Judge, 1929-04-06 · page 3 of 36
Judge — April 6, 1929 — page 3: what you’re looking at
What you’re looking at
# Analysis: Melachrino Cigarettes Advertisement This page is primarily a **cigarette advertisement** for Melachrino brand, not political satire. The illustration shows a social scene where a woman in a mirror and two men are examining a package of Melachrino cigarettes, with the tagline "One of you gentlemen smoking the Melachrinos must have lost their heads." The left side contains book reviews under "Judging the Books," listing contemporary novels like works by Dashiell Hammett and W.B. Seabrook. **The satire is minimal**: the ad's humor relies on the playful suggestion that Melachrinos are so desirable that smokers are losing their minds over them. This represents typical 1920s-30s advertising rhetoric, before cigarette health warnings. The "bridge player" coupon offers cigarettes as a premium product for the educated, leisured class.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
ee SUYGING™ BOOKS Brews we start on the new spri books we want to list and recommend a few outstand- ing publications which we have previously reviewed. “Red Harve Dashiell Hammett—A ma under- world thriller, crammed with frame-ups, bombings, and fights. “Rome Haul,” by Walter D. Edmonds—A romantic panorama of life on the Erie Canal back in’ 1850, “Believe Tt or Not.” by Re L. Ripley—A curious jumble of odd ind fantastic facts, collected and illustrated by the author. by Kay Cleaver hly diverting mys- and the tland) Yard) pri “Mamba’s Daughters.” by Du Bose Heyward—A_ truthful beautiful novel of old Che ind the new industrial $ Miprints, Strahan—A tery story Se Case of Sergeant Grisha,” by Arnold) Zwe long but gripping wartime story of a Russian prisoner on the East- ern front. “The Magic Island.” by W. B. Scabrook—Weird and interesting expericnces, with witch- craft and Haitian black me “The Snake P Unset—A_ powerful tre medieval Norway and a sequel to The Axe.’ The author has re- ceived the Nobel Prize. voodoo by Sigrid ly of “Memoirs of a Fox-Hunting Man.” by Siegfried Sassoon—A charming story ef country life in pre-war England, ending with the jarring note of the World War. “How's and Why's of Human Behaviour,” by Gee A. Dor- how our sey—An explanation hosses, wives and sweethearts get that way, by the author of “Why We Behave Like Human Beings.” The Bishop Murder Case.” by SS. Van Dine—A_ perfect shocker in which Philo Vance in untangles an apparently un- solvable and exceedingly ingeni- ous mystery. “Elizabeth Lytton Strache and Essex,” by —The most en- ple of all recent books. ‘The » romance of Queen Eliza- heth and the youthful Earl of | Essex. —Trp Suane winner of the 1 w LACH © The Union Tobacco Comoare Coat Room Girl: "One of you gentlemen smoking the Melachrinos must bave lost these bonds.” Do You Play Bridge? Then Clip This Coupon... Tur UNION Tosacco Company 311 Fifth Avenue, New York City Gentlemen 1 am a bridge player, and would like to have your Melachrino-Bridge offer of GO Melachrino Cigarertes —Cork tip, Straw tip and Plain ends—a score-pad with the official rules of contract bridge and two packs of giltedge Congress Cards (free of any advertising) bearing my monogram— $4.75 valve, obtainable for 2.30 with this coupon, to introduce Melachrinos. City C4629 Tovtals Name. Address WHEN ORDINARY CIGARETTES WON'T DO—SMOKE 1 BIT’ OF DISTINCTION Mal anid (or a annnne Stat neeene ene MELACHRINOS TIPS CORK TIPS PLAIN ENDS 10 FOR 1$¢ LARGESIZE 30¢ comicbooks.com