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Judge — July 1937 — page 3: what you’re looking at

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Judge — July 1937 — page 3: Judge, 1937-07

What you’re looking at

# Analysis This page is primarily a **Pabst beer advertisement** rather than political satire. The main image shows a cartoon Santa Claus figure skiing down a snowy slope with a Pabst beer bottle, captioned "SO COOLING WHEN YOU SAY 'PABST!'" The left column contains "Letter from The Editors," which previews Judge magazine's upcoming content, including pieces by various writers about topics like President Roosevelt, marriage/divorce issues, and Hollywood. The advertisement's humor relies on seasonal timing and the incongruity of Santa promoting beer as a "cooling comfort" drink. The messaging emphasizes Pabst's 93 years of brewing experience and its availability in a new "TopsCan" bottle style. This represents typical 1930s advertising strategy: using humor and celebrity/character association to market products.

📄 Transcribed text from this page (OCR, searchable)

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

Judge Letter from The Editors | Ty since John Adams sug gested that the Fourth of July be set aside as a legal holiday, each year has seen a bigger burst of patri- otic fireworks, more public meet- ings, more parades. That's the stuff, says Jupce. It's a grand way to let off steam. But may we suggest that you further liven up the month with some of Jupce’s fireworks? They're men- tal and less exhausting. “Oscar Jones Saves Democracy” should put you in the spirit of the fun. A. D. Rothman sets off a few big crackers on the marriage and divorce problem. Struthers Burt, making his debut in our pages this month, leaves no doubt beat Burt vs. Britain. Kyle Crichton skyrockets you from the North Pole to Hollywood in a few short columns. Charles B. Driscoll bangs out juicy tidbits as fast as you can read them. Harry Newman flashes a new close-up of President Roosevelt with the newshounds at his back. You can chuckle or coo to your heart’s content over Morgan Dennis’ dog page, and admire Trembath’s girls. “Who Done It?” will puzzle you and so should Famous Faces, Are You Sure?, Grownup Cutouts, and the double crosswords. The idea is to get into the swing of things and have some fun. If Jupce does or doesn’t help you do this, why don’t you drop us a line and let us know? Monte BouryjatLy, Editor Jack SHUTTLEWORTH, Managing Editor Et, del 1937. Volume 113. Whole No. 2704." Published monthly by Judge Magazine, Inc. Publication office, 404 North Wesley Ave., Mount Morris, Ill. Editorial and executive offices, 16 East 48th St, New Second: York, N.Y. Entered as -Class Mat- july 26, 1933, at the Post Office at Mount Morris, Ill ander aet,of March 3, 5 pyright, . judge Magazine, Ine. Subscription rate, United States and Canada, $1.50 a year; foreign, $2.50; 1S¢ a fonte Bourjaily, President; Harry Vice President; Elizabeth Young Secretary and Treasurer. Par- ntion, is called to the a that every article and picture appearing in Juocr is protected under the provisions of Section 3 of the Copyright Law of the U. S. When the sun beats down, Pabst is a satisfying all day companion. Here's a beer you can depend upon —a beer that has its refreshment, purity and wholesomeness brewed into it by -ninety-three years of experience. At work—at mealtime—or at play —there’s a heap of cooling comfort ready for you the moment you pour yourself a delicious drink of Pabst from the famous TapaCan or handy new style bottle. © 1937, Premier-Pabet Sales Co. Chicago comicbooks.com