Judge, 1925-04-11 · page 22 of 36
Judge — April 11, 1925 — page 22: what you’re looking at
What you’re looking at
This satirical column mocks 1920s film advertising hyperbole. The top comics show a figure in a jar labeled with days of the week—likely depicting how moviegoers are trapped in repetitive cinema consumption. "Say It With Adjectives" criticizes how studios use grandiose language ("super gigantic spectacles," "astounding colossal presentation") to market ordinary films. Carroll notes everyone knows these pictures are just "another movie," despite elaborate marketing claiming deep artistic or psychological significance. The humor targets the disconnect between inflated promotional language and actual film content: studios promise fearless social exposures or sophisticated narratives, but deliver standardized products featuring expensive bathrooms and censored kisses to satisfy Pennsylvania's strict film standards. The bottom illustration ("The Flirtation") appears to show movie-theater advertising displays, reinforcing the column's focus on how cinema is sold rather than what it actually delivers.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
The Reel StufP By Carroll Carroll 00000000 ooo0000000 Four Out of Five See— Mail—Attacks nger line. Sally—Guaranteed — sterling silver-lined clouds. The Thundering HMerd— Change for Buffalo and Points west. Quo Vadis—Mave you a little Nero in your Rom The Last Laugh—Rea Stuff (adv.). Ooo00000000000000000000 Reel Say It With Adjectives ow that we're all to- N gether, and in the mood to talk advertising, would say, as moving picture manufacturers they're all great advertising r Grate is the word—and it certainly does! I would be the first to contrib- ute eighty-five cents and 10 per cent. of my total net in- come for the year 1842, to any movement which would ban such wild and funny. state- ments as, super gigantic spec- tacles of lore and desire or astounding colossal presentation of superb and majestic beauty! But—that’s what. sells the goods (if any) and thebads,and that’s what will continue to. Everyone knows (those who don’t please jump out the window) that even though a picture comes to us heralded as a fearless exposure of life among the sercs (kindly keep this copy away from the children) that it is just “another movie.” Even if it were exploited axa psycho-analytical surcey decoted to the sublimated eyo of the superlative and sublimer sexes (or vice versa) it would still be sta movie” with a split second kiss to. suit’ Pennsytl- vania censors, — $12,000,000 bathroom to suit the lady in the kitchenette apartment next oO oO oO oO o o oO f=) oO oO o [=] o oO oO oO oO oO oO o o o o o o o t~) The flirtation. oon0000000000000DDODOOOOODOODOOOOONDDN0ND0N000INNNNN comicbooks.com