Life, 1925-06-11 · page 29 of 36
Life — June 11, 1925 — page 29: what you’re looking at
What you’re looking at
This is a **product advertisement**, not political satire. It promotes Welch's grape juice by appealing to early 20th-century nutritional science and emerging dietary psychology. The ad argues that appetizing food presentation—color, fragrance, flavor—is scientifically essential to digestion itself. Contemporary dietitians allegedly claimed that appetite "controls the whole system" that absorbs nutrients. By this logic, Welch's juice doesn't just taste good; its appealing appearance actually *enables* proper digestion and provides vital minerals, vitamins, and alkaline properties modern diets supposedly lacked. The image shows an elegant table setting with a Welch's bottle surrounded by grapes, reinforcing the product's appeal and natural origins. Suggested serving methods (with ginger ale, cracked ice) position it as sophisticated refreshment for various occasions. This represents pre-FDA regulation marketing that makes broad health claims without modern scientific scrutiny—typical of early 1900s patent medicine-style advertising blending genuine nutritional interest with commercial exaggeration.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
IRRESISTIBLE TO APPETITE—GREAT DIETITIANS SAY OF THIS JUICE OF FRESH RIPE GRAPES Has Flavor Food-Value? “Does it matter how Food looks? UST that quickening of pleasure at sight of a well appointed table—that little stir of appetite that greets color, fragrance and luscious flavor in our food— America’s greatest dietitians say today this is not just enjoyment. On it, they find, depends our very ability to properly digest the food we eat. For appetite controls the whole system in our bodies that absorbs our food. Three times a day, at every meal we eat, the body waits for appetite to start digestion. And so, apart from its value to us as fruit, food experts stress these qualities in Welch’s—rich color, inviting fragrance, and flavor of the finest Concord grapes in all the world. The dullest appetite re- sponds to its appeal. eve NLY in Welch’s can you enjoy that rare flavor of Concord grapes at their finest. In just two small districts near the Great Lakes do their purple clusters ripen to such perfection, Luscious, juicy, Welch cuts them from the vine and within a few hours presses out the juice. That is why all the health-giving qualities of the fresh fruit are in each glass of Welch’s. Mineral salts that regulate the body, g Great Food Experts tell why Color, Fragrance, Flavor in our diet are Vital to Health that build up the bones and teeth, vita- mines, nourishing fruit sugar, and laxative properties that modern diets need. Natural fruit elements, too, that turn to alkalies in your body, and help your body to overcome the acidity so common today. But beyond these it is the flavor of Welch’s that experts stress today—the importance for health of its color and fragrance that awaken appetite for the simplest, the hastiest meal. Ar Breakrast: Try this tomorrow—Half- fill a small glass with cracked ice; then fill ing qualities of the ripe fresh fruit are in cach glass of luscious purple juice with Welch’s—pure juice of the Concord grape. See how appetite wakens to its fragrant, tart appeal. For Dinner: Chill well 1 pint of Welch's and 2 12-ounce bottles of dry ginger ale. Partly fill tumblers with Welch's, then fill with ginger ale. For Arrer-Tueater Surrer: Half-fill tall glasses with Welch's, add a spoon ot cracked ice, and fill with sparkling water. Get Welch's today from your grocer, druggist or confectioner, in quarts, pints, and four ounces. Hotels, clubs, dining cars and restaurants serve Welch's; soda fountains serve it too. Have Welch's at the fountain for luncheon or for refresh- ment between meals. More of this surprising appetite story, more ways to serve this juice of fresh ripe grapes, are told you in our booklet The Vital Place of Appetite in Diet, Let us send it to you, free. The Welch Grape Juice Co., Westfield, N. Y. Tue Wetcn Grave Juice Co., Dept. L-5, Westfield, N. Y. Please send me—free—your booklet The Vital Place of Appetite in Dict. comicbooks.com