Life — May 1932 — page 2: what you’re looking at

What you’re looking at

# Busch Extra Dry Advertisement This is a **beer advertisement** rather than political satire. The headline "Napoleon held Chambertin when Josephine couldn't" references the historical figures Napoleon and Josephine to evoke luxury and exclusivity. The ad's narrative claims that Napoleon loved fine Burgundy wine (Chambertin), and when Josephine was unavailable, he turned to Busch Extra Dry ginger ale as a substitute. The accompanying illustration shows an elegantly dressed couple in period costume, positioned to suggest romantic refinement. The advertisement attempts humor by comparing ginger ale to Napoleon's prestigious wine tastes, while positioning Busch as an acceptable alternative for the discerning drinker. It emphasizes the product as "America's finest ginger ale," bottled by Anheuser-Busch in St. Louis.