Life — February 1935 — page 2: what you’re looking at

What you’re looking at

# Rittenhouse Square Whiskey Advertisement This is primarily a **liquor advertisement** for Rittenhouse Square rye whiskey and Dixie Belle gin, produced by Continental Distilling Corporation of Philadelphia. The ad uses the heading "Regards" and depicts an elegantly dressed couple in formal attire (she in a decorated hat, he in a bowler) raising glasses in a toast. The copy encourages readers to "lift high your glasses" and propose toasts with this whiskey, emphasizing it's "really fine, straight whiskey EVERYONE can afford." The advertisement reflects pre-Prohibition or early post-Prohibition era marketing, targeting middle and upper-class consumers through imagery of sophisticated social occasions and formal dress. The humor lies in the aspirational lifestyle it promises—affordable luxury for social gatherings.