Judge, 1926-10-09 · page 13 of 36
Judge — October 9, 1926 — page 13: what you’re looking at
What you’re looking at
# Judge Magazine Page Analysis This page from Judge satirizes American consumer culture and advertising excess during the Prohibition era (likely 1920s). The main target is Judge Jr.'s failed "big advertising scheme"—a satire on commercial exploitation where the young mascot became a walking billboard covered in soup labels and cigarette packages, resembling someone "who'd been around the world a hundred times." The humor mocks both corporate opportunism and naive youth vulnerability to marketing. References include real Broadway shows ("The Ramblers"), cigarette brands (Camel, Cheney Cravats), and candy companies (Huyler's). A secondary joke attacks Prohibition's failure, with a recipe for illegal "Tea Punch" disguised as legitimate beverage instruction. The satirical point: American corporations exploit children and young people through aggressive advertising, while Prohibition is openly mocked through thinly-veiled alcohol recipes. The author presents this advertising excess as absurd and morally questionable.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
vertising that way WIG, The High Hat Club idea seems to have taken on no end and threatens to swamp this department... . . Can't understand why my “big ad- sheme” didn’t go over But more of that later... .. sugges- tions are coming in so fast it is im- possible to print them all and I’ve already had appli- cations for the po- sition of Head Lo- cal High Hat from six different cities. seee+ Leven went so far as to get “Mac” to make a sketch of the High Hat key, and have gotten up a questionnaire for pros- pective members to fill out that’s a humdinger! —f— Got a real laugh the other day aw a kid in the Penn Station on his way back to college and he ags covered with soup had his labels, cigarette package covers and every ad im- aginable..... from a distance it looked as if he’d been around the world a hun- dred times. JUDGE Saw a great show last week—in fact two great shows.... one of them was called “Broadway” and the other was Clark and McCullough in “The Ramblers’ T raved last year about Marie Saxon, but after seeing her in “The Ramblers” I’m speechless. .... How that gal can dance!..... Marie, you are hereby nominated to head the list of JupGe’s Favorites! ceed Cliff Greeman writes from Pasa- dena, Cal., and suggests that I call book “Why Prohibition Is a Failure”... . . he claims that with that title all the drys would then buy it and, after trying a few mixtures, give up all opposition to Prohibition o9. sere thanks for the idea, Cliff, but I think they'd be more apt to buy it if it was called ‘““Here’s How!” —p~ Ed Flynn of Bridgewater, Mass., “The Town With a Future, in arecipe..... “Tea Punch”... Take a half pint of “what have you,” a quarter pound of sugar, and the juice of a large lemon. ... . Light this mixture and while it is blazing pour on it a quart of green tea..... no wonder Bridge- water's got a future! pe While we're on the subject of beverages I must thank the Aquazone Company for their very nice apology for appro- priating my term “Gordon Water” ..... as they them- selves say “a great idea like that should be public prop erty sii s & sends J = If you will cast a sympathetic eye on the accompanying sketch you will see the pitiful condition of Judge, Jr. as a result of his “big advertising scheme!”. ... . Three wide-awake Knox Hats, Camel Cravats firms, namel Cigarettes and Cheney crashed through nobly, and as we go to press Huyler’s came across with a box of candy, but, mani facturers of America, will you let this state of af- fairs go on! Do you want the younger genera- tion to think that this form of attire is the latest thing! Think of the conse- quences! You owe it to your sons and daugh- ters to stop this terrible peril imme- diately! My address is 627 West Forty-third street, New York City. -p~ The Night Clubs are beginning to blossom forth again, and while I have “stepped” in a few, none of them are worth mentioning... . . the six you hear the most are: y Gypsy” —(Countess Maritza.) “All Alone Monday”— blers.) “Cross Your High.) adder of Love” —(Vanitie. “Someone” —(Naughty Riquette.) “Hugs and Kk ies Heart” —(Queen comicbooks.com