Life, 1926-06-17 · page 37 of 44
Life — June 17, 1926 — page 37: what you’re looking at
What you’re looking at
This is a full-page advertisement for White Rock Ginger Ale, bottled in Waukesha, Wisconsin. It's not satire or political commentary—it's a commercial product advertisement. The illustration depicts a female tennis player in athletic wear, shown mid-game with a tennis racket. The "Pale" label and tennis court setting serve as the advertisement's visual hook: the ad associates the beverage with athletic refreshment and leisure activities appealing to upscale consumers. The copy emphasizes the product as "the choice of connoisseurs," positioning it as a premium beverage suitable for clubs, hotels, restaurants, and homes. The emphasis on "amber bubbling purity" and "exhilarating freshness" reflects early 20th-century advertising language promoting ginger ale as a sophisticated, health-conscious drink. The gendered imagery of an active woman suggests marketing to a demographic that viewed sports and leisure activities as aspirational lifestyle markers.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Avene nee | ‘Teement con Boneven Ceunrty Reas 220 Brucwe Ginger Ale a > Exhilarating — On the tennis courts, where parched and Was thirsty throats demand the utmost satis- fying, this new sensation—White Rock Ginger Ale—is favorite among those VEE i who know. Z ~~ | It is the choice of connoisseurs—thanks to its amber bubbling purity—its keen exhilarating freshness. It’s in clubs, hotels and restaurants— you'll like it even better in your home. Bottled only at THE WHITE ROCK SPRING ha, comicbooks.com