Judge, 1927-03-05 · page 33 of 34
Judge — March 5, 1927 — page 33: what you’re looking at
What you’re looking at
This is a **product advertisement** for a Judge magazine publication—not political satire. It advertises a cocktail recipe book called "Here's How!" published by Judge Jr., the humor magazine's subsidiary. The humor works through **ironic understatement**: a woman's surprised face accompanies the repeated refrain "She never knew" about the book's existence, despite its appealing features (50+ drink recipes, toasts, affordable dollar price). The joke is that such a desirable product somehow escaped her notice. **Historical context**: This appears from the **Prohibition era** (1920s-1930s), when alcohol was legally banned in the U.S. The irony deepens—a mainstream magazine openly advertises cocktail recipes during Prohibition, suggesting the law was widely flouted and openly mocked by publishers and readers alike. The advertisement uses the "coupon" sales technique common in vintage magazines, encouraging immediate purchase.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
She never knew— That Judge, Jr.’s new book was out! That the name of it was “Here’s How!” That it contained over fifty delicious drink recipes! And the same number of clever no end toasts! That it sold for a dollar! JUDGE, JR. 627 W. 43rd St. New York City. Dear Junior: I never knew that your new book was out! Am enclosing one dollar. Please send me a copy and pay the postage. HERE’S HOW! You will look after trying one or two of Judge, Jr.’s re- cipes!Clip the Coupon quick! 7, comicbooks.com