Life, 1917-06-21 · page 36 of 38
Life — June 21, 1917 — page 36: what you’re looking at
What you’re looking at
This is primarily an **advertising page** from Life magazine, containing three distinct advertisements with minimal editorial content. The page features: 1. **Cascade Pure Whisky** — announcing relocation from Nashville to Louisville, Kentucky, emphasizing product consistency ("mellow as moonlight") 2. **Johnson's Carbon Remover** — a motorist product claiming to eliminate engine carbon buildup, improve performance, and increase fuel efficiency (12-25% improvement claimed). The ad uses colloquial language ("pep," "knock") to address common driving complaints. 3. **Perrier Water** — a French import marketed as superior to whisky-and-soda mixers, positioned as sophisticated ("Champagne of Table Waters") 4. **A small cartoon** at bottom-right showing two men discussing bill collection, with wordplay on "cracker-jack" (excellent person) collecting bills—likely a pun on debt collection difficulty. The page reflects early 20th-century consumer advertising targeting car owners and middle-class drinkers, with humor used to sell practical automotive and beverage products.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
CASCADE PURE WHISKY Our New Address We have removed from Nashville, Tenn., and are now located permanently in Louisville, Ky. Though the location is different, Cascade remains as ever the same pure product — mellow as moonlight. GEO. A. DICKEL © Co. Distillers SAddress all communications to 827 W. Main Street MELLOW LOUISVILLE, KY AS MOONLIGHT “You Can Take on igh Without A Knock if you will keep your motor free from carbon. That knock— HW the difficulty you have climbing hills—poor pick-up—lack of power—noisy motor—in fact 809% of engine trouble is caused by carbon. Clean it out wit! JOHNSON'S CARBON REMOVER and your engine will run like it did the first 500 miles—quietly and full } of “pep”. And your gasoline consumption will drop from 12% to 25%. You Can Do It Yourself Sc—five minutes’ time—and you can remove all carbo: ply pour an ounce of John- Use It Every 1000 Miles If you will use Johnson’s Guaran- teed Carbon Remover at regular zon cuss ol Js intervals, giving carbon no chance ‘and releases it from to accumulate, you will automat- is operated ly eliminate most valve trouble pO d your engine will always be clean and the exhaust. at its highest efficiency, |] if your desler cannot supply you with Johnson's Carboo Remover use attached coupon Made and Guaranteed by S.C- JOHNSON = SON Racine, Wisconsin. USA: —OF FRANCE FROM FRANCE GO TTT TTT ULL ULC ECL ULC ooo “Scotch & Soda-never Scotch d&: Perrier-ever" The Whisky-and-SODA High- ball hitherto has commanded many devotees, but the man who knows will tell you that the ‘PERRIER-and-Whisky’ for- mula is a revelation. flerriey The Champagne of Table Waters” DRINK TODAY “say! 1 WANT A GOOD MA) TO COLLECT SOME BILLS FoR ME CAN YOU RECOMMEND ANYONE?” “VES, BILTON IS A CRACKER-JACK, HE ALMOST COLLECTED A BILL FROM ME ONCE.” comichooks.cgem