Judge, 1925-08-08 · page 36 of 36
Judge — August 8, 1925 — page 36: what you’re looking at
What you’re looking at
This is primarily **advertising disguised as social commentary** for the Allerton Club Residences. The satire targets early 1920s urban discomfort—"mercury has gone bolshevik" is a joke equating summer heat with radical politics (Bolshevism was a contemporary fear). References to Eskimo Pies and refrigerated drinks mock the desperation of hot-weather relief. The real message, however, is a class-based pitch: the Allerton Club offers wealthy men escape from "herd discomfort" and "ordinary city living" while maintaining exclusivity. The phrase "Not undemocratic—yet selective" is the key contradiction: the ad claims egalitarian principles while explicitly screening residents by social "background." The cartoon illustrates gentlemen enjoying leisure—golf, tennis, swimming—contrasting urban heat and crowds with exclusive country-club comfort. This appeals to the interwar upper-class anxiety about maintaining status while appearing modern and reasonable.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
LIFE, liberty and .. the pursuit of ocean breezes .... made easy! This is not an advertisement for Electric Fans or Ice Cream Cones! This is a Prophecy in Jest and a Suggestion in Earnest for your comfort and happiness this summer ! E HE collar that looked so Me is cool, so immaculate, in the ad —clingeth to the neck. The mercury has gone bolshevik. The sale of Eskimo Pies has reached the proportions of a na- tional menace . . . movies—and bisque colored flannels —and cooling drinks, if you can find them! It is summer! And there are piping hot days ahead— lots of em. You'll want to get out of the city when work will let you. What’ll you do? Where will you go to fuel He and laughter and cooling breezes? . . . Her suggestion ! These unusual privileges Men living at any of the various Allerton Houses are extended privileges of The Country Club. This includes golf— tennis —dancing—and outdoor swimming in The Sound! Here is something new. . . different. Your chance to escape from the dull routine of city living—the heat—the crowds—the con- founded monotony of beach resorts and all the “horribles” of herd discomfort! there are refrigerated esa At the Allerton Country Club there is all mannerof sport and all manner of comforts. And the surroundings are those one would expect to find at an exclusive club. No crowds—no hurry—the associa- tion of men of your own kind—the atmosphere which puts an added zest in living! Not undemocratic — yet selective In location—in service—in the comfort and convenience of every detail of appointment, the Allerton City Residences offer much that you cannot find elsewhere. They are by no means un- democratic, yet they are selective in the personnel of resident guests. And beyond creature com- forts, there is the unique advantage of a homelike atmosphere. Most of all—this quality will appeal to those men possessed of the background which demands it. To that class who will not, who cannot, who never could be satisfied with ordinary city living. You will find that here it is made possible for gentle- men to live—moderately and economically—in the envi- ronment to which they are accustomed and which is so essential a part of real con- tentment. ALLERTON CLUB RESIDENCES New York bs Chicago “HSV atin TTA PRESS OF WILLIAM GREEN, NEW YORK comicbooks.com