Life, 1911-12-07 · page 11 of 112
Life — December 7, 1911 — page 11: what you’re looking at
What you’re looking at
This is a **Welch's Grape Juice advertisement**, not political satire. The page depicts "The Welch Club"—a social gathering of well-dressed men at what appears to be a bar or establishment, with the tagline "Get on the Welch-Wagon for 1912." The humor relies on a play on words: "Welch-Wagon" mimics the temperance movement's famous "Water Wagon" (abstaining from alcohol). The ad markets Welch's as "a man's drink"—an alternative beverage for social occasions that doesn't require alcohol. The advertisement emphasizes Welch's as wholesome ("natural drink, with natural effects"), suitable for home use, and available everywhere. It represents early 20th-century marketing attempting to position grape juice as sophisticated and manly, targeting men specifically.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
more IDI AIAA EAI Get on the Welch-Wagon for 1912 WELCH’S is a man’s drink. Served plain and cold, it has just the tart-sweet taste that a man likes, As a Welch Trees of ice, high glass, fill half with WEI CH ’S, half with charged water—it goes to “the spot.” There’s a dozen other ways to mix and fix it. We chis vere Drink Grape Juice You will find WELCH’S at all soda fountains, and in all drug stores, cafes, restaurants, hotels, clubs, dining cars, etc., where the best is served The man who wants ‘something before breakfast”’ finds it in WELCH’S. It is a drink without a drug and without a drag. It satisfies the thirst. It is a true tonic without an evil aftermath. It ends the craving for something; it is a natural drink, with natural effects. If unable to get WELCH'’S of your dealer, express free east of Omaha, for $3. Keep a case at home. Dozens of times you will serve it to callers, and dozens of | times your family will use it in dainty deserts and delicious drinks. Our book- | let of recipes for the family enjoyment of | WELCH’S is sent free on request. Write | us for this valuable little book today. ill send a dozen pints, Sample g-oz. bottle mailed, roc The Welch:Grape Juice Company Westfield, New York Do more than ask for Grape Juice—ask for WELCH’S—and get it comicbooks.com