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Judge, 1915-07-03 · page 22 of 32

Judge — July 3, 1915 — page 22: what you’re looking at

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Judge — July 3, 1915 — page 22: Judge, 1915-07-03

What you’re looking at

This Judge magazine page satirizes publishing and advertising through contrasting content. The "Perfectly Honest" publisher section mocks the publishing industry's grandiose spring announcements—promising melodramatic titles ("Threnody and Cataclysm") and exaggerated author descriptions while the publisher perspires anxiously, suggesting the desperation behind the hype. The dominant feature is an Anheuser-Busch advertisement exploiting John Hancock's Revolutionary legacy. It draws a parallel between Hancock's historical opposition to prohibition and the beer company's opposition to alcohol restrictions, falsely implying Hancock would support their product. The advertisement cynically appropriates patriotic imagery to legitimize commercial interests. The "Genius and Quality" section sarcastically reviews overwrought romantic fiction titles, further ridiculing both publishers' pretensions and readers' tastes. Together, these elements critique how American institutions—publishing, advertising, commerce—manipulate history and language to obscure commercial motives behind appeals to tradition and authenticity.

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Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.

Perfectly Honest THe Perfectly Honest publisher wagged from his office window to hig chauffeur to wait another hour. Perf, honest perspiration streamed from his clas. sic brow, and he worked on his Announca, ment for the Spring Trade. Fiction Our list this year is a Threnody and , Cataclysm. A Super Dreadnought lady writer, a Doge Fiend and three Lydia Pinkhams; a galary of new and riotous writers such as the world . s ' } has seen before: — Tightly riveted Pitty br Sance ce | Portrayers, and Ultra-Artists. —— Genius and Quality “YRAMERS OF THE CONSTITUTION OF THE US. Listen: ‘ A “The Luscious Kiss of Lucy,"’ by I John Hancock—fither of the Revolution” || sa: sic" Saas se | the Declaration of Independence his name may be wad without spectades. His signature was the ble “ofa Youu Condein tak its nail [ J first subscribed to the worlds most famous State document. In the most realistic sense John Hancock their Days in hearing the citrils singing pledged his life and his fortune to the cause of the Revolution. He was one of the richest men in, the Farkleberry trees, and their Evenings | the colonies, holding investments in banks, breweries, stores, hotels,and also owning a in one another's arms—Can you beat it? |) fleet of vessels. The seizure of one of these precipitated the Boston massacre. In Revo Also: ‘Smashed Between the Eyes," ty lutionary days and until his death he was a popular idol. When it was proposed to bom. . * Phyllis Evadne Wrott. A Rollicking stor |) bard Boston, though it would have resulted in greater personal loss to him than to of Two in the Rocky Mountains. They é&. any other property owner, he begged that no regard be paid to him because of his financial intevests. While Hancock did not sign the Constitution of the United States, he used his great influence in its beh, which awakened the gratitude, of Washington““He was ing in manner, and passionately fond of the ele. gant pleasures of life, of dancing, music, concerts, routs, assemblies, card parties, tich wines, social dinners and festivities.” Until the end of his life the people of Massachusetts delighted to honor him. In the stirring events preceding the Revolution he was one of the most active and influential members of the Sons of Liberty. To this tireless worker for American Independence Liberty was the very breath of life. He would have frowned upon any legislation which wou'd restrict the natural rights of man, and would have voted NO to prohibition en- actments. It was upon the tenets of our National Spoken Word that Anheuser: Busch 58 years ago founded their great institution. Today throughout the length and breadth of the Free Republic their honest brews are famed for quality, pu- tity, mildness and exquisite Bowe Tiaisieas lh a aaly in popularity until 7500 people are daily required to meet the ic Semanal Ln sales exoced eny other beer by tallions of bottles, ANHEUSER-BUSCH - ST. LOUIS,U.S.A. Visitors to St.Louis are courteously invited to inspect our plant — covers 142 acres. Means Moderation 1,000 ISLAND HOUSE Alexandria Bay, Jefferson County, New York Send two @cent stamps for Mlustrated Booklet. O. G. STAPLES, Proprietor WILLIAM WARBURTON, Mer. termined to See America First, and tune | a thunder storm inside out by the power of their Love, “*Father’s Troubles, ’’ by Bill Evangeline | This new Salt Lake City author comes t | the Fore with a Swoop. The story is lit erally packed with Situations and family matters. i “Little Eva Eckstein,"” by-——? This Pathetic Gem of Literature has Flossie Ba [ clay and Kitty Wastebasket lashed to the mast. For supreme drivel, take it from us, there is nothing sweeter and softer. “The Ears of the Sow,'’ by Harold Yell Blight. A lovely tale of Swine, Mountais: and Mocking Birds. There is a ripples flow and a burst about this delightful Mes that make it Rank—Well! “Thirsty,’’ by Leander Bunkum. The title is misleading. You will wish you hai your money back. ‘‘Deutschland, Plus."*—A masterful ac count of a Reservist’s ruffianly behavior is the Trenches when he received a soft boilel Egg from the folks at home. This story is written without prejudice, yet gives vivid, graphic, compelling, entrancing pic ture’’—— At this point The Perfectly Honest Publish quit work for the day; smiled chastely; snatched his dinner pail from its hook; leaped through the window, and landed gracefully in his auto mobile, “Where to, Sir?’’ “*Matteawan."* FL Both Objected “I don't like the way this hotel is run!" carped a peevish young traveling salesmaa “Neither do I,"’ replied the landlord of the Pruntytown tavern; ‘‘but I've got entertain all the fools that come along, 8 well as the sensible people.’’ . comichooks.