Judge, 1927-07-23 · page 36 of 36
Judge — July 23, 1927 — page 36: what you’re looking at
What you’re looking at
This is primarily a **product advertisement** disguised as editorial content, employing Prohibition-era humor. The cartoon depicts "Bill," Judge magazine's society columnist character, who has "discovered" Silver King Fizz—a mixer. The repeated "Ssh!" sounds signal secrecy, mocking Prohibition (1920-1933), when alcohol was illegal. The joke is that Bill presents this innocent-sounding "mixer" to fellow drinkers as a way to make their homemade or illicit alcohol ("your ???") palatable and seem "old enough to vote"—meaning drinkable. The advertisement presents Silver King Fizz as a legitimate mineral water and mixer from Wisconsin, but the satirical framing winks at readers that its *real* purpose is improving bootleg liquor. This was common advertising strategy during Prohibition: manufacturers sold "mixers" and "tonics" while publicly denying they were for alcoholic beverages. The "wow!" reference and enthusiastic testimonials reinforce the insider joke among readers who understood Prohibition's widespread violation.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Ssh! @@Gentlemen: Bill is our official young man about town. Last week, by the triumphant look in his eye, we knew he had made a Big Dis- covery. He had—and, noble youth, he shared it. ‘Boys,’ Y i] he said, ‘there’s new hope Ssh A for us. I’ve found a mixer , that makes you think Ssh ! your 777? is old enough 7 to vote. Remember Ssh! Ssh! a Ssh! the name, Silver Ssh ! King Fizz. I’ve tried it with my stock. It does wonders! Judge Jr. was right whenhe said ‘it’s a wow! Yours truly 99 KING FIZZ SILVER That Marvelous Mixer It’s here — the mixer every wet has been wishing for And how it has been taken to flask! Man -to-man endorse Silver King Fizz do has sold car- loads wherever people respect thirst. nt of what Silver King Fizz has Mineral Water from the famous Silurian Spring as its base. The rest is a se- d of fruit juices and other healthful ingredients. Result: Magic! It takes the sharp edge off what you've got; s-m-o-o-t-h-e-s it out; WAUKESHA Company, MINERAL WATER WAUKESHA, ages it; mellows it and adds a touch of sparkling exhilaration that will make you think of old times. Lots of people prefer Silver King Fizz straight. It is a sparkling, pure, refreshing beverage with an ingra- tiating fruity tang. Two other delights: SILVER KING EXTRA DRY ginger ale, and SILVER KING MINERAL WATER Both born at the Silurian Spring, these beverages are appreciated by people who enjoy delicate differences, delectable subtleties. comicbooks.com WISCONSIN