Judge, 1927-09-10 · page 36 of 36
Judge — September 10, 1927 — page 36: what you’re looking at
What you’re looking at
This is a **Prohibition-era advertisement** (likely 1920s-early 1930s) for a non-alcoholic mixer. The opening cartoon shows three men in formal wear saying "Gosh!" and "Sh!" — expressing relief and secrecy, referencing the illegal drinking culture during Prohibition. The ad's central joke plays on "the silver lining to prohibition": since alcohol was banned, people sought creative alternatives. Silver King Fizz positioned itself as a sophisticated "mixer" that could replace actual cocktails, using mineral water and fruit juices to evoke "the good old days" of drinking before Prohibition. The rhyming descriptors ("S-M-O-O-T-H-E-S it out," "Works Miracles with the taste," "Mellows it") humorously suggest the product could somehow compensate for missing alcohol. The ad openly acknowledges Prohibition while winking at customers' nostalgia for legal drinking, making it an artifact of American drinking culture during a unique regulatory moment.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
rN 4, Wets, Cheer Up! there is a marvelous new mixer that does wonders! S.M.0.0.T-H-E-S Works Mriraces it out with the taste Apps YEARS ie MELLows to its age < it Ssh! Ssh! The silver lining to prohibition Silver King Fizz has swept the country ..... man to ‘man recom- mendation of its mixing tricks has sold carloads wherever people re- spect thirst. Silver King Fizz has Mineral Water from the famous Silurian Spring as its base. The rest is a secret blend of fruit juices and other healthful ingredients. Result: Magic drinking — Magic that will make you think of the good old days. Lots of people prefer Silver King Fizz straight. It is a sparkling, pure, refreshing beverage with an ingra- tiating fruity tang. Another delight: Silver King Extra Dry Ginger Ale It is also made with Mineral Water. It has a rare bouquet, appreciated by people who enjoy delicate differ- ences, delectable subtleties. Waukesha Mineral Water Company, Waukesha, Wisconsin. SILVER KING FIZZ That Marvelous Mixer F your dealer hasn’t got SILVER KING Fizz send his name to us. We'll see that his faux pas is corrected, and that you are informed of the happy event. Dealer's Name and Address. that puts the old thrill back into Your Name and Address....--_______ QUADRI-COLOR CO., JAMAICA, N.Y comicbooks.com