Life, 1927-03-31 · page 4 of 35
Life — March 31, 1927 — page 4: what you’re looking at
What you’re looking at
This page is primarily a **Martini & Rossi vermouth advertisement** disguised as editorial content. The left side displays the product bottle; the right shows a satirical illustration titled "Had Not Read Our 'Confessions.'" The cartoon depicts a chaotic **costume party** scene where someone attempted to mix a cocktail using inferior vermouth instead of Martini & Rossi brand, resulting in disaster. The illustration shows elegant party-goers in formal dress amid confusion and apparent mishap on a grand staircase. The joke plays on the advertisement's preceding text, which claims Martini & Rossi vermouth ensures "a meal, it is sure to be right any time." The satire suggests using inferior products leads to social embarrassment—a common advertising trope of the era that equated consumer choices with personal success and respectability.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
— At the grocery or delicatessen Store, just as on the Riviera, you can get Martini & Rossi (non alcoholic) Vermouth. In your home, as in some famous french cafe, you can feel sur- cease from the commonplace by mixing either the Martini & Rossi regular Italian or Extra Dry Vermouth (both non alcoholic). Stomachic and / | tart, it combines good sense : ' N\A {~ | Bt and zest. Always the right | 7 a ] : thing before a meal, it is sure Y | ; } {[:¢ M. to be right any time. To get si | I] | a bead the genuine, insist on the non 1 | | | ; | | Br alcoholic. Send for “The Con- + r ae wee a ee | r | see, t fessions of a Good Mixer” to ¢ ' ~ ‘ desig W. A. Taylor & Company, 94 40 | | } and Pine Street, New York City. H Wy, f, ¥) | ferre \ repor servil anda Li Pc attach asec Whar proac Mars! eral turnes are to bat B Bu are tl Ma the ution Bu suppo drawi HAD NOT READ OUR “CONFESSIONS” Over sanguine Sub-deb wrecks Costume Party when she altempls mixing a good one without Martini & Rossi non alcoholic Vermouth At the Better Grocery and Delicatessen Stores | ~ N.Y. N.Y, Subscription, $5.00. Vol. 89. No. 2317. Mar. 31, 1927. Ent'd as 2nd Class Matter, June 8, 1883, at New York Post od Class Matter at the Post Office Dept. Canada. Copyright 1927, Life Pub. Co, ia U. 8. England and British Posesiaet. comicbooks.com