Life — June 2, 1927 — page 4: what you’re looking at

What you’re looking at

# Analysis This is an advertisement for raisins disguised as social commentary. The cartoon shows a presenter pointing to a blank board, introducing the topic "Take Raisins." The text satirizes Prohibition-era marketing by California raisin growers. During Prohibition (when alcohol was banned), the raisin industry spent $50,000 advertising raisins as food, including promoting "raisin nibbling for your daily iron" and raisin bread consumption. The satire's point: the advertising campaign succeeded economically—raisin prices dropped despite massive promotion because supply exceeded demand. The author finds this amusing: the industry spent heavily to boost sales but inadvertently proved that aggressive advertising alone cannot overcome market fundamentals. Prosperity came to the region anyway, suggesting advertising's limited power. This is ultimately an advertisement betting "his product is right" through reasoned argument rather than hype.