Life, 1913-12-04 · page 15 of 112
Life — December 4, 1913 — page 15: what you’re looking at
What you’re looking at
This is a **Welch's grape juice advertisement**, not political satire or editorial cartoon. The page features a stylized illustration of an elegant woman holding a bottle of Welch's, positioned beneath mistletoe. The romantic imagery—"The lips that touch Welch's are all that touch mine"—uses a flirtatious appeal to market the product for holiday entertaining. The advertisement emphasizes Welch's as "The National Drink," promoting it for Christmas dinners, formal gatherings, and punches. The copy highlights the product's "unsurpassed quality" and natural fruit acids from Concord grapes, positioning it as both sophisticated and healthful—a premium beverage for refined social occasions. This reflects early 20th-century advertising conventions: aspirational imagery, romance-tinged messaging, and appeals to genteel hospitality to sell consumer goods to middle and upper-class readers.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
‘The lips that toitch ( Welch's /® ave all that fouch_/ es 777717e” | eae n d For the Christmas dinner, for the luncheons and formal and er Para- . informal affairs of the holiday season, Welch’s will be a eaminte distinctive feature of the good cheer. Unsurpassed quality t awaits and rich, fruity flavor distinguish Welch’s. The fruit acids und daz- and sugar of the Concord grape give zest to the appetite at thei _ without taxing digestion. Serve Welch’s plain, with charged water or as a punch. Families of a You get Nature’s best at its best in Welch’s “Che National Drink” Order a case now. If unable to get Welch's of your dealer, we will ship a trial dozen pints for $3, express prepaid east of Omaha. Booklet of recipes free.