Life, 1910-05-19 · page 2 of 40
Life — May 19, 1910 — page 2: what you’re looking at
What you’re looking at
This page is **primarily a Coca-Cola advertisement**, not political satire. The large graphic shows a smiling face formed by arrows pointing downward (like a frown) that curves upward (transforming into a smile), set against a cityscape backdrop. The visual metaphor represents hot, difficult summer conditions ("Hot Sun—Stifling Streets") that depress mood, then Coca-Cola's refreshment "quenching" that discomfort and reversing the emotional downturn. The text emphasizes the drink's cooling, thirst-relieving properties. This is commercial messaging using visual wordplay—the face transformation illustrates mood improvement through consumption—rather than political commentary or satire typical of Life magazine's editorial content.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Eatered at the Post Office at New York, N.Y, ; Class Mail Sater. Soon} Yn UY Yi ea Gi aa Ge Hl G&G ms 8 ; | | ) } Hot Sun---Stifling Streets | That time is approaching. When it arrives stop at the next soda fountain and treat your hot, tired and thirsty self to a glass of delicious, refreshing Coca-Cola. It will cool you—relieve your fatigue and quench your thirst as nothing else can. c Everywhere Send for our free booklet—‘‘The Truth About Coca-Cola." It tells all about it—what it is and why it is so delicious and wholesome. THE COCA-COLA CO. Atlanta, Ga. comicbooks.com