Life, 1916-03-09 · page 33 of 44
Life — March 9, 1916 — page 33: what you’re looking at
What you’re looking at
This is a full-page advertisement, not a political cartoon. It promotes Franco-American Soups by invoking **Lucullus**, a famous Roman general and epicurean known for lavish feasts—establishing an aspirational classical reference. The ad claims these soups represent refined taste suitable for wealthy Americans ("the American bon-vivant"). The illustration shows a fashionable woman carrying a soup pot, embodying elegance and domestic sophistication. The recipe credit to "A. Biardot, formerly superintendent of the palace of H.M King George of Greece" adds prestige through European royal association. The copywriting emphasizes that quality requires more than purity and cooking—it requires French "Genius" and culinary sophistication. The price (35 cents per quart) and availability ("at the better stores") targets middle to upper-class consumers aspiring to cultured taste. The satire is subtle: the ad subtly mocks American social climbing by equating canned soup with Roman feasts and European royalty.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
CANNY Hu 449 the soup of the epicure Cif Lucullus were alive today he would regard “Franco “American Soups as an addition to his feasts The American bon-vivant, no less than the Roman, commands the best of “East and West together.” Franco-American Soups find their natural place in his menage, for they present that rare and delicate admixture of nourishment and condiment so appreciated by the trained and sensitive palate. It is not enough that soup shall be pure. It is not enough that soup shall be scien- tifically prepared and thoroughly cooked. Soup may be all of these and yet not be— Franco-American. For sheer Quality of ingot: Franco-American Soups are un- approached. But added to this is a touch of Genius—personal and inimitable—impart- .ing to these soups the culinary niceties of the French and giving them a flavor and an appeal peculiarly their own. Franco-American Soups are popular not only with the clan of Croesus, but in all homes where health is regarded above price. Merely heat before serving Thirty-five cents the quart Twenty selections At the better stores Franco - American Soups after the - recipes of, fs 2. sare formerly superintendent of the palace of H.MKing George of Greece naa RANCO-AMERICAN FOOD CO. shop ULTRACET ONO STACCATO