Judge, 1915-10-23 · page 21 of 28
Judge — October 23, 1915 — page 21: what you’re looking at
What you’re looking at
This is a **Johnnie Walker whisky advertisement** disguised as satirical humor, not political commentary. Two yachtsmen joke about naming a boat "Johnnie Walker" because of its "tremendous 'boom' and 'sail'"—a pun on the whisky brand's sales success. The advertisement claims the brand, founded in 1820, experienced explosive growth after introducing non-refillable bottles (preventing refilling with inferior liquor). It emphasizes quality control: every bottle is over 10 years old and maintains consistent quality "throughout the world." The nautical setting and yachtsmen suggest affluence and leisure—the brand's target market. The pun conflates the boat's structural boom and sail with Johnnie Walker's commercial "boom," making the sales pitch entertaining rather than purely promotional. This was typical Judge magazine advertising: mixing humor with product promotion.
📄 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. Ist Yachtsman: “Jove! THAT BoAT OUGHT TO BE CALLED ‘Jounniz Wacker’! 2nd Yachtsman: ‘‘\VHY, BECAUSE IT'S NON-FILLABLE?” 1st Yachtsman: “No, BECAUSE OF ITS TREMENDOUS ‘BOOM’ AND ‘SAIL.’” The “boom” in * Johnnie Walker” came when it was protected by the non-refillable bottles, But its immense sale has been a steady growth since 1820. Fast as “Johnnie Walker” sales are forging ahead, it is not so fast as have been its steady increase of reserve stocks held in bond to ensure its unvarying quality. Every drop of “Johnnie Walker” Red Label in a non-refillable bottle is over 10 years old. GUARANTEED SAME QUALITY THROUGHOUT: THE WORLD. Agents: WILLIAMS & HUMBERT, 1158 Broadway, NEW YORK. JOHN WALKER & SONS, Lro., Waisxy Distitters, KILMARNOCK, Scottano. comicbooks.com