Judge — December 2, 1916 — page 36: what you’re looking at

What you’re looking at

This is primarily a **full-page advertisement**, not political satire. It promotes Great Western Champagne by Pleasant Valley Wine Co. (based in Rheims, New York, despite the French name). The image shows a well-dressed man in formal evening wear examining a champagne bottle and glass. The ad's headline claims "Discriminating People Prefer" this brand, using the gentleman as an aspirational figure representing refined taste. The satire is **subtle and commercial**: the phrase "Discriminating People Prefer" implies that choosing this American champagne demonstrates superior judgment—a mild jab at European champagne pretension. The emphasis on gold medals awarded "in Europe" attempts to legitimize American wine production against continental competition. This reflects early 1900s American confidence in domestic products and the growing market for champagne among the American upper classes. The "World's Competition" claims likely reference actual international wine exhibitions of that era.