Life, 1926-07-29 · page 36 of 37
Life — July 29, 1926 — page 36: what you’re looking at
What you’re looking at
This is primarily **advertising, not satire or political commentary**. The page promotes Cantrell & Cochrane's "C&C" Ginger Ale using imperialist rhetoric common in early 20th-century marketing. The centerpiece shows a globe overlaid with a compass and telescope, paired with the slogan "The Map of Civilization is the Map of C&C." The advertisement equates the product's global distribution network with "civilization" itself—a revealing conflation typical of the era's colonial attitudes. The text boasts that C&C shipments reach "every important distributing point in the civilized world," explicitly contrasting "civilized" regions with "remote trading posts on the wild coasts of east and west Africa." This language reflects period-appropriate assumptions about Western commercial dominance and cultural superiority. The right panel lists worldwide distribution points, emphasizing the brand's international reach as a mark of prestige. For modern readers, the advertisement's casual linking of a commercial product to the concept of "civilization" itself exemplifies how corporate marketing and imperial ideology intertwined in this era.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
The Map of Civilization is the Map of E world-famous flavor of “C&C” Ginger Ale has made it thechoice of connoisseurs throughout the civilized globe for seventy-five years. Wherever you may be or go, you will find “C & C” preferred at hotels, clubs, restaurants and on luxurious ships and trains. “C&C's” matchless quality has called into being one of the most far-reaching distributing systems ever developed. Regular shipments of “C&C” are made to every important distributing point in the civilized world—ranging from re- mote trading posts on the wild coasts of east and west Africa to all the great cap- itals of society, sports and commerce. enuine D Right now, in your own community, your best grocer, druggist, delicatessen, fruit shop and fountain are a part of this vast system of distribution. If you like the finest things of life — then by all means “C @ C” is the ginger ale for you. Make “C & C’’ your own pleasure today. Ask for “C @ C” — genuine Cantrell and Cochrane. Cantrell & Cochrane, Ltd. Dublin New York Belfast E, & J. Burke, Led. Sole Agents U. S. and Canada Long Island City, N. Y. (santrell G Gochrane inger Alle Standard the World Over. for Seveniy-Five Years “C&C” World Distributing Points Regular shipments of “C & C* Ginger Ale are made to all points of the United States and to the following distriburing points throughout the world: comicbooks.com