Judge, 1926-12-18 · page 36 of 36
Judge — December 18, 1926 — page 36: what you’re looking at
What you’re looking at
This is a **Martini & Rossi vermouth advertisement** disguised as satirical editorial content in *Judge* magazine. The main cartoon depicts a humorous domestic scene where a brother-in-law playing Santa Claus is ejected from the family gathering—literally dropping down a chimney—because he forgot to bring the advertised vermouth (non-alcoholic). The satire exploits Prohibition-era anxieties: by promoting "non-alcoholic" vermouth, the ad sidesteps legal restrictions on alcohol sales while still marketing an aperitif product. The joke frames the drink as so essential to holiday tradition that a family member loses his position for forgetting it. The accompanying text romanticizes vermouth's place in family gatherings, positioning it as a civilized, wholesome beverage suitable for respectable households. This advertisement-as-editorial approach was common in early 20th-century magazines, blending commerce with editorial voice.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
On the crisp winter eve, as memories grow golden before the hearth fire and anticipation quickens, many a genial master calls for Martini & Rossi Ver- mouth (non alcholic). In its fine old tang and snap there is the wholesomeness and chal- lenge that suits the family mood and heartens the guest. Blend- ing to the epicure’s ti and the stomach’s good, Martini & ssi is the historic holiday . For many a year it en the Yuletide cup in and villa, Product of a sunshine and herbs, it fills the eye and overjoys the palate. At the Better Grocery and Delicatessen Shops SANTA CLAUS AT NO. 10 LOSES JOB AND WHISKERS Brother-in-Law Santa forgets Vermouth (non alcoholic) and is dropped from the family and from the chimney as well Send for “The Confessions of a Good Mixer” by Tad Crane, to W. A. Taytor & Co., 94 Pine St., New York City PRESS OF WILLIAM GREEN, NEW YORK comicbooks.com