Life, 1915-09-16 · page 37 of 48
Life — September 16, 1915 — page 37: what you’re looking at
What you’re looking at
This page consists primarily of **advertisements**, not editorial cartoons. The top ad promotes **Perrier water**, a French sparkling beverage, using flowery language about its natural spring origin in Southern France to market it as a refined product for discerning palates. It also includes a health claim about treating gout and uric acid troubles. The lower left advertises **The Theatre Magazine**, featuring a dialogue joke about critic Alan Dale. The humor rests on the implication that Dale's harsh reviewing style ("straight-from-the-shoulder") was previously being censored or softened—now readers will finally get his "real snappy criticism." The right ad for **Cook's Imperial Extra Dry Champagne** (American-made) directly addresses wartime sentiment. It mocks the "popular superstition" that foreign labels are superior, arguing that American wine is actually better *and* cheaper. This reflects **WWI-era economic nationalism**—encouraging American consumers to buy domestic products over European imports. All three ads exploit contemporary consumer anxieties: taste/refinement, entertainment quality, and patriotic purchasing during wartime.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
ATURE showed her sovereign wisdom in her choice of a birthplace for Perrier—it bursts, a flood of 7, eueneN Ket bubbling purity, from a glorious — weather thirst drink Pesta fox Frome natural Spring midst the purple of “raote’"iPoiers inspired by Perrier. vineyards of Southern France. Thus, fortunately, the water of matchless sparkle and delicacy has its origin among men pos- @ : sessed of exceptionally refined e ; | le and appreciative palates. Perrier is bottled at the Springs in the South of RENCH N ATUR France amidst the glorious French vineyards. There is no saltiness in Perrier, the great reason why SPARKLING it combines so perfectly with Wines and Spirits. TABLE N.B.—A glass of Perrier alone or with a slice of Fe anilics WATER lemon in the early morning is invaluable in gout Bubbling with its and uric acid troubles—the bugbear of middle-age. own Carbonic Gas Obtainable at all high-class . Hotels, Restaurants and Grocers. WILLIAMS & HUMBERT, Agents, 1158 Broadway, New York ss ‘T* popular super- stition that a for- eign label makes an article any better is being ruthlessly bom- barded during this “Have you heard?” fh BS war. Every day somebody “No, what—?” who finds it impossible to ea oe . as : 4 “ get his pet European label \ ‘Alan Dale is writing for The Theatre Magazine—” e pe is learning to his utmost \ “Not really—not like he used—” ‘ ra) surprise that American made 4. \ ‘Just like—not the sign of a censorship. It’s to go straight ¥ S}] means better made as well %, from his pen to the press. And—Oh, do you remember < as less expensive. Cook's %, what he used to do to some of the new plays? Imperial Extra Dry Cham- “At last we'll have some real snappy criticism. Some ff | <a pers 1859 ti b \ . straight-from-the-shoulder stuff.” E yr. pagne since as been \ “When do his articles start?” | teaching that lesson of \ “Right away—with the October number. And to ‘ American wine—the lesson introduce them, The Theatre Magazine is making a is being triply impressed splendid trial offer of four months for one dollar.” E t | today. Four whole months of real vital authoritative [7 WH f news of the Theatre. Four copies chock full of | Sold everywhere— \ the most magnificent photographs of everybody |), “ Served everywhere \ on the stage. And full, too, of real dramatic inspiring stories of the stage and stage people. Clip the coupon—you'll not be billed for it until October Ist. ‘ American Wine Co. Sr. Louis, U.S. A. \ \ The Theatre Magazine \ 12 West 38th St., New York City comicbooks.com