Judge, 1927-07-23 · page 35 of 36
Judge — July 23, 1927 — page 35: what you’re looking at
What you’re looking at
This is an advertisement disguised as comic dialogue, promoting a book called *"Here's How!"* by Judge, Jr. The sketch depicts two men with exaggerated foreign accents (British, Irish, French, German, and African American vernacular) meeting and enthusiastically discussing the book's merits, particularly its collection of cocktail recipes ("new ways to make dreinks"). The satire likely targets both prohibition-era drinking culture and the magazine's own promotional tactics. By having characters speak in broad, comedic ethnic/regional dialects, the piece mocks different social groups while simultaneously hawking the book at $1.00, with ordering instructions to an actual New York City address. The humor relies on period stereotypes and the transparent sales pitch masquerading as genuine conversation between friends discovering a "marvelous" new volume.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
TWO OTHER FELLAS “Hullo, hullo, hullo, old thing! When did you get back from the Benighted States?” “Bout a fortnight ago, old chappie.” “Tell me, old fellow, did you see anything interesting ovah theahr” “Be gobs, an’ I did that, me laddy buck!” “Vell, vell! An’ vot vas it you seen?” “Wall, I bane tell you! A new book!” “Merci! vous le fournier n’est-ce pas?” “Ach Got! Vata volume! It is full of new ways to make dreenks!” “Lawdy, man, you ain’t foolin’, is yo’? What all’s the name of this heah book?” “It’s called ‘Here’s How! and it’s by a chappie named Judge, Jr., and it sells for the ridiculous sum of one dollar!” “Not rully! By jove I'll have to send for a copy!” “Do that, old bean! Simply send a dollar to this Judge, Jr. fellow, at 627 West Forty-third Street, New York City, and he’ll mail you a copy!” “Thanks for the tip, old chap! ‘Toodle do!” comicbooks.com