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Judge, 1918-03-02 · page 30 of 36

Judge — March 2, 1918 — page 30: what you’re looking at

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Judge — March 2, 1918 — page 30: Judge, 1918-03-02

What you’re looking at

This is a **full-page advertisement for Vanity Fair magazine**, positioned as morale-building propaganda during World War I. The top cartoon depicts a gloomy man in an armchair surrounded by war worries (coal shortages, Zeppelins, submarines, spies), with Uncle Sam figure appearing to offer salvation through Vanity Fair. **The pitch**: Americans unable to fight shouldn't despair—read Vanity Fair instead. The magazine claims to maintain "the cheero spirit" by reporting on entertaining aspects of war (camp humor, trenches' lighter moments, home-front social life) rather than only grim news. **Key references**: McAdoo (Treasury Secretary controlling trains) and Daniels (Navy Secretary) are jokingly blamed for preventing civilian escape—only magazines offer mental relief. **The satire's logic**: Vanity Fair cynically argues that civilian morale matters militarily. It can't build ships or fight, but it can keep spirits up—positioning entertainment as patriotic duty during wartime rationing and anxiety. The subscription offer ($2 for nine issues) appears below the argument.

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

Don’t Lose the War at Home! If you can’t fight—don’t gloom. Read VANITY FAIR No coal—no wheat—no meat; Zeppelins—sub- marines — spies; Garfield — Daniels — McAdoo! Ever since dinner, Lieut. Hasembad (of the Home Guard) and Mr. Sertin Blooruin (of anywhere be- hind the lines) have canvassed the situation, And there's no hope for the Allies. None whatever... unless somebody has the presence of mind to ring for a copy of Vanity Fair © Vanity Pair The most cheerful and stimulating of all the magazines. A season of it will keep you in touch with everything in the war and out of it that tends towards a cheerful viewpoint — the high lights of camp life, the humors of the trenches, the social, literary, dramatic and artistic skirmishes of the non-combatant. You won’t save anything for the Allies by declaring a Hopeless Day. Face the facts— face all of them. But be sure you have the right sort of face to do it with. That’s right — Smile! Vanity Fair can’t smuggle you out of the country. But it can take you out of yourself. It deals with unusual and interesting aspects of the war. news of everything amusing and entert. life, and reflects the elevations of war-time life, not its depressions. ‘The men at the front know the value of cheerfulness, of ety, of good humor. ‘They know that a man’s mind can't stay indefinitely in the trenches without leave. It needs a rest, a laugh, a holiday. You need a holiday. But McAdoo has the trains, and Daniels won't let you take a boat. What then? Why, then—Vanity Fair! Tt also_pu Vanity Fair cannot build ships. Or move freight. Or go over the top with an Enfield. But it can dispel gloom. It can keep cheerful the men who go and the men and women who stay. It can chronicle that side of the war which refuses to be dark—its unquenchabie humor, its unconscious heroism, its outstanding figures; and mirror —cheerfully —the swift current of wartime life at home. Not only should you have on your library table those publications which treat only the most serious ts of the war in the most serious way. But with them, you should also have Vanity Fair, which echoes the songs of the Sammies, the skirl of the pipers, and does its bit to maintain the cheero spirit at home. EVERY ISSUE CONTAINS: PERSONALITIES: SPORTS: The war has affected In oft many sotable was the building of fers, over there and over here, not automob.les, airships, motorboats. to mention the writers, wits and Its effects upon them are regularly workers who are giving of their treated In the pages of Vanity best to win the war. Fair. ESSAYS ANDARTICLES: Graphic treatment of the more unconven- Uonal ides of the war, by enliven- 9 Issues of Vanity Fair ten, if you mail Portraits and for $2 {ir ccapon new Belge do not know Vanity Fair, or would ike to know it better, you may have the norema of Nice THESTAGE: A War: reviews of York's theatre of next nine issues for $2—even ten, if you mail the coupon now, Now, more than ever, there is need for what the Entish call “the cheero spirit" Need for keep m4 stiff upper lip. Need for biding a long face fon fall men good humor. Vanity Pair yourse Mail the coupon now Attention? Forward march Tear off that soldier, t apont Ing and enlivened ewaylsta, critics and authors, THE ARTS: Criticisms and illus trations of the latest and most dis- cummed happenings ts painting. Ut- uulpture and architecture, especially where these arts have been greatly Influenced by the war, HUMOR AND SKETCHES: The sunniest spots tn the bright side of leer wor! d near-workers as seen by ¥ and daring artists and writers. THE OPERA AND MUSIC: The German comets, composers conductors and’ pubilshes thelr Dortraite, plans, predicamenta and personalities, DEN. FRANK CROW VANITY FAIR, 19 ‘most das stimulating plays, the tenses mas. FASHIONS: The last word on the hew clothes for men and women: where to get a good uniform: the feminine side of war-time fashions, POLITICS: Accurate, Informative and. Inspiriting articles dealing with American polities and policies In the great War—and not a yawn In any’ of them, OTHER TOPICS: The heart of metropolitan fife is mirrored, "aris ; Moving pletui of life are recorded jn Falr, tices Vanity ST, Publisher », Editor -1 New York City Get the Cheero Spirit—It Will Help Win the War We Are Under War Conditions F your copy of JupceE reaches you late, remember that the postal facilities are overtaxed and the mails are often days late. Please do not be too quick to make complaint. We are printing and mailing the paper on time. We cannot speed up the mails. When your paper reaches you, read it care- fully and then put a stamp on it and hand it to your postman, who will startit tothe boys ‘Over There,” who are always eager for good reading. Out of Date Advertiser—I should like to have U placed next to pure reading matter. Modern magazine editor—Oh, but ¥ don’t print that kind of stories any mo: Tipped Off Mrs. Gnages—If I had known whd a fool you were I never should have ma; tied you. Mr. Gnaggs—You might have guess: it when I proposed to you. Cause of the Riot “A German sympathizer broke up mecting of the Frugality Club last night! “Set off a bomb?” “No, he dropped a nickel.” “The mission of this paper is to preach the gospel of happiness” “opyright, 1918, by LeslieJudge Company. Tene at the Pesteoice at’ Siew York as mail matter. 3 Fifth Avenue, New York. ington Representative ing, Washington, D.C. 4 Reuben P, Steicber, Se¥ Pay postal order. Present year, 10 cents per copy; Mi ete, United States, its dependencies, and NE To Canadian Provinces add cents a year for pot to all foreign countries ald 81.00 WESTER) uilding Ww Tremont Building : Judge is printed by th comicbooks.com