Judge, 1927-07-02 · page 31 of 36
Judge — July 2, 1927 — page 31: what you’re looking at
What you’re looking at
This page is primarily a **Dentyne chewing gum advertisement** disguised as editorial content in Judge magazine. The main piece is a film review criticizing a movie (apparently featuring actors Donald Keith and Larry Kent) for being slow and poorly acted. The review's actress repeatedly expresses emotion by staring "glassy-eyed into the distance"—a satirical jab at overwrought silent film acting. The advertisement then pivots this critique into a sales pitch: successful men win orders through "cheery smiles," and proper teeth maintenance (via Dentyne gum) is essential. The accompanying illustration shows businessmen at a casual social gathering, implying that an attractive smile facilitates social and professional success. The small cartoon at page top ("Yes, he discovered the North Polecat") is unrelated filler humor. This represents **early 20th-century advertising strategy**: embedding product pitches within entertainment criticism to seem less overtly commercial while reaching Judge's educated male readership.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
chee \ENTYNE ..and smile/ Yes, he discovered the North Polecat. minutes I had seen plenty—I rather wished she could play the harmonica or make funny faces just for variation’s sake. As the untutored young girl, Miss Moran expresses her part by ste d into the dis- tance and ~ smiling wistfully. Later on, when she is stricken by ing glassy- love, she gives a striking impres- sion by gazi g glassy-cyed into the distance and wringing her hands and finally wh 1 she | suffers her great disappointment, | by a tremendous histrionic wrench, she makes you want to take down your hair and cry merely by wearing a well-tailored ambulance driver's suit and look- | ing glassy-eyed in all directions. It is a slow and stupid film. | The men who land the big orders are | Donald Keith and Larry Kent did | SQ | do fairly well as the two young famous for their cheery smiles. There’s Oxonians and practic: ull the picture needed to make it good nothing like a smile to win your way into the hearts entertainment was a scenario, a director and a leading lady. |of men, Teeth play a big part. They must be clean and | [vestteation: Ina recent pearly white. Dentyne is a delicious gum that makes on the theatre Mr. | 1 majority smiles more attractive. It keeps teeth snowy white. | of the people in movie audiences | | go for the purpose of necking. =a For the sake of my publie and in * KEEPS THE justice to the struggling producers | in Hollywood, I went to. the | trouble “of investigating nine- teen movie houses in New York. | Figures obtained over a two- weeks’ period show that not over seventy-five per cent of the audi- ence in any movie threatre engage in the popular old custom. Solution of Last Week’s Puzzle O|NB IE TAIs] Ve GOW fol RIOR UIM E ps) [>| S SHIT i | IDIE|S A | WIE|D 1 oa daughter's young Tom did th’ ’undred yards in eleven seconds— : at an’ they do say t’would ave bin less if th’ chap who was countin’ a tadn’t ‘ad Viccups! —Passina Snow 29 comicbooks.com