Life, 1904-04-14 · page 20 of 20
Life — April 14, 1904 — page 20: what you’re looking at
What you’re looking at
This is a Swiss chocolate advertisement, not political satire. It promotes Peter's brand milk chocolate from Vevey, Switzerland, invented by D. Peter. The imagery contrasts two uses: a woman "eating only" chocolate (left), versus an Alpine mountaineer (right) scaling peaks with chocolate as sustenance. The tagline "High as the Alps in Quality" plays on both the mountainous Swiss landscape and the product's premium positioning. The ad emphasizes novelty chocolate items—sardine-shaped pieces, sea shells, decorative boxes—marketed for "dinners, teas, receptions, or social functions." Pricing ranges from 35¢ to 60¢. This reflects early 1900s luxury marketing: Swiss chocolate was prestigious, imported goods signaled sophistication, and elaborate chocolate novelties were fashionable gifts for middle-class entertaining.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
April 14, 1904 “High as the Alps DS VEVEY ————————————————— THE ORIGINAL ILK CHOCOLATE} (O,PETER | a a rae a] INVENTOR | ( ’ y, KG WE are prepared to supply a number of very interesting and pleasing novelties made in unique and original designs of the celebrated PETER’S MILK CHOCOLATE Most appropriate for Imported from Switzerland DINNERS TEAS RECEPTIONS or SOCIAL FUNCTIONS of any kind SARDINES (without oil—Clever Imitation of Sardine Box—coataining little Fish made of most delicious Chocolate. Full Size Box, sent postpaid, for 35¢ SEA SHELLS—Delicate and Pretty Imitation of Shells—made of Chocolate. packed in Dainty and Artistic Boxes, tied with Ribbon. Large Box, sent postpaid, for 60¢ ‘oe adore are bat a few of the various novelticn we can mupply. Al made of the Smaller Size, 8S 356 taifest. Full information of wyicennd prceateutupoareacat. | Regular round and flat packages at all stcres LAMONT, CORLISS & CO., sore mporters Deft. P78 Hudson St., NEW YORK comicbooks.com