Life, 1916-04-06 · page 7 of 80
Life — April 6, 1916 — page 7: what you’re looking at
What you’re looking at
This is primarily a **Johnnie Walker Whisky advertisement** disguised as editorial content in Life magazine. The cartoon depicts a military officer (good-humouredly) telling eager volunteers they must first get into "perfect condition" before going to the front—comparing this to how Johnnie Walker whisky "got to 'the front' generations ago" after being put in perfect condition. The ad references WWI-era recruitment and military preparation. The joke leverages the phrase "go to the front" (reach the battlefield) to promote whisky as something reliable and battle-tested. The text emphasizes the whisky is "over 10 years old" with "guaranteed same quality throughout the world," appealing to patriotic soldiers and civilians during wartime by positioning the product as trustworthy.
📄 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, uw’ j Volunteer ; “* WE WANT TO GO TO THE FRONT AT ONCE, Siz!” Officer (good humouredly): ‘ALL IN Goop TIME, MY LADS! You MUST FIRST GET INTO PERFECT CONDITION, LIKE ‘JOHNNIE WALKER.’ THEN YOU'LL BE IN FRONT— AND NOT EASILY SHIFTED.” “Johnnie Walker” got to “the front” generations ago—but first was put in “ perfect condition.” The same “condition” exists to-day—and the “Johnnie Walker” non- refillable bottle safeguards it all the way to you. Every drop of “ Johnnie Walker” Red Label Whisky is over 10 years old. GUARANTEED SAME QUALITY THROUGHOUT THE WORLD. Agents: WILLIAMS & HUMBERT, 1158 Broadway, NEW YORK. JOHN WALKER & SONS, Lrp., Wuisxy Distiers, KILMARNOCK, comicbooks.com