Life, 1919-12-04 · page 65 of 80
Life — December 4, 1919 — page 65: what you’re looking at
What you’re looking at
This is a **wartime advertisement**, not political satire. It's a G. Washington instant coffee ad from around 1914-1918, exploiting WWI patriotism. The ad claims the U.S. Government selected this coffee for soldiers in the trenches, establishing patriotic credibility. The imagery shows a soldier carrying an oversized coffee can above a trench scene, and a domestic Christmas dinner scene below—contrasting soldiers abroad with civilians at home. The sales pitch emphasizes convenience (instant, no pot needed) and appeals to female readers' patriotic duty: serve this coffee at Christmas dinner to support the war effort. The copy subtly suggests choosing this brand demonstrates loyalty to troops fighting overseas. For modern readers: this represents how WWI was marketed to American consumers through appeals to patriotism and sacrifice, turning everyday purchases into acts of wartime support.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
*-CHRISTMAS LIFE: _ ar; phEPARED COF ry, | <r [ee ED Tea SS ad ed Chas . PhD. Diver. Sydnor rpany,) Verse, ughtos, urchill, WASHINGTON'S Coffee was selected by the Government as the best coffee for « the boys in the trenches. It should be chosen by you to complete the Christmas dinner, Delicious with cream—excels for the demi tasse. Strength to suit each individual taste, because each cup is made to order. Just a teaspoon or less in the cup—- you pour on the water and the coffee is made! Dissolves instantly. No coffee pot needed. Mr. Washington’s refining process eliminates all grounds and waste-—and G. Washing- ton’s Coffee comes to you in convenient size cans in soluble powder form. Three sizes -- use large size for economy. Delicious—Absolutely Pure Coffee “Made in the cup at the table” G. Washington Sales Company, Inc. ~ 334 Fifth Avenue, New York City, N. Y. comicbooks.com