Life, 1916-07-13 · page 27 of 40
Life — July 13, 1916 — page 27: what you’re looking at
What you’re looking at
This is a **product advertisement**, not satire or political commentary. It promotes Franco-American Soups by Franco-American Food Company, marketed as convenient, elegant provisions for summer entertaining. The ad features a **French chef character** (illustrated in period dress) representing the brand's association with French culinary prestige. The copy emphasizes that the soups suit both formal "haut ton" (high-society) gatherings and outdoor camping—appealing to wealthy hostesses and adventurous sportsmen alike. The key selling points: ready-to-eat convenience (merely heat before serving), affordability (thirty-five cents per quart), and authentic "French deliciousness" derived from recipes by A. Biardot of Paris, formerly superintendent of the palace of King George of Greece—a credential meant to establish legitimacy and refinement. This reflects early 20th-century marketing strategy: combining French sophistication with modern American convenience for middle-to-upper-class consumers.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
summer progr am Be your program elaborate or simple, be it staged in the fashionable watering- place, iia berpuecral cottage, or deep in i heart of the woods, you will find France, American Soups delightfully apropos. Hostesses appreciate the exclusive French deliciousness which makes these soups so acceptable in homes where the haut ton prevails. As for the out-of-doors commissary, it would be difficult to conceive of a happier item. Compact, easily carried, Franco-American Soups are all ready to eat in the twinkling of an eye and the striking of a fire. Camper, motorist, canoeist, yachtsman bless them for their convenience and eagerly devour them for their hearty food. Could you do better than order today a variety of the Franco-American light soups, hearty soups, consommés, and broths? Merely heat before serving Thirty-five cents the quart Twenty selections . At the better stores Franco - Almerican Soups recipes of oe iarda, PARIS. formerly superintendent of the palace of N.MKing George of Greece after the Int fk THE FRANCO-AMERICAN FOOD CO. YQ comicbooks.com