Life, 1922-05-11 · page 27 of 38
Life — May 11, 1922 — page 27: what you’re looking at
What you’re looking at
This page is **primarily an advertisement**, not satire or political commentary. It advertises Whitman's "Salmagundi" chocolates, a luxury gift box. The ad's appeal is aesthetic and aspirational rather than humorous. The decorative metal box features "mosaic design by Mucha"—likely referencing the Art Nouveau style of Alphonse Mucha, suggesting sophistication and artistic merit. The ornate packaging with rope handles is displayed prominently alongside the product name "Salmagundi" (a literary reference to a miscellaneous collection, here of assorted sweets). The imagery shows an elegant, decorative box positioned as a premium gift item. The long list of candy varieties ("Majestic, Plum Pudding, Mint Rings," etc.) emphasizes abundance and quality. **For modern readers**: This represents early 20th-century advertising that positioned mass-produced goods as artistically designed luxury items—marketing chocolate as fine art and refined taste rather than mere confection.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
es eS: gs ch n- rht xe | Salmagundi— “A box where sweets compacted lie” to tempt the taste, intrigue the eye Visualize this newest member of Whitman’s Quality Group, a gift-box of metal, with mosaic de- sign by Mucha. Imagine the hinged lid swinging back, releasing the aroma of this new assortment of Whitman’s. a promise of the treat to come: Majestic, Plum Pudding, Mint Rings, Pecan Cluster, Filbert Cluster, Brazil, Marshmallow Fudge, Nougat, Molasses Chew- ing, Pecan Marshmallow, Solid Tablet, Marshmallow Square, onds, Flat Cream Mints, St. Nicholas, Marshmallow Apri- cot, Molasses Chips, Pecan Caramel, Milk Chocolate Blossoms, Solid Chocolate Butterfly, Molasses Blocks, Marshmallow Mints, Messenger Boy. Surely “a feast of nectared sweets where no crude surfeit reigns.” Salmagundi Chocolates, in their sought-for art metal box, are sold by that selected store near you displaying the sign 9 Chocolates and Confections STEPHEN F. WHITMAN & SON, Inc., Philadelphia, U. S. A. Also makers of Whitman's Instantaneous Chocolate, Cocoa and Marshmallow Whip New York Branch: 215 W. 33rd St Chicago Branch: 1537 Michigan Ave., South San Francisco Branch: 449 Minna St. comicbooks.com