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Judge, 1922-07-08 · page 8 of 36

Judge — July 8, 1922 — page 8: what you’re looking at

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Judge — July 8, 1922 — page 8: Judge, 1922-07-08

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# Analysis for Modern Readers This page contains two satirical pieces from Judge magazine mocking 1920s advertising culture. **"Bearding the Leyendecker"** by Corey Ford is a humorous essay about a popular pastime: drawing beards and mustaches on male models in magazine advertisements. Ford catalogs specific ad campaigns (Arrow Collar, Munsing underwear, Gold Dust Twins, Smith Brothers) and suggests that adding facial hair—particularly pirates' beards or Abraham Lincoln whiskers—improves these clean-shaven advertising images. He notes that advertisers apparently learned their lesson from the Smith Brothers cough drops campaign, which featured bearded men and became wildly popular. The satire targets the sanitized, artificial masculinity of 1920s advertising. **"And Thus It Often Happens"** by Alma MacTammany is lighter satirical verse about everyday domestic disappointments and social absurdities—a woman's empty closet, dumb-waiter eavesdropping as entertainment, a Shakespeare Club that fines members for non-attendance. The cartoons illustrate these texts with period-appropriate imagery of children by water and urban scenes.

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

Bearding the Leyendecker by Corey Ford ‘OU take a pencil or crayon of a rainy afternoon and you can have the time of your life drawing beards on the advertisements. There are a few minor suggestions at the outset; but the idea affords infinite range for your own ingenuity. Here are the advertisements with the men all wearing collars or smoking cigar- ettes or merely reading the morning mail in their underclothes. There's the oppor- tunity, now; one’s pencil fairly itches to be at it. Think of the character you can achieve with the tiresome funda- mentals of facial construction already done for you. Think of the pirates you can produce by a good beard; contem- plate the villainous effect of a curled mustache on a handsome young Arrow Collar lad; or the infinite bankers and men of affairs you can secure with several broad strokes just right of the ears. If you have any imagination at all, you can get Congress. TH Munsing young man here is ath- letic, and runs through the Saturday Evening Post every Thursday in long underclothes with sleeves like Mayor Hylan’s bathing suit. Fine. If you're a real artist, at a glance that suggests the Spanish Main. ie whiskers on this Six of one, half a dozen of the other aging to try to put anything like charac- ter into the Kuppenheimer Boys, or even the Wallachs. I’ve tried Abraham Lin- coln on them, which is one of my best, but they always look forced. On the other hand, Velvet Joe makes an ideal Enright. ‘OU can see the possibilities, and it’s astonishing how popular the sport has become. I’ve never seen O'Sullivan pounding away energy on the subway platforms but he’s had whiskers of some cut or other. It’s astonishing how far they carry the thing with mere silhouettes like the Gold Dust Twins. The public shows what it likes, and I should think the advertisers would realize at last what it was that made the Smith Brothers. Pao And Thus It Often Happens by Alma MacTammany OUNG MOTHER BLOZET Went to her closet In search of a dainty gown, But when she got there The closet was bare of anything save discards each impossible for one reason or another And so Blozet didn’t get that new set of golf sticks. er “Have you a wireless telephone in your apartment?” “No, but we get a lot of entertainment out of listening at the dumb-waiter shaft.” sas “Did you enjoy yourself at the party?” “Oh, yes, but I wish they had served food’ instead of lettuce sandwiches.” sae Our Shakespeare Club you ought to join. Financial independence Will soon be ours. We get the coin In fines for non-attendance. type of young man should curl slightly and his mustaches droop; they're par- ticularly effective when done in blue pen- i is eyebrows have got to beetle, “se and good to give him earrings. Then “Whatever became of—you know who a sash, and he might be in tights at the I mean—that chap who was always say- opera. Try adding high boots, for effect. ing: ‘I'll tell the world’?” “Oh, you mean Binks? He has a job in the broadcasting department of a Radiophone Company.” : HE Garter Boys and the Cigarette Boys look very nice with glasses; but for pure pleasure . give me the young scientists shooting Puffed Rice-out of guns. Any one of them can wear a Van Dyck and look distinguished in it; and if you should happen to try _ side-whiskers you'd think you had Chauncey Depew. I think Lionel Strongfort looks best as a Cave Man. I've never been able to make him into President Harding, for some reason, though I’m sure he has the possibilities. But it’s very discour- Just big enough comicbooks.com