Judge, 1920-12-04 · page 2 of 32
Judge — December 4, 1920 — page 2: what you’re looking at
What you’re looking at
# Analysis of "What Shall I Give 'HIM' for Christmas?" This appears to be primarily **advertising content** disguised as editorial advice, promoting a subscription to *Judge* magazine itself as a Christmas gift. The cartoon shows a woman offering a gift to a seated man (husband, father, or boyfriend—generically "HIM"), while he looks uncertain or unenthusiastic. The accompanying text argues that a year-long *Judge* subscription solves the perennial gift-giving problem for men. The pitch emphasizes *Judge*'s humor and illustrations will provide "cheer and merriment" throughout 1921, and claims the magazine reaches "over one million readers." A coupon offers to send a "handsome Christmas card" announcing the gift. This is essentially **gift marketing masquerading as lifestyle advice**—a common magazine promotional strategy of this era.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
USBAND, father, sweetheart, brother, friend—no matter who fe is, what to give him for Christmas is always perplexing question. ‘There are few things a man really appreciates. You can solve this problem easily, economi- cally and excellently, in a way that he will not only like, but that will remind Aim of your thoughtfulness fifty-two times a year. Senp Hin Jupce, “Tie Harpy Mepium” ror 1921. Present him with fifty-two weeks of cheer and merriment. The keener his sense of humor, the more grateful he will be for the good laughs he will get; the higher Ars ap- preciation of America’s best [~~ illustrators and humorists, the more thoroughly de will value your gift. If you want Aim to look on the bright side of things in these troublesome times, you want him to have JupbGe— the magazine that has no fads ee \ Judge, The Happy Medium hristmas? orhobbies. It aims to be entertaining without preachment, amusing without vulgarity. It has succeeded to the extent that ONE MILLION readers regard it as America’s leading humorous publication. A year’s subscription to JupGe means a “Merry Christmas” every week of 1921. No need to shop around in crowded stores to find something he might like. Just write 47s name and address, and yours on the coupon below, en- close it with a check or money order for $7 in an envelope addressed to Jupcr, New York, and settle back to enjoy the sense of satisfaction and contentment you will feel over your wise choice. handsome Christmas card with greetings from you will be mailed Aim when you make him a member of the Happy Jupce family. Send in your order at once so that he will get this card along with his other Christ- mas ercetings.