Life, 1927-02-10 · page 5 of 43
Life — February 10, 1927 — page 5: what you’re looking at
What you’re looking at
This page is primarily a **Martini & Rossi vermouth advertisement** disguised as editorial content in Life magazine. The cartoon titled "Dad Won Over" depicts a domestic scene where a daughter who "having eloped and returned, uses Martini & Rossi Vermouth (non-alcoholic) with traditional effect." The joke plays on the idea that serving this sophisticated drink helps reconcile family conflict—the non-alcoholic vermouth somehow smooths over the scandal of her elopement and return. The humor relies on the absurd premise that offering a fancy beverage could resolve serious domestic tension. The accompanying text promotes the product's authenticity while emphasizing its non-alcoholic nature, likely appealing to Prohibition-era sensibilities when alcohol was legally restricted in America.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Confessions, good for the thirsty palate are sent by us on request. The writer is a gentleman who, by breed- ing and sophistication, pre- fers the dry snap of Martini & Rossi (non-alcoholic) Vermouth to a sweetish mix- er. Among his “Confessions Good Mixer,” are re- arks on the subtle distine- 1 between the Martini & ssi dry Ttalian and the ex- dry French Vermouth, oid imitations, buy only the Non-Alcoholic. None other genuine, W. A. Tay- < Company, 94 Pine Street, New York City. 5 RTINI& ROSSI, Agents for the United Su! -pWA.TAYLOR ce Broad ee ew York ee —— DAD WON OVER Daughter, having cloped and returned, uses Martini & Rossi Vermouth (nonealcoholic) with traditional effect At the Better Grocery and Delicatessen Shops comicbooks.com