Judge, 1924-02-16 · page 8 of 36
Judge — February 16, 1924 — page 8: what you’re looking at
What you’re looking at
# "Heaven Yields to Detroit" - Judge Magazine Satire This satirical article mocks the American automobile industry's aggressive expansion and marketing during the 1920s boom era. The piece imagines car manufacturers competing to sell vehicles in heaven itself, with Saint Peter now serving as an agent for the "Hallelujah Six." **The satire targets:** - **Excessive consumerism**: Even paradise apparently needs cars, reflecting Depression-era anxieties about materialism - **Auto industry dominance**: The notion that manufacturers will pursue any market, however absurd - **Marketing saturation**: References to "mailing lists" and "publicity sheets" mock relentless advertising tactics - **American excess**: The cartoon's inset joke shows grandparents and children mimicking reckless movie-style driving, suggesting popular culture promotes dangerous speed The Latin closing phrase "Facilis descensus Averno" (easy is the descent to hell) wryly suggests that America's automotive obsession represents moral decline. The page is primarily text-based satire with one cartoon illustration depicting the generational impact of car culture.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
HEAVEN YIELDS TO DETROIT Celestial Kingdom Gives Up in Fight Against Automobile—Ford Silent Dre. February 1. According to recent reports from the celestial representatives of motor car manu- facturers heaven is giving signs of developing into an important export market for American-made cars. Ow- ing to the exodus of wealthy Americans to the land of eternal bliss as a result of hooch, marathon golfing and the European worry, it is reported the demand for cars be- yond the pearly gates is enormous. Saint Peter, who has taken on the agency for the Hal- lelujah Six, says that the streets of heaven are a golden opportunity for the American car. 20,000,000 cars!” he challenges. Manufacturers are cautioned, however, against ship- ping sport models, since there is no call for this type of car among the ange The sports have all gone to the devil, leaving Paradise populated with good, substantial folks whose tastes run to dark colors, chiefly black. Cigarette and vanity cases are especially taboo, while window shades in closed jobs go begging. Nothing is done behind closed doors in heaven. Domestic motorists will doubtless be interested to “Bring on your Grandpa checking time—‘Dear, dear, not so fast, Ruthie; we're not trying to race an express train!” Ruthie—“Well, that’s how they play it at the movies, grandpa.” know that with each car exported a pack: of tacks is included as extra equipment. Auto enthus’ i ven find it rather monotonous to ride in such complete com fort and so like to sprinkle a few tacks and change a tire now and again for the fun of it. is especially blessed with the complet of service stations, few automobile repz absence cept in the remote sections, where a rs have climbed over the wall when When a car gives trouble in heaven the motorist docs what he should have done on carth, He buysa new one. One manufacturer said to-day that he would probably spend more in developing heaven as a market this year than he would mz Saint Peter was busy adjusting his carburetor. ‘e out of it, but his confidence is based on the belief that if domestic traffic conditions continue most of the good people will soon be in heaven anyway, and of course they will want their cars, Reports that heaven will soon be overrun with motor cars are bolstered up by the automobile orga‘ tivities of the various rival tions which h: ordered heaven placed on their mailing lists to receive their publicity sheets regularly. “Heaven help us” will soon be out of date, according to those who know what it is to be ht between a caval- cade of motor cars and an avalanche of motor car publicity. Facilis descensus Averno. Freperick C. Russe... comicbooks.com