Judge, 1928-07-21 · page 27 of 36
Judge — July 21, 1928 — page 27: what you’re looking at
What you’re looking at
This page from Judge magazine combines humor columns with satirical commentary on 1920s college and urban life. The main feature, "Carrying the Advertising Idea Further," mocks advertising culture by suggesting absurd "nonchalant" responses to life's misfortunes—getting fired for lateness, romantic rejection, accidental animal cruelty—all "solved" by consuming advertised products like Kleinschmidt carbolic acid or Neverfail matches. The satire targets both advertising's empty promises and the era's affected coolness ("be nonchalant"). The surrounding section contains witty one-liners from college students at various universities, poking fun at campus life, dating mishaps, radio songs, and romantic deceptions. The cartoons depict exaggerated characters in comedic situations. The overall message critiques 1920s consumer culture and its reliance on products as solutions to genuine problems, while satirizing youth culture's superficial sophistication.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
JUDGE Carrying the Advertising Iaea a 4. on ~ f ‘ Further is tC When you wake up in the morn- = ees > if ing about two hours late, and you SL miss the carly morning limited, > — and when you finally get to the Believe it or not, | was wait- © you find the boss there. ing for a street-car. scowling and swearing, and you a Bine . Kreiner. are fired for being late, be non U. of Missouri chalant: Drink Kleinschmidt ear- holie acid. Our idea of a really safe bet is When you date the best little placing money on an Old Gold — itl in the world for the Tron blindfold test. Workers’ Ball, and you don the —O. B. Gutxer, tuck, and then find out that she Oklahoma U.°29 has thrown vou down for Mike Ryan, be nonchalant: Inhale Co- ip : Jone’s illuminati The radio song—Somewhere a be Au Bueeneticiaity ad and the neighbor's chickens come over every day fof lunch, and you are caught in the act of choking one of the chickens, be noncha lant: Knock him over with a —— Rakem hoe. ~ When you work hard every day for your weekly stipend, and expend fifteen cents and read such staff as this, be nonchalant: Light a Neverfail mateh and burn up this column. “What time is it, my dear —Artuer Sinvernvatt, Abernathy?” ; Harvard °30 My sweet Elaine, it is but @ quarter of twelve.” “Liar! The clock strikes “L hear the boxing champ was three!” carried out of the ballroom last night “Yes, he was punch drunk.” —W. K. Dwven, Notre Dame '28 “But, light of my life three a quarter of twel Rowtanp Ly George Washington U. '28 Fern—How come you passed all your courses, yet you never “Hello, Eddie!" Her went to class? Her Auu-Amenican Harr- pack—Varsity drag. I want to get a new song; “My name's not Eddie.” Funny face. “'S all righ’, I'll apologize to Music Clerk—You're not so him.” good-looking yourself. —Exizaneti Ciaran, W. M. Tompson, Jr, U. of California '30 Cornell 729 —Cuarres A. Kenny, U, of Pittsburgh '30 comicbooks.com