Judge, 1929-08-24 · page 2 of 36
Judge — August 24, 1929 — page 2: what you’re looking at
What you’re looking at
# Analysis This is primarily **advertising content** for bottled carbonated beverages, not political satire. The page uses a historical framing device: Columbus is depicted discovering carbonated beverages as a "real treasure," comparable to his voyage to America. The humor relies on Columbus's famous expedition (1492) as a metaphor—just as Columbus sought riches in the New World, the advertiser positions bottled sodas as valuable discoveries worth loading into your family's ice-box. The characters include Columbus himself and various period-dressed figures meant to evoke the Age of Exploration. The satire is gentle and commercial rather than political: it's essentially a joke advertisement suggesting carbonated beverages are as significant a "find" as Columbus's voyage. The "real treasures" tagline drives home this comparison.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
TTLED CARBONATED BEVERAGES — —_ III Tr Q Ve 9 d : 99 Let’s load the boat with real treasures shouted Columbus, as he quaffed the bubbling beverage “Oh, well, I just came for the there is to it. If I do say so myself, ride,” Columbus explained to the old Chris Colombo is a pretty good second cabin boy, “but I must say judge of these bottled concoctions.” I’m a little disappointed in America. That’s what comes of taking those os © tourist folders seriously. Te was after the third bottle that “But, sire, this new land isn’t an entire washout,” responded the cabin boy. “I have but a moment hence sampled a wondrous spark- Columbus gave his verdict. ‘All hands to the hold,” he thundered, “throw out the precious stones and radios. Bring on those cases of ling beverage, the delight of these bottled carbonated beverages. natives, and behold it has left me Let’s load the boat with some real feeling fit as a sea lion.” treasures!” “Well, why didn’t you say so be- And that reminds us to remind fore?” stormed Isabella’s Boy Friend. you to load the family ice-box with “Send up a case and we'll see what ‘those bubbling bottled beverages. ; \/ P pe AS CARBONATED : BEVERAGES F AXNaywo~ (Carbonated . THERE’S A BOTTLER IN YOUR TOWN comicbooks.com