Judge, 1932-10 · page 4 of 36
Judge — October 1932 — page 4: what you’re looking at
What you’re looking at
# Red Lion Advertisement (Judge Magazine) This page is primarily a **liquor advertisement** for Red Lion flavored spirits (gin, rye, scotch), not political satire. The ad uses a humorous framing device: an unnamed author claims to have interviewed 500 eligible bachelors about what qualities they seek in wives. The punchline suggests all 500 agreed the ideal woman should be hospitable, wise, and great-hearted—then reveals she should also stock Red Lion liquor in her home. The accompanying composite photograph shows an idealized "dream girl" styled fashionably for the era, described as living on Park Avenue in Chicago and wearing designer clothing. The ad's joke relies on mid-century gender stereotypes: that women's primary value is providing hospitality (particularly alcohol) to men. This reflects 1920s-30s advertising conventions targeting male readers.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
WHAT MEN LOOK FOR wu the Gab. they Mary I'VE been having the most fascinating tie the fun of interviewing fi to find out what they look for in the girls they marry! Thrills! Adventui And T got the m i nswers, All the Y men, for examph ‘The Harvard men, nt with the pr socks, remove from my sight. y helors barked. imme a pal—a and every Princeton alumnus used the same words: "She must be great-hearted, w J enough to appreciate me ...0n a moon-drenched on the beach at Malabu But the oddest thing was that all of them added, “She must be wise in the ways of ly y. She must h discovered that the days of * to the door his own’ nowadays.” to thinki 700,000 Hospitalogists Approve Red Lion Next I made personal calls on 700,000 hosp) (hospitalogists, you know, are dermate specialize in h ality), It took me three n but it was fun. 750,000 of them said, "Wh: know Red Lion Flavors? You don’t know that a bottle flavors a very authentic gallon? Well, Hele Bourbon, you'd just better go way back and sit down And that’s what I did—and that was fun, too I recommend it to all my readers who are tired of standing. But before you get completely comfortable, rush around to your grocer or druggist and ask for several bottles of Red Lion. If he hasn't it, tell him you're « dermatologist and he will quickly order it for you. Or write to W. A, Taylor & Co., 12 Vestry Str York City. (Importers of Martini & Rossi Vermouth and Cusenier Grenadine and Cordials.) (Signed) Beln Burke 11s Is Tue Way the composite dream-girl of 500 bachelors looks. Th is the way she sounds: “She lives on the corner of Park Avenue and Chicago. She wears evening gowns by Chanclboulanger and sport clothes by Best and Taylor. Her bags come from Saksdorf Goodman and her shoes from Fortaum and Delman. She is blonde and brunette with titian hair. Inthe vanity case of her Hispano Royce are six bottles of Red Lion.” RED LION IMITATION GIN, RYE, SCOTCH, ETC., Cooking FLAVORS y people have written us about these burlesque advertisements that we have put the whole series into a booklet, We'll gladly send it to you; all we ask is that you send us your grocer's name. comicbooks.com