Life, 1929-06-07 · page 2 of 48
Life — June 7, 1929 — page 2: what you’re looking at
What you’re looking at
This is primarily an **advertisement for bottled carbonated beverages**, disguised as humorous editorial content—a common advertising approach of the era. The cartoon depicts **Noah** (the biblical figure, identifiable by his captain's hat and beard) complaining about rain during the flood, while a monkey holds a bottle of carbonated beverage. The joke is a pun: Noah says "It's all wet" (about the rain), which "reminds me that I'm dry"—meaning thirsty. The narrative frames a fictional anecdote about Mr. J.L. Noah, president of the Noah Navigation Company, who humorously laments the constant rain and wishes for the Sahara Desert's dryness. The solution offered: bottled carbonated beverages provide refreshment and "fair weather" indoors. The satire gently mocks both the rainy climate and offers the product as comedic relief—typical mid-century advertising that blended entertainment with marketing.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
SPARKLING MOMENTS in the HISTORY OF BOTTLED CARBONATED BEVERAGES It’s all wet!” said Noah.... “which reminds me that I’m dry!” Ze was raining. It had been raining. It continued to rain. Mr. J. L. Noah, president of the Noah Navigation Com- pany, Ltd., was down in the mouth and up in the air. “This ark business is all wet!’ he declared petulantly, “and if I ever get out of it, you can bet two pounds of animal crackers that I’m going to make for the dryest spot in the Sahara Desert. I want to reign where there is no rain. "]'m sick and tired of looking at rain and listening to it... but there's just \ erage: BOTTLER one consolation—I don’t have to drink rain!” Into the old navigator’s eyes came a look of rare contentment as he pressed a buzzer for the second chimpanzee— “A bottle of carbonated beverage from the ice box, Jo-Jo,” he ordered, “and you might take a look at the Weather Report for tomorrow!” . s * Which reminds us to remark that it will always be Fair Weather in your household if the ice box is laden with bottled carbonated beverages. fi Ce IN YOUR T Ith —_—~ AMERICAN BOTILERS CARBONATE: BEVERAGE! > OWN comicbooks.com