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Judge, 1932-04-16 · page 9 of 36

Judge — April 16, 1932 — page 9: what you’re looking at

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Judge — April 16, 1932 — page 9: Judge, 1932-04-16

What you’re looking at

# "Make America Rip Conscious" This satirical piece mocks Depression-era government propaganda campaigns promoting consumer spending and optimism. An advertising agency's "Seamstress Division" develops marketing schemes to make Americans "rip-conscious"—deliberately damaging clothing to stimulate demand for seamstress services. The joke targets the absurdity of the "Prosperity Phraseology" subcommittee (a real government effort): executives propose slogans like "Sew what?" and "Let's put our shoulders to the sewing machine," while distributing "Darneries" (button/thread boxes) and shame-inducing buttons saying "I'm Darned Today—Are You?" The satire critiques both the government's euphemistic language avoidance (never saying "Depression") and the manufactured, artificial nature of recovery campaigns that expect propaganda alone to restore prosperity. The advertising industry itself appears foolish for participating in transparent manipulation.

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Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.

——— Make America Rip Conscious By Frederick O. Anderson Work Sought for Unemployed Seamstresses’—New York Sun ( HE conference room of a large advertising agency during a meeting of the Seamstress Division of the Organization on Unemployment Relief. The ceiling is three stories high; heavy draperies are of blue green. It is called the Hypnotism Room because the lighting can be altered to create the right Mood. Eight middle- aged mew are sitting around a table.) N—Men, we can do this thing! old U. A. ever failed? Didn't we Valley Forge and San Juan Hill? meeting of the Se; ifle ways to cre: CHAIRMA Has the lick them at you know, this mstress Division is to consider e and maintain work for our f of the needle—in short, to make America Rip-Conscious We will h first from Barron Renfrew, chairman of the Car-Card Section. (He presses the lighting button marked Profound Study.) BARRON RENFREW—We've worked out a car card here that I think will wow 'em—knock ’em in the aisles. LL RIP THE OLD PROSPERITY WAGON WIDE OPEN and the picture shows a lot of horses pulling a big wagon. The horses are labelled “Patches,” “Tears,” “Ravel and so on. But the big stopper is that the horses are harnessed to the wagon with thread—get it? Make every man, woman and child thread-conscious. A MAN Namep Henry—But won't the Yarn Asso- ciation raise hell? CHAIRMAN (chin out, eyes flashing)—Let ‘em! Let ‘em! The n't tear down anything as constructive as this. Now there is one thing, men, I particularly want to emphasize at this point. As you know, we are all co- operating with the President’s Subcommittee on Pros- perity Phraseology and we're helping to bring back Prosperity by never, never using that word I won't even pronounce (he holds up a large card on which is printed i ih re failed? JUDGE “Has the old U. Didwt we them at Valley Forge and San Juan Hill?” “The scamstresses will then set up corner stands like apple venders.” “Depression” Well—I want us to do just the opposite for Seamstresses. We must all become Seamstress- Minded. We must carry always in our minds the con- viction that, next to a Mother, a Seamstr is the high- est example of God's handiwork. We must think, eat and sleep Sewing—and talk accordingly. “That certainly hits the needle on the head.” ‘Let's all put our should- ers to the sewing machine” and “Sew what?” are exam- ples of what I mean. This is of vital importance. So now—I mean sew now—Mr. Palfrey, will you report for the Radio Section, if you please PALFREY—I've arranged to have this Theme Song on every program. of the Thread.” Russ Crosby plug I call it the “Song “Rip off a button every day, Wear patches at the knee, Take darned good care of yourself, Bring back prosperits CHAIRMAN—Mr. Busby, of the Mer- chandising Section, will tell us how the services of our stitchwomen can be made available—so completely available toe man, woman, and child that the one who doesn’t avail himself of them can fairly be called a SI. Bussy—I propose to issue tin boxes, Parl i seamstress urleys will contain needles, thread, 's and so | necessary supplies. The seam- s will then set up corner stands like the apple vendors. [ think we should call these stands “Darneries.” CHAIRMAN—Yes and_ celluloid but- tons can be given to all customers s ing “Well, I'm Darned Today—Are You?” People will be ashamed not to wear them. Now—Mr. Bart Burstine (Page 29, please) 1. ever lick comicbooks.com