Life, 1929-08-16 · page 30 of 36
Life — August 16, 1929 — page 30: what you’re looking at
What you’re looking at
This page combines two distinct elements: a French mineral water advertisement (Vichy-Célestins) and a charitable fundraising appeal for *Life* magazine's Fresh Air Fund. **The Advertisement (left):** Promotes Vichy bottled water as relief from oppressive summer heat, claiming it tones the digestive system and is recommended by physicians. **The Main Content (right):** A narrative about "Jimmy," a poor nine-year-old boy from crowded tenement housing in New York City who swims illegally in the dirty East River during brutal summers because his apartment lacks windows or showers. The piece uses Jimmy as a sympathetic figure to solicit donations for *Life*'s Fresh Air Fund—a genuine charitable program offering poor urban children two-week summer camp vacations in rural New Jersey and Connecticut. **The Social Context:** This reflects early 20th-century Progressive Era concerns about urban poverty, child welfare, and public health. The contrast between Jimmy's dangerous urban reality and the idyllic country camp represents the era's belief that fresh air and nature were essential remedies for city children's physical and moral development. The fundraising goal: twenty dollars per child (approximately $650 in modern value).
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Life Hot Humid Days And Nights Without Relief wily célestins french vichy depressing summer heat makes you tired and weakens your whole system. Vichy-Célestins, a refreshing beverage, pleasant to taste, will be a marvellous tonic for organs, which need it to keep in perfect con- dition. This natural, pleasant tast- ing mineral water is possessed of rare curative properties. It is recommended by physicians for table use and for toning up the digestive system. Served by clubs, hotels and restaurants, and sold by your urocer and druggist. Feancis H. Leccett & Co 27th Street and Hudson River, New York General Distributor: for the United State “Ole Swimmin’ Hole” IMMY learned to swim off the East River docks. Of course it’s dirty and oily and his mother had often begged him not to go, especially when she read of some small body being re- covered, but what is a kid to do in the sticky heat of a New York summer? It’s bad enough uptown, but when you live in a cubby-hole without windows and the only shower in the neigh- borhood is the one provided by kindly firemen, you learn what Heat really is. It isn’t: simply an incon- venience to be met by electric fans and cold drinks and “taking it easy”; it is a tangible, dreaded presence whose ravages can be seen on human faces down in the tenements. Even Jimmy, though he’s only nine (and an undersized nine at that) knows and hates it. Still, brooding humid days are followed by nights that bring no relief. Beds are made up on fire-escapes; whole families move en masse to roofs. On days of record temperature the police allow people to sleep on the grass in the parks. It’s not exactly comfortable, but it’s Heaven after the stifling heat indoors. That's why Jimmy goes to the East River to swim, in spite of slime and dirt and policemen’s warnings and mother’s tears and the dangerous un dercurrent. It’s Jimmy’s only substi- tute for the “ole swimmin’ hole” which should be every boy's right and privil You may be, if you will, the con necting link between Jimmy and a real “ole swimmin’ hol At Pot. tersville, N. J., Lire maintains a camp for boys like Jimmy where swimming is only one of many delights. It’s bigger than any park Jimmy has ever seen and he can run across the grass there unmolested. The best of food and fresh country air All out thin lit- ue bodies and put color in pale checks. And Jimmy can swim to his heart's content without troubling his mother, for watchful counsellors maintain con stant guard over the boys who swim and splash in the crystal-clear water. And sixteen days of carefree life such as Jimmy has never known can be his for twenty dollars, Will you send Jimmy to Potters- ville or his sister to the equally splen did girls’ camp which Lire maintains at Branchville, Conn.? You'll enjoy your own vacation the more for it. Please fill out a check now and mail it to Lire’s Fresh Air Fund, 598 Madison Avenue, New York City. LIFE’S Fresh Air Fund Lire’s Frist Ain Funo has been in opera tion for the past forty-two years. In that time it has expended $476,000.00 and has given 4 happy holiday in the country to $2,000 poor city children, Twenty dollars, approximately, pays for such a holiday for some poor child from the crowded, hot city. Won't you help? Contributions (which are acknowledged in Lire about four weeks after their receipt) should be made payable to Lire’s Fresit At Funn, and sent to 598 Madison Avenue, New York. Previously acknowledged John H. Jennings, St. Louis R. F. BL Mr. & Mrs. P. ington, lowa Mrs. C. P. Faller, Harrisburg. John W. Gilbert, New York C. L. Rogers, Philadelphia Agnes & Peggy Clarke, Utica, N.Y. Walcott. Bishop Thompson, Salt Lake City Hildegarde Thompson, Salt Lake City Dorothy Jane Thompson, Salt Lake City Austin K. Wardwell, Cambridge, Mass. Susan G. E. 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