Judge, 1918-05-11 · page 31 of 36
Judge — May 11, 1918 — page 31: what you’re looking at
What you’re looking at
This page is primarily a **patriotic advertisement**, not satire. It promotes "Smileage Books"—coupon booklets funding entertainment for soldiers in training camps during World War I. The image shows a soldier in military uniform holding the booklet. The advertisement appeals to civilian patriotism by arguing that morale entertainment is essential to military readiness. It references "Kaiser Bill" (Germany's Kaiser Wilhelm II) and "over there" (the European front), establishing the WWI context. The appeal is emotional: soldiers have sacrificed comfort and face death; civilians should reciprocate by purchasing these books ($1 or $5) to provide theater, vaudeville, and lectures. The ad claims entertainment increases soldier efficiency and hastens "a victorious peace." **Uneeda Biscuit** (a real brand) sponsors this patriotic message, leveraging wartime sentiment for corporate goodwill. This represents typical WWI-era corporate-patriotic marketing, where companies demonstrated loyalty by funding soldiers' morale initiatives.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
oints \pari- For 1 one eethe of the vhose seem ‘tures h the $ one ennie id of lot is ‘arth, Il the nent. to be O get n the and rable ) per never of her hetic t her treet more irday have of her n the you f the new face after- orship t they “‘He’’ will read this advertisement in “some newspaper’ ‘‘somewhere.” He will also know that you read it, provided you act promptly and send him a Smileage Book today. There are orphans in the army and they need some kind friend to adopt them and see that “they’”’ are properly entertained in camp— SMILEAGE will do this for you. Facts About Smileage Books Smileage Books are books containing coupons entitling a soldier t any entertainment held in Liberty Theatres, Liberty Cantonments and National Guard Camps in'U. S. A. Smileage Books are issued by Military Entertainment Committee, under evper- vision of War Department. Smileage Books containing 20 coupons cost $1.00 each. Smileage Books contain- ing 100 coupons cost $5.00 each. The prices of entertainments range from five to twenty-five cents. . Smileage Books are for use in Liberty Entertainments in National Army Can- tonments and National Guard Camps only. They do not apply to naval training stations or other camps. Smileage Books are on sale by local Smileage Committee everywhere throughout the country. ‘There is space on each book for name of soldier and name of person sending book. Smileage Books are transferable to soldiers in Uniform. They can be used by Civilians only when accompanied by u soldier. Sixteen theatres have been built. Chautauqua tents erected. A complete schedule of entertainments arranged. Smileage Books are needed for our million of soldiers. Buy yours today—send it at once to your soldier. PY Uneeda Biscuit “Make Him Smile All the While” BOOK. Smileage admits him to a camp theatre where he can see the finest dramatic talent, Broadway successes, leading vaudeville stars and listen to the finest lectures for a mere pittance. This diversion increases his efficiency. It makes him doubly valuable to Uncle Sam and doubly dangerous to Kaiser Bill. It hastens a victorious peace. Can you, then, as a patriot, deny him this? Can you say that you have done your full duty? War demands sacrifices. He is making his—that boy who has given up the comforts and luxuries that you today have for the perils and rigors of life at the front. Death is teady to shake his hand; the star shells invite him to his end—the vultures soar overhead. How paltry, then, are our sacrifices compared to his. This boy is in the training camp now making himself fit for the call “over there.” Strength and courage he gets from army morale. Morale—and Napoleon said without morale there could be no army—he gets from ceaseless, grueling drill and healthy diversion. One is as important as the other. The Committee on Training Camp Activities has arranged Y= can do so today by sending him a SMILEAGE one program; Gen. Pershing the other. A host of stars have volunteered their services. Your co-operation remains. Buy a Smileage Book today and make a soldier happy. Manufacturers and employers are urged to send a Smile- age Book every month to each of their boys now in the train- ing camps. Fill out the coupon now. Send it to “ Judge.” Every dollar goes for the soldiers! ‘‘ Judge’s” services are given without charge or expense. SMILEAGE COUPON | suen over to your local Smileage Committee or send to JUDGE'S Smileage Fund, | 225 Fifth Ave., New York City. $1 Smileage Books --$5 Smileage Books (Currency, Check, P.O. or Express Money Order) NOTE: Orders may also be sent to the Military Entertainment Council, Commis- sion Training Camp Activities, 19th and G Streets, Washington, D. | | T enclose ' L