Life, 1926-12-02 · page 13 of 81
Life — December 2, 1926 — page 13: what you’re looking at
What you’re looking at
This page is primarily **advertising for Martini & Rossi vermouth**, disguised as editorial content in Life magazine's "Life" section (humor/satire). The cartoon depicts "Santa Claus at No. 10 Loses Job and Whiskers"—a satirical scene showing Santa being ejected from a chimney, with the caption explaining he was "dropped from the family and from the chimney as well" for forgetting vermouth (non-alcoholic). The joke hinges on **Prohibition-era context**: vermouth is an alcoholic beverage, so the ad humorously frames it as essential holiday tradition. The "brother-in-law Santa" losing his job for omitting this liqueur is the satirical premise—essentially advertising alcohol by mocking its absence during a holiday gathering. This represents how advertisers creatively circumvented Prohibition restrictions by embedding product placement within ostensibly humorous editorial cartoons.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
On the crisp winter eve, as memories grow golden before the hearth fire and anticipation quickens, many a genial master calls for Martini & Rossi Ver- mouth (non alcholic), In its fine old tang and snap there is the wholesomeness and chal- nge that suits the family mood J heartens the guest. Blend- 0 the epicure’s taste and tomach’s good, Martini & s the historic holiday For many a year it the Yuletide cup in and vil Product of R and herbs, it fills the eye and overjoys the palate, At the Better Grocery and Dilicatessen Shops ae ——aat Pessione MARTINI Sde Agents for the TAY ( dW SANTA CLAUS AT NO. 10 LOSES JOB AND WHISKERS Brother-in-Law Santa forgets Vermouth (non alcoholic) and is dropped from the family and from the chimney as well Send for “The Confessions of a Good Mixer” by Tad Crane, to W. A. Taytor & Co., 94 Pine St., New York City comicbooks.com