Judge, 1917-05-05 · page 21 of 30
Judge — May 5, 1917 — page 21: what you’re looking at
What you’re looking at
This is a Johnnie Walker whisky advertisement disguised as editorial cartoon humor. Two figures—"Johnnie Walker" (left, in top hat) and an "Old Sportsman" (right)—discuss the proverb about leading a horse to water. The sportsman counters that this saying doesn't apply to men who know the quality of Johnnie Walker Red Label whisky: they'll drink it willingly. The cartoon plays on the brand's iconic "Johnnie Walker" mascot character (the walking man in formal dress, born 1820, "still going strong"). The joke suggests the whisky's reputation is so established that no persuasion is needed—quality sells itself. The ad emphasizes the product's age (over 10 years) and consistency, positioning it as a premium, internationally recognized brand available through New York agents.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
other | tthe n for vorce sting heba r wile Jed a bout ‘riah, neral, t not —but -XUM Born 1820 —still going strong. Johnnie Walker: “‘You CAN TAKE A HORSE TO THE WATER BUT YOU CAN'T MAKE HIM DRINK,’ ? Old Sportsman: “Tuat WouLb NOT APPLY TO THE MAN WHO KNOWS THE MERITS OF ‘Jouxnie Watxer’ Repo Laset..” Every drop of Red Label is over 10 years old before released from bond. GUARANTEED SAME QUALITY THROUGHOUT THE WORLD. Agents: WILLIAMS & HUMBERT, 1158 Broadway, NEW YORK JOHN WALKER & SONS, Lrp., Witsky Distitters, KILMARNOCK, Scotian. comicbooks.com