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South African Jewish Chronicle
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The South African Jewish Chronicle clippings, "Page 3 of the pre-paid advertisements on Page 1079"

Newspaper clipping depicting page 3 of the pre-paid advertisments on page 1079 in Volume IV - Issue 65 of the New Series in The SAJC newspaper circulated on 29 December 1911. This is the eighteenth page in the Collection of 20 consecutive pages preserved from an early Issue of the SAJC.
The pre-paid advertisments section is described in the SAJC as "miscellaneous pre-paid advertisments such as Wanteds, To Lets, For Sales, Situation-Vacant or Wanted, etc." on the first page of advertisments.
The first advertisement includes a cartoon accompaniment, and is for Golden Cloud Flour. This includes a quote from a buyer stating that the product "has made a big hit!". The cartoon is of an elf-like figure pushing a wheelbarrow of Golden Cloud flour, running into the heels of a man carrying a bag of flour labelled as "Best 'nearly as good' flour". This label is a reference to the fact that the Golden Cloud flour is the best, whereas anything else is inferior, or at best "nearly as good". Similarly, the imagery of the Golden Cloud flour wheelbarrow being on the heels of the man carrying other flour suggests that other flour brands are not ahead of this brand, and nor can other brands outrun the brand of Golden CLoud. The use of an elf-like creature also suggests the Golden Cloud flour is 'magical' or 'other worldly', whereas the other brand is clearly limited by human qualities such as being slower and less than the best and the transporting agent is anthropormorphised as humanly slower than the magical and mechanical speed of the elf-driven wheelbarrow.
The other two advertisments are cut off in these scans of the pages, but it is clear that one is for a tailor and the other is for jars of 'ingelegde vis' (a Dutch dish).

South African Jewish Chronicle

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