Life — April 5, 1917 — page 9: what you’re looking at

What you’re looking at

# Life Magazine Page 553 - Johnnie Walker Advertisement This page is primarily a **whiskey advertisement** for Johnnie Walker Red Label, presented as political/social satire rather than straightforward marketing. The cartoon depicts three figures in formal dress encountering a well-dressed man in a top hat (representing Johnnie Walker whiskey). The characters appear to be caricatured representations of skeptics or critics. The satirical dialogue frames the product as genuinely valuable ("not all that glitters is gold") while defending Johnnie Walker's reputation and quality. The advertisement emphasizes the product's age (10+ years), protective non-refillable bottle design, and worldwide consistency as markers of legitimacy and authenticity. The "Born 1820—still going strong" tagline positions the brand as enduring and reliable. The overall tone suggests responding to contemporary concerns about counterfeit spirits or quality assurance.