Judge, 1915-06-05 · page 28 of 28
Judge — June 5, 1915 — page 28: what you’re looking at
What you’re looking at
This is primarily a **product advertisement**, not political satire. It promotes B.V.D. brand men's underwear using a humorous domestic scenario. The "joke" depicts a father catching his son bragging about staying cool, then revealing he wears B.V.D. underwear too—suggesting the product's quality is what truly keeps one cool and comfortable. The father playfully "one-ups" the son by also wearing the brand. The advertisement emphasizes practical benefits: breathability ("lets the air in"), comfort, durability ("long-service"), and easy laundering. The red woven label is presented as a mark of authenticity to ensure customers buy genuine B.V.D. products. This reflects early 20th-century advertising strategy: using relatable family scenarios and competitive banter to market basic menswear essentials. The page includes product listings and prices ($1-$5 range) along with illustrations of the undergarments themselves.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
DwndRdeserna o “You Rascal, It’s B. V. D. That Keeps You Cool” “6 : OU’VE been strutting around the house _brag- : ‘ ging: “How Cool I Am’—zow I know the reason— caught with the goods. You can’t get ahead of your Dad, though—ha! ha! /’m wearing B. V. D., too. “Mother got mine for me the other day at Brown’s. You bet, she knows how to buy. Always gets what she asks for, and, Boy, I haven’t felt so coo/ and comfortable in all my life. Doesn’t bind or chafe—lets the air in—seems to keep your pores open— launders as white and soft as a handkerchief—simply great.” On Every B. V. D. Undergarment Is Sewed This Red Woven Label B. V. D. Union Suits (Pat. MADE FORTHE B.V. D. Coat Cut Under- U. S. A. 4-30-07) $1.00, | | shirts and Knee Length $1.50, $2.00, $3.00 | Drawers, 50c., 75¢., $1.00 and $5.00 the Suit. BEST RETAIL TRADE and $1.50 the Garment. tut, Off. and Foreign O Firmly insist upon seeing the B. V. D. Red Woven Label, and firmly refuse to take any Athletic Underwear without it. Then you'll get properly cut, correctly made, long- service underwear. The B.V.D. Company, New York. London Selling Agency : 66, Aldermanbury, E. C.