Life, 1925-04-23 · page 35 of 37
Life — April 23, 1925 — page 35: what you’re looking at
What you’re looking at
This is **not a political cartoon**—it's a full-page advertisement for Welch's Grape Juice. The page appeals to early 20th-century health consciousness by invoking dietitian authority ("Our Leading Dietitians say") to argue that appetite itself is essential to digestion and nutrition. The pitch centers on sensory appeal: taste, color, and fragrance stimulate appetite, which supposedly enables the body to properly absorb food. Welch's Concord grape juice is positioned as the ideal appetite-stimulant, rich in minerals, vitamins, and natural sugars. The ad includes serving suggestions (breakfast, dinner, after-theatre) and a mail-in coupon for a booklet titled "The Vital Place of Appetite in Diet." This represents early advertising's strategy of pseudo-scientific claims and expert endorsement to market consumer products during an era when such health messaging was largely unregulated.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Never fully understood before ‘The vital place of Taste -- Cotor _PRAGRANCE in every meal aN Siavor Our Leapine Dietitians say: Appetite wakes instantly to its matchle. O MATTER how well your meals are planned—no matter how perfectly cooked and served—You cannot digest them properly, America's greatest food author- today, unless you eat with ippetite. Sharp appetite, they tell us, real desire for food—that alone makes nourishment, good digestion possible. arts the whole Its signal makes the body ready to absorb the food we eat. For it is appetite thar st digestive process. Of dietitians then we ask what will awaken appetite—so often stifled in our husy lives. Delicious flavor, they say, color, and fragrance. And they point to this juice # fine Concord grapes as the supreme xample of an aid to appetite. For in Welch's they find flavor, color, fragrance so exquisite, so rare—the dullest appetite wakes to its appeal. a Luscious purple Concords ripened slowly perfection—Welch’s is their fresh- pressed juice. Only two small districts in the whole United States produce such perfect grapes as these—two little spots near the Great Lakes where sun and soil bring out that matchless flavor. Fresh from the vine Welch cuts the choic- est of the heavy clusters and within a few hours presses out their fragrant purple juice. In each delicious gls assful are all the health-giving qualities of the fresh, ripe fruit. Mineral salts that regulate the body: that build up the bones and teeth—vita- mines, nourishing fruit sugar, and laxa- tive properties that modern diets need. Natural fruit elements, too, that turn to alkalies in the body. They help your body to overcome the acidity so common today. But aside from its values to us as fruit, it is the every-day value of Welch’sGrape Juice that experts stress today—the su- preme importance for health of its color, its fragrance, its exquisite flavor that fa All the health-giving qualities of the fresh fruit are in each glass of fragrant purple juice awaken keen appetite for the simplest, the hastiest meal. Tomorrow at Breakrast—Half-fill a small glass with cracked ice—then fill with Welch's—glowing purple juice. See how its tart cold deliciousness adds a new zest to this important meal. For Dinner—(or after-theatre supper) ake from the ice-box 1 pint of Welch's and two 12-ounce bottles of di inger ale. Partly fill then fill with ginger ale. Get Welch's today from your grocer, druggist or contectioner in quarts, pints and 4 ounces. Ask for it at your club; or try it at the fountain for luncheon or for refreshment between 1 Let us send you, free, our booklet, The Vital Place of Appetite in Diet. \t tells new ways to serve this juice of fresh, Welch Grape Juice Co., Westfield, N.Y. Ween Grare Jor Co., Dept. La, Westfield, N. Please send your booklet The Vital Place of Ap- petite in Dict Name. Address City comicbooks.com