Judge, 1917-06-02 · page 17 of 28
Judge — June 2, 1917 — page 17: what you’re looking at
What you’re looking at
This is a Johnnie Walker whisky advertisement disguised as editorial cartoon satire. The illustration shows well-dressed gentlemen in top hats with a small dog, playing on the famous phrase "apparel oft proclaims the man." The joke positions Johnnie Walker Red Label as a marker of good taste and refinement—suggesting that quality whisky indicates a person's character and status, just as fine clothing does. The "Super-Critic" endorses this notion, linking the whisky brand to sophistication. The "Born 1820—still going strong" text establishes the product's longevity and reliability. The claim that every drop ages over 10 years before release emphasizes quality control and exclusivity. This appears in *Judge*, a satirical magazine, but functions primarily as paid advertising rather than genuine political or social commentary. The "cartoon" format lends credibility and entertainment value to what is essentially a branded message targeting affluent readers.
📄 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. The Critic: “ ‘AppaReL OFT PROCLAIMS THE MAN.’ ” The Super-Critic: “True. Tuat’s wuy ‘Jounnte Wacker’ Revo Lape 1s KNOWN AS THE WHISKY OF GoopD TASTE.” 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., Wnisxy Distitters, KILMARNOCK, Scottann. CLIK,