Both from the August 23, 1937, issue of Life magazine:

CRANK IT.

Wait, what does that say?

“rich, full flavor” Oh, so gin is supposed to be richly flavored. Got it.

But wait!

CRANK IT.

Gin is supposed to blend, to disappear into the drink. You shouldn’t actually taste gin when you have a gin cocktail! (We’ve seen this before, of course.)