desert. I want to reign where there is no rain. "['m sick and tired of looking at rain and listening to it... but there’s just we Yarns Q CV buts A BOTTLER IN It’s all wet!’ said Noah . “which reminds me that I'm dry?” one consolation—I don’t have to drink rain!” Into the old navigator’s eyes came a look of rare contentment as he pressed a buzzer for the second chimpanzee— “A bottle of carbonated beverage from the ice box, Jo-Jo,” he ordered, “and you might take a look at the Weather Report for tomorrow!” eee Which reminds us to remark that it will always be Fair Weather in your household if the ice box is laden with bottled carbonated beverages. CARBONATED BEVERAGES YOUR ay BEVERAGES AMERICAN TTLERS OWN comicbooks.com