Judge, 1930-08-30 · page 2 of 36
Judge — August 30, 1930 — page 2: what you’re looking at
What you’re looking at
# Analysis This page is primarily **advertising content** rather than political satire. It promotes "Noble Experiments," a cocktail recipe book from The John Day Company (1939 edition), positioned as part of the "Here's How!" series. The illustration shows a formally-dressed gentleman raising a drink, accompanying the headline "HOT CHA CHA!" The ad plays on 1930s slang and assumes readers desire cocktail recipes during Prohibition's end (repealed 1933). The humor is gentle—phrases like "don't cut the gentleman's foot!" reference clumsy bartending. The inclusion of a reply card suggests this appeared in magazines to drive direct book sales. The dollar cost and promise of "good cheer" reflect Depression-era marketing targeting middle-class readers seeking affordable entertainment and social sophistication through home bartending.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
HOT CHA CHA! ND a_ lovely September Morn to you, my unseen audience! May the frost gather on your glass and good cheer pervade your cellar! And speaking of good cheer, glasses and cellars, do you know that there is an entirely new way of enjoying thesc little blessings? Yes, indeedy! It’s so simple I hesitate to tell you. There is a new little book. If you use it carefully, you’ll have enough good cheer to last all Fall, with a chunk left over for Christmas! The little book is called “Noble Experiments,” and it’s the latest and greatest of that famous “Here’s How!” series. The new 1930 edition contains fifty-one brand new drink recipes, thirty- two old favorites, new toasts, and costs but a dollar. Easy, now . . . don’t cut the gentleman’s foot! THE JOHN DAY CO., Dept. J. 386 Fourth Ave., New York City Dear John: I certainly do want Good Cheer for the rest of Nineteen Thirty, and if it isn’t too much trouble, ] wish you would send me a copy of the little book you mention. Sincerely, P. S. I am enclosing Experiments.” \ comicbooks.com