Judge, 1928-02-04 · page 35 of 36
Judge — February 4, 1928 — page 35: what you’re looking at
What you’re looking at
This is primarily a **Canada Dry ginger ale advertisement** disguised as editorial content in Judge magazine (1918). The image shows an elegant winter scene at St. Moritz, Switzerland—a fashionable Alpine resort—depicting well-dressed socialites dining under a striped awning with snow-capped peaks in the background. The caption emphasizes "royalty" enjoying the exclusive setting. The text uses aspirational marketing: by associating Canada Dry with European aristocratic resorts and wealthy winter travelers, the ad suggests that drinking this ginger ale grants access to sophistication and distinction. The copy repeatedly emphasizes the drink's "wonderful flavor" and purity, even claiming it's "served in the leading hospitals"—a common early 20th-century advertising tactic implying health benefits. The ad targets middle-class readers in "steam-heated cities" who cannot afford St. Moritz but can afford ginger ale, offering them a taste of that glamorous lifestyle. The product is positioned as a year-round beverage, not just a summer refreshment. There is no satire here—this is straightforward luxury brand advertising.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Cy CAFE ON THE Ice St. MORITZ SWITZERLAND 3. When royalty plays amid the snows on the towering peaks at St. Moritz Grorious St. Moritz. . . . Land of sunshine amid the snow « The rendezvous of Royalty and the social clect of all the world. . . . A veri- table mecca for all who love the sports of winter. In St. Moritz, as in other fashion- able resorts in Europe and in this country, you will find that “Canada Dry” is an especially popu- gy lar drink on cold, crisp days. ws This is so not only be- cause of its wonderful flavor and the distinction it car- ries, but also because of the way it refreshes and invigorates. Here is a real ginger ale made from real Jamaica gi You who live in steam-heated cities will find this exhilaration as welcome as the fortunate few who spend their winters on the peaks of St. Moritz. For this is no ordinary drink made simply to tempt your taste for a few hot days in summer, but a drink you will relish the whole year through. So we say to you—try this fine old ginger ale. Serve it with your luncheon or dinner these crisp winter days and note the zest and sparkle it adds to even the simplest meal. Plan for it when you entertain because of the distinction Remember it as you sit of an evening beside the crackling fire. Give it to your children because it is good and pure and you it adds to any occasion. know you can depend on it always. Did you know that “Canada Dry” is served in the leading hospitals? The minute you get your first taste of that wonderful flavor you will agree with those thousands of people who have said, “I never knew how good ginger ale could be until I tried ‘Canada Dry,” ‘CANADA DRY" ee. U. S. Pat. Off, “The Champagne of Ginger Ales” Extract imported from Caneda end bottled in the U.S. A. by Conada Dry Ginger Ale, Incorporated, 25 West 43rd Street, Im Canada, J. J. McLaughlin Limited. York, N.Y, Established 1890. comicbooks.com