Judge, 1927-12-03 · page 35 of 36
Judge — December 3, 1927 — page 35: what you’re looking at
What you’re looking at
This is a satirical advertisement disguised as a car advertisement, mocking Prohibition-era drinking culture. "Here's How!" was an actual cocktail recipe book popular in the 1920s, and the joke treats it like an automobile model with "features" like speed, acceleration, and color schemes. The satire works by applying automotive marketing language ("1928 Model," "smooth running," "90 miles an hour") to a drinking guide, suggesting Americans were so obsessed with cocktails during Prohibition that they'd eagerly replace worn-out copies annually. The price notation "F.O.B. (Full of Beverages)" puns on shipping terminology while emphasizing alcohol content. The sample letter from a customer claiming his "last year's model is all worn out" further satirizes both consumerism and how central cocktail recipes had become to American social life despite—or because of—Prohibition's official ban on alcohol.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
NEWS | NO END! ANNOUNCING The New 1928 Model “HERE’S HOW" THE FASTEST BOOK IN AMERICA! With New Recipes New Toasts New Color Scheme Smooth Running Acceleration, the quickest pick-up of any book in the field Speed 90 smiles an hour! Price $1.00 F.O.B. (Full of Beverages) 627 W. 43rd St. New York City. Dear Junior: I'm all agog! Am enclosing a dollar. Send me the new “Here’s How!” as quickly as possible. My last year’s model is all worn out. comicbooks.com