Life — March 15, 1917 — page 5: what you’re looking at

What you’re looking at

# Analysis This is primarily a **Johnnie Walker whisky advertisement** disguised as satirical content. The cartoon depicts four caricatured gentlemen in top hats—appearing to represent critics or society figures—discussing whisky quality. The dialogue contrasts "The Critic" (who proclaims that "apparel oft proclaims the man") with "The Super-Critic," who pragmatically notes that Johnnie Walker Red Label is known for its "whisky of good taste." The joke plays on the tension between appearance and substance: while fancy dress and pretension matter to some, true connoisseurs recognize quality regardless of presentation. The small dog at bottom adds whimsical humor. The advertisement emphasizes the product's reliability—aged over 10 years in non-refillable bottles—and guarantees "same quality throughout the world." It's aimed at affluent readers who valued both sophistication and practical assurance.