Life, 1914-08-20 · page 40 of 40
Life — August 20, 1914 — page 40: what you’re looking at
What you’re looking at
This is a full-page advertisement, not political satire. It depicts a stylized picnic scene with fashionably dressed women and men, marketing Welch's grape juice as "the National Drink" suitable for outdoor gatherings. The ad emphasizes that Welch's is "unfermented"—a significant detail in 1914. This likely references Prohibition advocacy, which was gaining momentum (Prohibition passed in 1919). By marketing non-alcoholic grape juice as ideal for picnics and social outings, Welch's positioned itself as a wholesome alternative to alcohol during a period of increasing temperance sentiment. The advertisement highlights the product's convenience in portable four-ounce bottles and appeals to middle-class consumers planning country outings. It's essentially using social messaging about health and proper behavior to sell a product aligned with emerging anti-alcohol cultural values.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
s Welch’s is typical of the picnic spirit The pure unfermented juice of the choicest Concords—more choice this year than ever before —the essence of October vineyards — carrying good cheer and good health in every glass, is the best of outdoor beverages. You cannot but appreciate this when you drink Welch's “Che National Drink” The outing in the country, the roadside lunch while touring, the family picnic—all have something “extra” and are made more enjoyable when Welch's is a feature. The individual four-ounce bottles pack closely in the hamper and indi- cate special forethought. Do more than ask for “Grape Juice” — say WELCH'S and GET IT! If unable to get Welch’s of your dealer, we will ship a trial dozen pints for $3.00, express prepaid east of Omaha. Sample 4-ounce bottle by mail, 10 cents. The Welch G any - Westfield, New York August 20, 1914