Judge, 1917-02-03 · page 2 of 28
Judge — February 3, 1917 — page 2: what you’re looking at
What you’re looking at
This is primarily a **Johnnie Walker whisky advertisement** disguised as satirical content. The cartoon depicts three caricatured men observing a figure labeled as representing "Johnnie Walker" (the whisky brand's mascot—a striding man in top hat). The "joke" plays on the brand's slogan and mascot: one character says the wind "profits nobody," while another responds that Johnnie Walker "rewards the urchin, catches a cold" and discovers "the efficiency of Johnnie Walker Red Label." The satire appears to mock the contradiction between the whisky's advertised quality and actual outcomes, but this is ultimately **advertising copy masquerading as editorial humor**. The real message: the non-refillable bottle ensures quality, and agents Williams & Humbert in New York can supply it. Born 1820, "still going strong."
📄 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. Johnnie Walker: “‘IL. BLows THE WIND, THAT PROFITS NOBODy.’”” Jovial Friend: “Yes! He REWARDS THE URCHIN, CATCHES A COLD, AND SO FINDS OUT THE EFFICIENCY OF ‘Jounnie Wacker’ Rep Lape.” The non-refillable bottle is as “efficient” as “Johnnie Walker.” All you have to do, is to be sure you get the right bottle. Every drop of Red Label is over 10 years old before released from bond—the non-refillable bottle does the rest. GUARANTEED SAME QUALITY THROUGHOUT THE WORLD Agents: WILLIAMS & HUMBERT, 1158 Broadway, NEW YORK. JOHN WALKER & SONS, Lro., Wrusky Distitters, KILMARNOCK, Scottann. comicbooks.com