Life, 1913-12-04 · page 25 of 112
Life — December 4, 1913 — page 25: what you’re looking at
What you’re looking at
This is primarily a **Johnnie Walker Scotch Whisky advertisement**, not political satire. The illustration depicts Santa Claus meeting a small boy holding a bottle labeled "In the Tamper Proof Bottle: Johnnie Walker Whisky." The tagline plays on Christmas sentiment: Santa says he can only wish people "A Merry Christmas"—but Johnnie Walker whisky can assure it. The joke suggests that giving this Scotch is the ultimate holiday gift, implying whisky consumption equals Christmas happiness. The advertisement emphasizes the product's "tamper-proof bottle" (newly developed technology) and notes the brand's longevity: "Born 1820: Still Going Strong!" This dates to an era when whisky advertising directly associated the product with festive celebration and male gift-giving. For modern readers: this represents how openly alcohol advertising marketed to holiday shoppers and normalized whisky as essential to Christmas cheer—practices heavily restricted in contemporary advertising.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
1 cloud ecently. ame to ind un- a's. ine nswers. [mind for din- young n reply what 10 tears dream another to h This t come i elf, nor 1) rts in a cleat] °. fave. > His Son. 1 Have. ie. jer Daughter postpaid. ef Concentt Phila., Pa, gp A whieh LIFE Streaetl Born 1820: Still Going Strong ! xe tyne Patty. f= - —_ a Santa Claus to Johnnie Walker: Ican only wish people “A Merry Christmas” —= You assure it! You can pay your friend no higher_compliment than to suggest that his palate is educated up to the “Johnnie Walker’ Standard of Scotch Whisky . * OHNNIE WALKER Specially bottled in the re ka | le J * Red Label” non-refillable bottle, = Over 10 years old. which ensures that you JOHNNIE WALKER pour out what we put in. Blacks |abel years old. Guaranteed same quality thrcughout the world Agents: 1158 Broadway, NEW YORK. WILLIAMS @ HUMBERT, | comicbooks.com