Life, 1929-02-15 · page 44 of 44
Life — February 15, 1929 — page 44: what you’re looking at
What you’re looking at
This is a **Coca-Cola advertisement**, not political satire. The page promotes Coca-Cola as a social beverage by depicting soldiers or workers (identifiable by their military-style uniforms and caps) taking a refreshment break at what appears to be a soda fountain. The ad's central claim—"All think alike about the pause that refreshes"—suggests universal agreement on Coca-Cola's appeal across social groups. The imagery of uniformed figures meeting for drinks emphasizes communal bonding and sociability, comparing soda fountain gatherings to formal "afternoon tea" traditions. The text mentions "Coca-Cola Clubs," apparently informal social groups organized around fountain visits. The phrase "IT HAD TO BE GOOD" reinforces mass consensus appeal. This reflects early 20th-century marketing strategy: positioning a commercial product as a democratizing social institution where diverse people unite. The military-adjacent dress of the figures likely references wartime patriotism or industrial workforce camaraderie, though the specific historical moment remains unclear from the image alone.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
think alike about the pause that refreshes HOPPERS, especially, like to meet at soda S fountains—to pause, join friends, and be refreshed. Nowhere else is so bright and cheerful, so inviting and convenient. Such meetings have much of the sociability of an afternoon tea. And many of these groups meet by appointment, calling their gatherings “Coca-Cola Clubs.” ~ ~ The charm of Coca-Cola is proclaimed at all foun- tains—because everybody thinks IT HAD TO BE GOOD OVER G MIELLION ‘The Coca-Cola Company, Atlanta, Ga alike about this pure drink of natural flavors, served ice-cold, with that tingling, delicious taste and its cool after-sense of refreshment. The little red sign—around the corner from anywhere—is a standing invitation to pause and refresh yourself. THE BEST SERVED DRINK IN THE WORLD Served in its own thin, crystal-like glass. This gloss insures the right proportions of Coca-Cola syrup and ice-cold carbonated water. The final touches are to add a little finely chipped ice and stir with a spoon until the sparkling bubbles bead at the brim. TO GET WHERE IT IS »& DAY comicbooks.com