Judge, 1927-05-21 · page 35 of 36
Judge — May 21, 1927 — page 35: what you’re looking at
What you’re looking at
This is a comedic advertisement disguised as a satirical story, promoting a fictional book called "Here's How!" ostensibly by "Judge, Jr., the Russian poet." The narrative mocks romantic persistence: Theodore pursues Ruby for 17 years through increasingly absurd self-improvement schemes (French lessons, personality courses, traffic management training), all failing until he discovers a book of cocktail recipes. The humor lies in the absurd solution—that booze, not character improvement, will win romance. The story's exaggerated Jewish character names (Rabinowitz, Kisloff) and the mention of "no apologies to S. J. Perelman" suggest self-aware parody of sentimental Yiddish-American romantic tales popular in the era. The final page element is a reader response coupon, inviting people to order the book for one dollar—the "joke" being that readers are themselves being seduced by the same ridiculous premise as Theodore. It's meta-advertising: Judge magazine selling a fake book by pretending to satirize people who'd buy such a book.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
sn caoeacintesitiarantsiniasbencmninas i ma hc acim How to make LOVE y Judge, Jr. with no apologies whatever to S. J. Perelman In the above pic ture we see Ruby Rabinowitz and Theo dore Kisloff in the act of courting. Theodore, or Oscar, as his friends call him, has been courting Ruby over 17 years come this Michaelmas, but so far has met with nothing but rebuffs. Theodore, or Philip, as his friends call him, has tried in every way to intrigue Ruby, even going so far as learning French in one lesson, taking a personality course, learning to be a traffic manager and subscribing to the American Mercury but his efforts have been of no a Ruby has remained cold in the face of his flaming passion. He has even tempted her with goodies and trips to Island, but she him nay. Then, one day, Theodore, or Jefferson, friends call him, chances upon a curious volume, and as he reads it he gets pale around the gills. “This,” he exclaims to the traffic cop at the corner of Forty-second Street and Broadw: will win my Ruby.” And he rushes off to her home in Yonkers with his “Look, Ruby,” says he gayly and with a hint of the devil-ma » in his face, “look what I have found!” “And what may th; as “It’s a book!” ejaculated Theodore. “I’ve got a book!” re- torts Ruby with girlish laughter, pushing her husband under the ice-box. “Yea,” exclaims Theodore, “but not such a book as this! This little volume contains 55 new drink pes which will warm the cockles of your heart.” “What is the name of it?” queries Ruby. “It is called Here’s How!” vouchsafes Theodore, “and is by Judge, Jr., the Russian poet.” Open- ing the book to page 37, Theodore deftly takes the keys to the wine cellar from Ruby’s husband’s vest pocket and they repair thence, chuckling gayly. ! Judge, Jr. 27 West 43rd St. Dear Judge, Jr.: I, too, want to win my | : loved one! ' : Here’s a dollar. Send me, postpaid, a copy of you book, “Here’s How!” comicbooks.com