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This is an ad for Uneeda Biscuits, aproduct offered by the National Biscuit Companu (Nabisco). The ad appeared in the Ladies Home Journal (January 1930). Uneeda Bakers/Nabisco often used children in raincoats for its advertising. This was to stress the freshness preserving packaging for which the company was known. The ad copy at the bottom of the page read, "Uneeda Biscuit has been the world's best soda crackers for more than 30 years--because of its extra goodness and flavor, its extra crispness and delicacy : : : Its the perfect soda cracker--day time anywhere." The boy in the illustration wears a boy in a yellow raincoat (hard to tell if its rubber coated cotton, or an oilskin). Note the date. I thought yellow raincoats were a fairly recent development. I only recall black in the 1940s. But clearly yellow rain coats appeared earlier.
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