Ad for Chartreuse liqueur, 73.

Ad for Chartreuse liqueur, 73.

Alcohol ad

This alcohol advertisement is similar to other ones in its focus on the very old and esteemed roots of the liquor product it sells. It alleges that only two French monks now the secret recipe, which was passed down to them by a guy named Marshall d’Estrées in 1605. Such information creates an aura of awe, mystique and respect around the product that extends to its buyer (“no other liqueur is more revealing of your own good taste”). It also says the product comes in an “unusual gift carton,” framing it as an item fit for special occasions that display one’s refinement to others.

Marney Kline

Cosmopolitan Magazine

Hearst Corporation

November 1953

Magazine ad