Life, 1916-10-12 · page 27 of 44
Life — October 12, 1916 — page 27: what you’re looking at
What you’re looking at
This is a **full-page advertisement**, not political satire. It promotes Franco-American brand canned soups to early 20th-century women consumers. The ad appeals to "smart women" by emphasizing **value and quality ingredients**—naming specific vegetables like Chantenay carrots and claiming "true Gallic finesse," positioning the product as refined and economical. The text contrasts with modern advertising by heavily detailing ingredient sourcing, suggesting consumers of that era valued transparency about food content (likely due to contemporary food-safety concerns following muckraking journalism about the meat industry). The small illustration shows a woman serving soup, reinforcing the domestic sphere. At 20 cents per can (35 cents for double size), the soup targets middle-class housewives seeking convenience—"all ready to serve"—without sacrificing perceived quality or elegance. The ad reflects period attitudes about feminine purchasing power and home economics.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
“LIFE: 631 —————* il ACA a + A aR soup of the epreure When smart WOMEN buy They weigh the exchange. They consider values. And they purchase Franco-American Soups. Not only for their delicate and ex- clusive French perfection. Not only for their delightful variety and convenience (all ready to serve). But also because in sheer “value received for the money spent” these famous soups stand unique and quite alone. Select any one of these soups at random—say the Vegetable, thick—and note what actually goes into it. Beef from the meatiest, most nutritive portions of the fore quarters; the sweetest hearts of Chantenay carrots; nursling onions; tomatoes that taste of the sun and the dew and the pleasant places of mother-earth; turnips without fleck or flaw; the tenderest leaves of young cabbage; saucy little leeks; crisp celery; barley; peas plucked in early June! All blended and seasoned with true Gallic finesse! This is the Vegetable Soup, thick. Telephone your grocer for it and let it give its touch of distinction and delight to your dinner this very evening! Twenty cents the can—Double size, thirty-five cents Merely heat before serving At the better stores Franco - American Soups Selections: Tomato futienne Clam Chowder Mock Turtle Clam Broth Ox Tail, thick Chicken Clear Ox Tail i Bed 3 ea ‘Consommé Bouillon Mulligatawny Green Turtle, thick (45¢) Clear Green Turtle (60) “| Makers of Franco-American Broths for Invalids and Children \ » =\— Beet—Chicken—Mutton—Clam—I5¢ the can = = Olay TaN UY) MU AA) eS) SUSZ OKI o THE FRANCO-AMERICAN FOOD CO, 0 SS7°SE, QS eo) z AT AAT comicbooks.com