Life, 1904-10-06 · page 37 of 38
Life — October 6, 1904 — page 37: what you’re looking at
What you’re looking at
This is a **full-page advertisement**, not satire or political commentary. It promotes Peter's chocolate, a Swiss brand invented 37 years prior (circa 1867). The imagery depicts an Alpine mountaineer ascending a snowy peak, reinforcing the product's Swiss origin and premium positioning. The headline "High as the Alps in Quality" uses geographic prestige to suggest excellence. The ad emphasizes the chocolate's versatility across upper-class leisure activities: camping, shooting, yachting, golf, afternoon teas, and as a children's treat. Claims about being "nourishing" and not creating thirst suggest practical benefits for outdoor pursuits. The distributor, Lamont, Corliss & Co. in New York, offers a free booklet about Mont Blanc climbing, using mountaineering romance to market the product. This reflects early 1900s advertising conventions: associating imported goods with European sophistication and targeting affluent consumers with leisure activities.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
October 6, 1904. “TRRESISTIBLY DELICIOUS” PETER’S THE ORIGINAL SWISS MILK CHOCOLATE Invented by D. Peter, of Vevey, Switzerland, thirty-seven years ago. Time has but strength- ened its superiority over all imitators. Nourishing and Does Not Create Thirst. Wonderfully Smooth and Dainty. The Premier Milk-Chocolate of theWorld UNIVERSALLY USED When Camping Out. At Teas and Receptions, On the Long Day’s Shoot. | For After Dinner Bonbons. For the Patient Angler. As a Wholesome Sweet for For Yachting Parties. Children, On the Golf Links. For Convalescents. Free Sample and illustrated booklet, “‘An Ascent of Mont . Blanc,” upon request. LAMONT, CORLISS & CO., Sole Importers, Dept. P,” 78 Hudson St., New York. comi