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

What you’re looking at

# Advertisement Analysis This is a **Rittenhouse Square whiskey advertisement**, not political satire. The page shows a dramatic black-and-white photograph of a man examining two bottles of Rittenhouse brand rye whisky in low lighting, creating atmospheric, sophisticated branding. The text identifies it as "100 Proof Straight Rye Whisky - Bottled from the Barrel," made by Continental Distilling Corporation in Philadelphia. This appears in **Life magazine**, which despite being satirical, carried advertisements. The ad uses dramatic photography and product display typical of 1930s-40s liquor marketing—emphasizing quality and straight-from-barrel authenticity during an era when such claims held marketing appeal. No political cartoon or satire is present; this is straightforward commercial advertising.