Life — August 1934 — page 3: what you’re looking at

What you’re looking at

# Analysis This is a **advertisement**, not satire or political cartoon. It promotes Rittenhouse Square Straight Rye Whisky (100 proof) made by Continental Distilling Corporation in Philadelphia. The ad uses period imagery—a gentleman and elegantly-dressed woman in 18th-century costume—to suggest aristocratic refinement and "traditional background." The ornate mirror frame reinforces associations with established wealth and "gracious poise." The text emphasizes the whisky's quality, smoothness, and "old-fashioned price," appealing to consumers seeking premium liquor with historical prestige. A disclaimer at bottom indicates this predates modern advertising regulations—notably stating the product is not offered "in any state or community wherein the advertising, sale or use thereof is unlawful," reflecting Prohibition-era legal complications around alcohol marketing.