Judge, 1928-01-21 · page 2 of 36
Judge — January 21, 1928 — page 2: what you’re looking at
What you’re looking at
# "Lessons in Love—No. 1" This page is primarily **advertising disguised as editorial content**—a technique the text itself criticizes as "direct advertising." The cartoon depicts a couple in an elaborate domestic scene. The woman asks about "a fellow and girl who have known each other two hours and are married"—establishing an absurdly quick romance. The man responds "No—a case of gin!!" The satire targets **Gordon Water** (likely a beverage product) by showing how the couple supposedly fell in love through this product. The accompanying text explicitly mocks this promotional method, noting that "NO MENTION is made of what the case of Gordon Water was mixed with or HOW it was mixed"—exposing the deceptive advertising technique. The pitch then sells a booklet called "HERE'S HOW" for a dollar, promising similar "romantic" results.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
LESSONS IN LOVE—No. 1 £ Jos PA 0 FRB | aces ATELLON \ \ \ OUNG man, read the dialogue in the above picture! There is a LES- SON in it! Have you the VISION to see it? Have you the SHREWD- NESS to read BETWEEN THE LINES, to SEE what is behind that light exchange of conversation? NO MENTION is made of what the case of Gordon Water was mixed with or HOW it was mixed! THAT would be DIRECT ADVERTISING, and such obvious methods MUST be shunned! HOWEVER, we will let you in on the secret! This couple referred to had a aneauasansasen—a little book, and with the help of this little book they made delicious concoc- tions and IMMEDIATELY fell in love! Is this not REMARKABLE? And you can do the SAME! The NAME of this little book is “HERE’S HOW!” and it sells for a DOLLAR. Think of it! Love for just a DOL- LAR! This little book brings hus- band and wife together, lovers and sweethearts, automobiles and telegraph poles! Send for it QUICKLY! JUDGE, JR., 627 West 43rd St. New York City Dear Jr.: Quick! I too need the help of your little book! Here’s a dollar. Send me a copy quickly! comicbooks.com