Judge, 1913-06-07 · page 24 of 24
Judge — June 7, 1913 — page 24: what you’re looking at
What you’re looking at
This is primarily a **commercial advertisement**, not political satire. The "cartoon" at the top depicts five men at what appears to be a sporting event or leisure activity. Four wear B.V.D. brand underwear and appear comfortable and happy; the fifth wears a competitor's tight-fitting undergarment and looks visibly distressed ("harassed look"). The joke is straightforward product comparison: loose-fitting B.V.D. underwear makes you comfortable and lets you enjoy life ("Life's Worth While"), while inferior competitors leave you uncomfortable and miserable. The text emphasizes the B.V.D. brand label as a guarantee of quality and urges consumers to specifically request it from retailers. Pricing is listed for various styles. This represents early 20th-century advertising strategy: using humor and social scenarios to promote brand loyalty and differentiate products in an emerging consumer marketplace.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Smile and Feel ‘‘ Life’s Worth While” in B. V. D. joy the games of summer and the game of life in B. V. D. In this “‘line-up,’’ four E men wear Loose Fitting, B. V. D.—the fifth wears tight fitting underclothes and a harassed look. He doesn’t know the coo/- ness and comfortof light-woven, B.V.D. Coat Cut Undershirts and Knee Length Drawers, or Union Suits. % B. V. D. get a good look at the fate. On every B. V. D. undergarment is sewed BEST RETAIL TRADE (Trade Ma Off. ant F ) Insist that your dealer sells you only underwear with the B. V. D. Label. B. D. Coat Cut Undershirts and Knee Length Drawer: 7c. 00 and $1.50 the Garment. B. V. D. Union Suits (Pat. L A. 4-30-07.) $1.00, $1.50, $2.00, $3.00 and $5.00 the Suit. The B. V. D. Company, New York. London Selling Agency: 66, Aldermanbury, E. C. comicbooks.com