Life, 1907-07-18 · page 28 of 28
Life — July 18, 1907 — page 28: what you’re looking at
What you’re looking at
This page is primarily a **Coca-Cola advertisement**, not political satire. The "cartoon" element is minimal—just an anthropomorphized sun with a grinning face, used to illustrate the oppressive heat of summer. The ad's humor targets a specific 1907 concern: people drinking alcoholic beverages or ice water to cool off during hot weather, which the ad warns against as unhealthy or habit-forming. Coca-Cola is pitched as the rational alternative—a "temperance beverage" that satisfies thirst without these dangers. The reference to the "Pure Food and Drugs Act" (June 30, 1906) is significant: Coca-Cola had recently been scrutinized for its cocaine content. By prominently displaying this guarantee, the ad assures consumers the product is now federally approved and safe. The price ("5c.") and distribution claim ("Sold Everywhere") emphasize accessibility.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Joly 18, 1907 — T IT? Life is one continuous, involuntary Turkish - Bath this weather. You feel as though even your bones were grilled—hot inside and out. Don’t light new fires with alcoholic beverages just because they taste cold on the way down. Don’t in- vite sunstroke or sickness with ice water—anyway, the more you drink the more you want. DRINK The cooling, thirst-quenching, satisfying, temperance beverage. You can just feel the thermometer fall. Your thirst will be actually satisfied and you will be filled chock-full of brain and body “go.” Cooling - Delicious - Refreshing Thirst-Quenching Guaranteed under the Pure Food and Drugs Act, June 30, 1906. Serial No. 3324 5c.—Sold Everywhere—Sc. comicbooks.com