Life, 1904-03-03 · page 37 of 38
Life — March 3, 1904 — page 37: what you’re looking at
What you’re looking at
This is a full-page advertisement, not political satire. It promotes Peter's milk chocolate, a Swiss product invented by D. Peter of Vevey. The imagery uses mountaineering to reinforce the "high quality" claim: a woman on the left examines the product while a Swiss mountaineer on the right scales an Alpine peak. The visual metaphor equates chocolate quality with Alpine heights—"High as the Alps in Quality." The ad emphasizes that this chocolate is "for eating only" (doesn't create thirst like other chocolates), is wholesome and easily digested, and comes hermetically sealed for long shelf life. It targets travelers, cyclists, schoolchildren, and anyone wanting quality confection. The distributor, Lamont, Corliss & Co. in New York, offers free samples and a promotional booklet titled "An Ascent of Mont Blanc"—extending the Alpine marketing theme. This represents typical early-20th-century advertising using adventure and national reputation (Swiss chocolate) to sell products.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
“High as the Alps for Eating Only D.PETER INVENTOR VEVEY N SWITZERLAND S Have You Tasted It? a There’s no describing it—the ORIGINAL Milk-Chocolate, made in Switzerland by D. Peter, the inventor. Pure chocolate and fresh milk with all its cream are here blended into a food confection which is compelling in deliciousness. DOES NOT CREATE THIRST like ordinary eating chocolate, and is wholesome, satisfying and strengthening for every one. Easily digested. Give the children PETER’S Swiss Milk-Chocolate. Each piece hermetically sealed in tin-foil, will keep for any length of time. Excellent for travellers, cyclists and school lunches. Perfect for the finest confection. Sold in all STORES. FRE A Sample of PETER’S Chocolate, and also ¢ illustrated booklet, “An Ascent of Mont Blanc.” LAMONT, CORLISS & CO., Sole Importers, 78 Hudson Street, New York. ee comicbooks.com