Life, 1912-11-07 · page 53 of 60
Life — November 7, 1912 — page 53: what you’re looking at
What you’re looking at
This page is primarily **advertising**, not satire or political commentary. It contains two luxury product advertisements from the early 20th century: **Left side:** Maillard's Breakfast Cocoa and chocolate confections, positioned as upscale refreshments for "luncheons and afternoon teas" at their Fifth Avenue shop in New York. **Right side:** A Waltham Premier Maximus watch in an 18-carat gold case ($400 complete)—presented as the ultimate luxury gift. The ad emphasizes its accuracy by referencing certification from England's Kew Observatory, appealing to wealthy gift-givers seeking to express "vast regard or deepest affection." **Bottom:** A small cartoon with a fire department phone gag (appears unrelated to the advertisements). Both ads target affluent early-1900s consumers through appeals to refinement, precision, and status. The language ("casquet de luxe," "princely magnificence") reflects the era's taste for French-influenced elegance among the wealthy.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
The acme of perfection in table beverages is found in Maillard’s Breakfast Cocoa. Deliciously satisfying at luncheons and afternoon teas. Maillard’s Vanilla Chocolate is a food confection, WAI | HAM pure and nutritious—a rarity as to wholesomeness and excellence of quality. 8, a PREMIER MAXIMUS Fifth 7p at 35th . Avene , ‘Stet WATCH CHOCOLATES, BONBONS, FRENCH BONBONNIERES with the Kew Class A Certificate Afternoon tea served in the Luncheon Restaurant, three to six in thi s casque. t de luxe is a treasure which marks the zenith of splendid giving. It is the utmost possible in marvellous accuracy, honored by authority, and dressed in princely magnificence. The Premier Maximus in its 18 carat gold case is the finest and most wonderful watch made at Waltham. There can be no higher praise. When this watch is accompanied by the Kew Class A Certificate it means that the Kew Obser- vatory of England (the most famous in all the world) has scientifically tested and tried this particular watch and guaranteed it as of maximum accuracy. Such acertificate means that the instrument is more than a fine watch; the stars in their courses are scarcely more regular. The Sterling Silver casquet de luxe is a fitting gift case for such an instrument. At the top may be engraved the owner’s name and the occasion of the gift if desired. And it may be used as a handsome ornament or jewel case: The Price complete is Four Hundred Dollars. pies It sometimes happens that an individual or a group de- Ed sires to make a gift which shall express a vast regard or Tt the deepest affection;—and the world’s best is not too ie good. Here is the response. We think you would be interested to know more of this wonderful watch, and the unique Kew Observatory (it is an extraordinary place). We will gladly send you without charge a booklet about the watch and the place. Please mention ‘‘ The Gift for a Prince.” WALTHAM WATCH COMPANY, Waltham, Mass. “MELLO, CENTRAL, GIVE ME THE FIRE DEPARTMENT. 15 THIS YOU, MIKE? THIS IS OSCAR. CAN YOU LEND ME YOUR EXTENSION LADDER FOR A FEW Hours?” } 4 comicbooks.com