Life — November 30, 1916 — page 2: what you’re looking at

What you’re looking at

# Gordon Dry Gin Advertisement This is a **commercial advertisement**, not political satire. It promotes Gordon Dry Gin as a remedy "for that cold," positioning alcohol as medicinal—a common advertising strategy during Prohibition-era America when such claims helped market spirits legally. The ad prescribes a "hot toddy" preparation: gin, lemon slice, sugar, and hot water, labeled "aromatic—refreshing—soothing" and to be "taken when retiring." This reflects a pre-modern medical view where alcohol was marketed as having therapeutic properties. The stark black-and-white imagery—bottle, steaming glass, kettle—emphasizes the warming, restorative ritual. The phrase "sold in bottles only" suggests regulatory compliance, as bottled spirits had different legal treatment than bulk alcohol during this period.