Life, 1925-05-14 · page 3 of 40
Life — May 14, 1925 — page 3: what you’re looking at
What you’re looking at
This is **not a political cartoon or satire**, but rather a **vintage advertisement** for Welch's Grape Juice, circa early 20th century. The page promotes Welch's as a health product that stimulates appetite and aids digestion. It emphasizes the juice's "healthizing qualities" and natural fruit elements, offering specific serving suggestions for breakfast, dinner, and between-meal refreshment. The photograph shows glasses of dark grape juice alongside food items, illustrating the product's role in meals. This reflects the era's marketing approach: positioning commercial beverages as scientifically beneficial health tonics rather than mere refreshments. The rhetoric about "food authorities" and "dietitians" represents typical early-1900s advertising strategy leveraging pseudoscientific health claims to boost sales.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
O N APPETITE:: say our greatest Food Authorities, depends the usefulness of every meal we eat Ge meals cooked to perfection and served with the utmost care—yet eaten with indifference—How common that is today! Hurried in the morning, tired out when evening comes, we often eat without real interest in our food. And so we fail to take full nourishment from it. For nature—say our greatest dietitians —has so arranged our bodies that we can- not readily digest our food until keen ap- petite gives the signal. Appetite must be awakened, they say, for the sake of health itself. And they find incomparably in this juice of fresh, ripe grapes the color, fragrance, and exquisite flavor to which appetite responds. ene Rc purple of fresh-pressed Concord grapes—fragrance of sunny fruit that hints of luscious flavor—Welch’s wakes keen appetite for the simplest, the hastiest meal. No other flavor in the world can quite compare with this—the juice of perfect Concords fresh from the vine. From the choicest of the heavy purple clusters Welch presses out the juice—a few hours after they are cut. That is why each exquisite glassful gives All the health-piving qualities of the fresh ripefruit are in each glass of luscious juice you all the healthful 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 and help your body to overcome the acidity so common today. But aside from these values of Welch's as fruit, it is the supreme importance of its exquisite flavor that experts stress today, its color and fragrance that awaken instant response from appetite. Ar Breakrast: Half-fill a small glass with cracked ice—then fill to the brim with Welch’s—glowing purple juice. See how its tart cold deliciousness adds a new zest to the whole meal. For Dinner (or for after-theatre supper): Chill well 1 pint of Welch's and two 12- ounce bottles of dry ginger ale. Partly fill tumblers with Welch’s—then fill with ginger ale. Or: Blend 1 pint of Welch's and 1 pint of cider. Just before serving add 1 pint of sparkling water, and serve very cold. rape Juice today from your grocer, druggist or confectioner—in quarts, pints, and four ounces. Ask for it at your club or hotel, or try it at the fountain for luncheon or for refreshment between- meals, Let us send you, free, our booklet, The Vital Place of Appetite in Diet. It tells you how to serve most deliciously this juice of fresh, ripe grapes. The Welch Grape Juice Co., Westfield, N. Y. Tue Wetcn Grare Juice Co. Dept. TA Westfield, N. Y. Please send your booklet, The Vital Place of Appetite in Diet. Name____ Address City. “The dullest appetite,” great dietitians say, “wakes to that delicate fragrance, that perfect flavor” Te Fae cade ade SPs Sie eae Se WRT EART. iets Rs AP Pe ok ‘et the Peat Ofce a onerrtche, Veabe Lives te the U"8., Eagtand and bettah Pesweosonss comicbooks.com