Judge, 1906-04-21 · page 11 of 16
Judge — April 21, 1906 — page 11: what you’re looking at
What you’re looking at
This is **not a cartoon or satire** — it's a straightforward **advertisement** for Peter's milk chocolate, a Swiss import distributed by Lamont, Corliss & Co. in New York. The page features an Alpine mountaineer triumphantly holding a chocolate bar atop a mountain peak, illustrating the advertising slogan "High as the Alps in Quality." The imagery connects the product's Swiss origin to Alpine excellence and purity. The ad's claims reflect early 20th-century marketing language: chocolate is pitched as nutritious "genuine food" suitable for children and adults alike, claimed to be wholesome as "bread and butter" and notably "does not create thirst" — a selling point suggesting it won't make consumers thirsty in an era before modern beverages were widely available. This represents typical **luxury food advertising** from Judge magazine's era, targeting middle-class readers who could afford imported Swiss chocolates.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
ETER §& D.DENTOR VEVEY SWITZERLAND <<» cE ORIGINAL At the summit of excellence in eating chocolate is PETER’S It has that smooth, rich, full cream flavor that delights all lovers of good eating chocolate. It is more de- licious than any candy and as whole- some as bread and butter. In the home Peter’s Chocolate should be always on hand for the chil- dren, as well as for the older folk, be- cause Peter’s is a genuine food, highly nutritious and sustaining, that can be eaten freely, with benefit instead of injury. It does not create thirst. Those who want the Best must Insist upon having Peter’s. LAMONT, CORLISS & CO., Sole Importers 78 Hudson St., New York comicbooks.com