Life — May 2, 1930 — page 4: what you’re looking at

What you’re looking at

# Analysis This page is primarily a **caffeine-free coffee advertisement** for Kellogg's Kaffee Hag Coffee, occupying the left two-thirds. The ad emphasizes that the product allows people to "enjoy" coffee at dinner and still "sleep" afterward—addressing a real concern of the era about coffee's stimulant effects keeping people awake. The right column contains "Diary of a Gag Man," a humor column with unrelated anecdotes (failed library visits, marriage announcements, hat salesmen, barber mishaps). The small cartoon at bottom right depicts a cherub-like figure, accompanying a caption about missing someone. The page reflects **early 20th-century advertising** targeting anxious consumers: the ad's core pitch—real coffee taste without caffeine's drawbacks—would have resonated with health-conscious dinner hosts wanting social sophistication without sleep disruption.