Life, 1910-12-01 · page 83 of 108
Life — December 1, 1910 — page 83: what you’re looking at
What you’re looking at
This is a full-page advertisement, not political satire. The image shows two men in business attire examining bottles of Welch's grape juice, establishing the product as a sophisticated, respectable beverage. The ad's humor is gentle and social rather than satirical. It plays on gender roles common to early 20th-century advertising: husbands are urged to adopt the "Welch Habit," while wives are instructed to request recipe books and encourage their husbands' consumption. The copy positions grape juice as a wholesome, pure "National Drink"—notably emphasizing its non-alcoholic virtue during the Prohibition era (though the date isn't specified here). The rhetorical strategy flatters the product as exceptional and difficult to imitate, while the decorative border and formal layout signal respectability. The Christmas gift suggestion and regional marketing (mentioning Omaha) reflect period sales tactics.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Even Beiter Life, Welch’s grape juice LIK i elch’ is what we make it. Anybody can take grapes and put up the juice—but they can’t put up WELCH’S. LIFE aims to collect the brightest of the sunshine and the merriest of the thoughts of the world. WELCH’S is the juice of the pick of the crop of the glorious Concord grapes —which reach their highest point of perfection in the Chatauqua belt. We are in the heart of that belt. * * * We pay a bonus over the regular daily market price for our choice of the best of the crop each year. This year we paid the highest price ever known for Concord grapes—but we got the biggest, juiciest, finest of them all. There is an individuality, a differentness, to WELCH’S that is fast mak- ing it the National Drink. It cannot be put into words—but you will find it in the glass. * Try a WELCH grape ball—high glass, chunk of ice; fill half full of WELCH’S, then to the top with charged water. HUSBANDS—Ask your wives to write right away for the WELCH book of recipes telling how to make WELCH grape punch, WELCH grape sherbet, and many other delicious drinks and dainty desserts. * * WIVES—Tell your husbands to get the WELCH Habit. It’s a habit that won’t get them. Remember: WELCH'’S is pure, clean, wholesome and always refreshing. ‘‘You pour it from the bottle as you’d squeeze it from the grape.” Your dealer will supply you. Be sure, then you won't be sorry. Ask for WELCH’S. A Merry Christmas Box of WELCH’ S— The National Drink Nothing more seasonable for sick or well, relatives or friends. If your dealer hasn't it send us $3.00 and we will ship, express free, to any address east of Omaha, a 12- pint case of WELCH’S. Welch Grape Juice Co., Westfield, N. Y.