Life — May 5, 1927 — page 46: what you’re looking at

Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.

Here’s how to find them The ‘‘six keys” are six outstanding reasons why people drink Coca-Cola— over 7 million a day. They will be illustrated and Re sented in Coca-Cola advertising dur- ing the next three months. Just three things to do: Find and write down the “six keys’’ and tell where you found each one.* (2) Pick out the one key that appeals to you most and tell in one para- graph why it is a good reason for the popularity of Coca-Cola. Then write an answer (in one paragraph) to this question: Other than magazine and news- paper advertisements, what Coca-Cola advertisement (a wall, poster, red sign or any one of the various pieces used to decorate show windows, soda foun- tains and refreshment stands) best il- lustrates or presents to you one or more of the ‘‘six keys’? Tell why— and also where you saw the advertise- ment, For the correct naming of the ‘‘six keys’’ and the best answers to the questions, the following cash prizes will be awarded: Ist prize 2nd prize........... 3rd prize... 4th prize 5th prize................ 500 10 sixth prizes (each)... . 100 20 seventh prizes (each). 50 200 eighth prizes (each). 25 400 ninth prizes (each). . 10 $10,000 5,000 2,500 A total of 635 prizes. .$30,000 * Do not mail any entry before the first week in August. You must see all “six keys" before you can write correct answers, and the final key will not appear until then. All entries must be mailed by mid- night, August 25, 1927, to Contest Judges, i Coca-Cola Co., Atlanta, Ga. Find six keys to the popularity of Coca-Cola through thousands of personal interviews, the public has given us six outstanding reasons why every- body likes Coca-Cola, We have named them “six keys to the pepilanty, of Coca-Cola.” And they will illustrated and presented in Coca-Cola advertising during the next three months —in magazines and many newspapers— in outdoor signs and posters—in show windows and at stores and stands of the many thousands of places that serve Coca-Cola. To show you how to look for the ‘‘six keys,"’ we'll point out the first one—in the advertisement on the opposite page. It is “taste.” The other five will be just as easy to find—if you keep your eyes open to Coca-Cola advertising during the next three months, AS A RESULT of a national survey, Just three things to do to enter this $30,000 cash prize contest: 1. Find the ‘‘six keys."" Tell where you found each one. 2. Pick out the key that appeals to you most and tell in one paragraph why it is @ good reason for the popularity of Coca-Cola. 3. Then write an answer (in one para- graph) to the following question: What Coca-Cola outdoor sign (painted wall, bulletin, poster, red sign on a store or along a street or highway) or what Coca-Cola show window display or soda fountain or refreshment stand decoration best illus- trates or presents to you one or more of the “six keys''? Tell why—and also where you saw the advertisement, (Note that maga- zine and newspaper advertisements are eliminated in answering this question.) Where to Find the Six Keys and The_“‘six keys to the popularity of Coca-Cola” will be illustrated and pre- sented in many newspapers throughout the country and in the following maga- zines on the following dates—one key to each advertisement: The Saturday Evening Post—May 7, une 4, June 18, July 2, July 16, August 6, iterary Digest — May 14, June 11, June 25, July 9, July 23, August 13. Liberty—May 14, June 11, June 25, quly 9, July 23, August 13. “Collier’s eekly — May 21, June 4, June 18, June 9, August 4. July 2, in 16, August 6. Life—May 5, une 23, July 7, July 21, the Answers to the Questions To answer what Coca-Cola advertise- ment, other than those in newspapers and magazines, best illustrates or pre- sents one or more of the “six keys,” keep your eyes open for the following Coca- Cola advertisements: Posters—60,000 in 5,000 communities. Painted Walls and Bulletins—20,000 throughout the country. Show Window Displays, Soda Fountain and Refresh- ment Stand Decorations—at more than 415,000 places where Coca-Cola is served. Little Red Coca-Cola Signs—hundreds of thousands dot the streets and corners everywhere, Enter This $30,000 Contest Now and Follow These Simple Rules « Contest will close at midnight, Au I] answers postmarked Aug: acceptable. young and old —except people connected with The Coca-Cola Company or a Coca-Cola bottling company, or their families. Do not mail your entry before the first week in August. You must see all “six keys” in adver- tisements before you can write correct answers and the final key will not appear before the first week in August. Write on only one side of your paper. Use type- writer, pen or pencil, but please write plainly. Write your name, occupation and address plainly at the top of the first page of your entry. . Prizes will be awarded strictly on merit, on the following points: (a) The correct naming of the “six keys” and the place you found each one. (b) The best answer why any one of the “six keys” is a good reason for the popularity of Coca-Cola. (c) The reasons you give (also the place you saw it) for the Coca-Cola advertisement (outside the newspaper and magazine ad- vertisements) that best illustrates or pre- sents one or more of the “six keys.” (d) The neatness and clearness of your answers. 7, All answers become the property of The Coca- Cola Company and may be used by it in adver- tising or otherwise. None will be returned. & Address all answers to CONTEST JUDGES ‘The Coca-Cola Company, Atlanta, Ga. Announcement of the winners and awarding of the prizes will be made as soon after the close of the contest as the judges can complete their work. The judges will be three former Presidents of the International Advertising Association (for- merly Associated Advertising Clubs of the World) and the President of the Coca-Cola Bottlers’ Asso- ciation, and their awards shall be final. Se ORESE SIMPLE 1a 1s comicbooks.com