Life, 1913-08-21 · page 40 of 40
Life — August 21, 1913 — page 40: what you’re looking at
What you’re looking at
This is primarily a **product advertisement**, not a political cartoon. The page promotes Welch's grape juice with the tagline "Be Diplomatic—Drink Welch's." The humor lies in the implied context: this advertisement likely appeared during the **Prohibition era** (or leading up to it), when alcohol consumption was increasingly controversial. "Be Diplomatic" is a winking suggestion—serving non-alcoholic grape juice allows a host to be socially graceful while avoiding alcohol, which was becoming socially/politically contentious. The illustration shows a cherubic child serving the drink, emphasizing its wholesomeness and safety for all ages. The reference to "Welch Punch served in Washington" suggests official/respectable use. The joke for contemporary readers: Welch's markets grape juice as the sophisticated alternative to alcoholic drinks during a period of moral and political debate over alcohol's place in American society.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Be Diplomatic—Drink Welch’s Welch’s is a good-fellow’s drink. The man can serve it asa Welch Ball or Welch Rickey—both nippy, tingling, thirst-quenching beverages that take the dust out of your throat and the parch off your palate. Or you will surely enjoy itstraight. See that it is cold. Welch's “Che National Drink” Welch’s is bottled from the freshest, finest, full-ripe Con- cords. ‘The Welch process saves for_you the rich, tart, fruity goodness of the juice. Our selection of the grapes, combined with the extreme care and cleanli- ness of the Welch process, is what insures the inim- itable high quality and remarkable flavor of Welch’s. Keep a case of Welch’s at home. Your family will know many ways in which it can be served on short notice. Here’s the famous Welch Punch that excited comment all over the world when it was served in Washington: The Welch Punch Juice of three lemons and one orange; one pint of Welch’s; one quart water; one cup sugar. Garnish with fruits; serve very cold. Get the Welch habit—it’s one that won’t get you If unable to get Welch’s of your dealer, we will ship atrial dozen pints for $3, express prepaid east of Omaha. Sample four- ounce bottle mailed for ten cents. Book of recipes mailed free. The Welch Grape Juice Company Westfield, New York comicbooks.com