Judge, 1915-04-17 · page 25 of 26
Judge — April 17, 1915 — page 25: what you’re looking at
What you’re looking at
This is primarily a **full-page advertisement** rather than satirical content. It depicts two men on a ship discussing travel risks. The "Nervous Gentleman" worries about dangers of modern travel, while the "Experienced Traveller" reassures him that whisky quality risks are solved by Johnnie Walker's tamper-proof bottle. The advertisement plays on anxieties about **adulterated alcohol**—a genuine concern in this era when spirits could be refilled or contaminated. The non-refillable bottle guaranteed authenticity. The ship setting references international commerce and the product's global distribution ("guaranteed same quality throughout the world"). The brand was established 1820 (noted at top), positioning it as a reliable, long-standing product. This is essentially a trust-building marketing pitch disguised as conversational advice, targeting travelers and international traders concerned about product authenticity.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Born 1820 —Still going strong. \ i Mi / We Nervous Gentleman: ‘ONE TAKES A LOT OP RISKS WHEN TRAVELLING NOWADAYS.” Experienced Traveller: “Ov coursk, THERE ALWAYS WILL BR RISKS, BUT THEY HAVE BBEN ENORMOUSLY REDUCED BY THAT ‘JOHNNIE WALKER’ NON-REFILLABLE BOTTLE.” This wonderful tamper-proof bottle ensures that what is poured out is what the distillers put in. The excellence of “ Johnnie Walker” Red Label whisky requires the protection which this non-refillable bottle gives. Fully convinced that the without-a-rival quality of “Johnnie Walker” only requires to be more widely known to be more widely appreciated, we shall continue to anticipate big increases sufficiently ahead to always ensure Red Label to be over 10 years old. GUARANTEED SAME QUALITY THROUGHOUT THE WORLD. Agents :—WILLIAMS & HUMBERT, 1158 Broadway, NEW YORK. JOHN WALKER & SONS, Ltp., WHisky DistILLERS, KILMARNOCK. comicbooks.com