Judge — May 15, 1915 — page 2: what you’re looking at

What you’re looking at

# Analysis This page is primarily **advertising for Johnnie Walker Red Label whisky**, not political satire. The cartoon depicts two mountain climbers—labeled "English Climber" and "American Climber"—on a steep peak. The English climber claims his discovery is "something like a drop," while the American climber identifies it as Johnnie Walker Red Label whisky from a "non-refillable bottle." The ad's joke plays on national rivalry: the English climber mistakes premium whisky for a mere water droplet, while the American recognizes superior quality. The advertisement emphasizes the whisky's guaranteed age (over 10 years) and consistent quality worldwide. The Judge magazine framing suggests this satirical comparison appealed to American readers' competitive pride.