Life — February 10, 1910 — page 6: what you’re looking at

What you’re looking at

# Analysis This is primarily a **Peter's Milk Chocolate advertisement**, not satire or political commentary. The page uses a portrait of an elderly gentleman in formal 18th-century dress to anchor the ad's message: "The Worth of Character—Consider Worth, Character, Quality and then—Choose Peter's." The advertisement employs a classical appeal to virtue and quality selection, suggesting that just as one would choose a person of good character, consumers should choose Peter's chocolate for its inherent worth and quality. The figure appears designed to evoke trustworthiness and tradition rather than represent a specific historical person. The ad's manufacturer, Lamont, Corliss & Co., was located at 78 Hudson Street, New York. This represents straightforward early 20th-century advertising rather than editorial satire.