Life, 1913-01-16 · page 5 of 40
Life — January 16, 1913 — page 5: what you’re looking at
What you’re looking at
This is primarily a **commercial advertisement**, not political satire. It promotes Johnnie Walker Red and Black Label whisky in their new "Protective" bottle design. The page features a historical timeline of bottle evolution at top, positioning Johnnie Walker as the modern culmination of two thousand years of container development. The large illustration shows a bottle with a cork-capturing valve mechanism. The "astonishing advantages" listed (no waste, no spilling, no corkscrew needed, no skill required to pour) emphasize the bottle's practical innovations—marketed as solutions to real consumer problems. The small figures visible inside the bottle appear to be decorative illustrations rather than satirical commentary. This is straightforward product marketing using appeals to modernity, reliability, and convenience rather than social or political satire.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Sarhest Known Leather Bottle Bottle of Bottle ‘Goat Skin) The Tudor Period y* Century The wonderful new Protec- tive Johnnie Walker Bottle is a development which has taken two thousand years. We do not make unqualified use of the description “non-refillable "—but the possibility of anything being put back into this bottle is so remote as to afford ample protection for the man who wants to know exactly what he is getting, and for the dealer or house servant to escape all suspicion, This bottle is perfected to protect WINNS RED LABEL “we vereiay" BLACKLABEL = “isvasniayt ASTONISHING ADVANTAGES. « No waste. 8. No substitution or adulteration . Na spilling. aed possible. ; No “corked” liquor, 9. No skill or strength needed to . No decanter necessary. Open: OF-Pour: . No pieces of cork to capture. 10. No contact of anything but . No dirt or contamination porcelain and glass with the possible. whisky. 11. NO I NCR EASE IN PRICE. To safeguard these ages, the policy of the distillers for the future is the same as their Policy of the past. First and foremost to see that the margin of stocks over sales is always large enough to maintain the unique quality. GUARANTEED SAME QUALITY THROUGHOUT THE WORLD. How to Pour. —Tilt the bottle quickly nearly upside down. If the whisky does not flow freely, give the bottle a slight shake to set the valve in motion. If you have « any difficulty in obtaining Johnnie Walker W hisky in the new “Protective” bottle, send us a postal card with the name of your dealer, and we will see that you are supplied. WILLIAMS & HUMBERT, Agents, 1158 Broadway, New York. Bora 13 going strong comicbooks.com