Life, 1912-08-22 · page 44 of 44
Life — August 22, 1912 — page 44: what you’re looking at
What you’re looking at
This is a straightforward advertisement, not satire. It promotes Welch's Grape Juice as "A Man's Drink" by showing a well-dressed man preparing a beverage with ice, grape juice, and charged (carbonated) water. The ad emphasizes the product's masculinity—marketing grape juice as sophisticated and appealing to men, which was necessary since juice was often coded as feminine or childish. The tagline and presentation suggest this is an upscale, refreshing drink suitable for gentlemen. The company offers bulk ordering and free promotional materials. This reflects early 20th-century marketing strategies targeting male consumers for non-alcoholic beverages.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
—— APiece of Ice, AHalf Glass of Welch's, Charged Water_— Welch Grape Ball ben pints for $3, express by mail, 10 cents. Write for our free hooklet, " The Hostess and Welch's Grape Juice.” The Welch Grape Juice Company, Westfield, N. Y. comicbooks.com