Judge — June 19, 1926 — page 31: what you’re looking at

What you’re looking at

This page satirizes an advertising copywriter's extravagant approach to creating catchy slogans. The top panels show a harried judge at his desk, drowning in paperwork, telling someone he must work this out—establishing that the judge is overworked. The subsequent panels depict the same figure traveling extensively (Venice, Rome, Paris, Egypt, Switzerland) and engaging in various activities—rowing, climbing mountains, relaxing—supposedly to generate inspiration for a single cookie slogan. The final panel reveals the punchline: after all this global travel and expense, the slogan is simply "Blisco Cookies—they're really marvellous!"—a generic, uninspired phrase that could have been written without leaving the office. The satire mocks advertising industry excess and the pretense that creative work requires lavish spending to justify mediocre results.