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Judge, 1939-01 · page 3 of 39

Judge — January 1939 — page 3: what you’re looking at

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Judge — January 1939 — page 3: Judge, 1939-01

What you’re looking at

# Judge Magazine Advertisement Analysis This page is primarily a **Literary Guild membership advertisement**, not political satire. The main image promotes "The Thorne Smith Triplets"—three novels by humorist Thorne Smith, offered free to new Guild members. The cartoon shows a woman with a baby carriage surrounded by book titles, illustrating Smith's reputation as "America's One and Only Rabelaisian Humorist." The visual joke references his bawdy, sophisticated comedic style. The advertisement emphasizes membership benefits: receiving three books worth $6 retail value for free, discounted future purchases, and access to the monthly *Wings* magazine. The pitch targets readers seeking entertainment during the Depression era by promising significant savings on books. This is **commercial advertising**, not political commentary.

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

Thorne Smith... America’s One and Only Rabelaisian Humorist! ONLY in the pages of Anatole France, Voltaire, and Rabelais himself can you match the lusty, zestful fun of Thorne Smith's novels! He is the modern master of daringly sophisticated satire. His char- acters are completely uninhibited in their passionate prank: and no writer of genius has ever ven- tured to create such thrillingly improper situations! Such skilfully humorous skating on thin ice is un- equalled in recent literature. And yet behind Thorne Smith's brilliant comedy is the deep, keen wisdom of the classic master that he really is! He punctures hypocrisy and sham modesty. It is this that marks the difference between the “frank” classic and the merely shocking book. Glance at the brief hints of the three sparkling Thorne Smith novels included in this new volume— THE THORNE SMITH TRIPLETS—and you'll decide you MUST have it for your very own. It’s a genuine $6.00 value (and spicily illustrated by Roese!), but we have decided to let new Guild Subscribers have it without cost! It is yours free if you accept the offer of Literary Guild Membership outlined below. Why the Guild Offers This Great Book Free ‘The principal reason is to encourage immediate acceptance of our offer of free membership in the Guild so that we can demonstrate the extraordinary book values which you get as a Guild Member. When you realize that you will have the privilege of getting many important new $2.50 to $5.00 books, whenever you want them, for only $2.00—we feel that you are practically sure to join the Guild at once. The Membership which entitles you to this saving is offered you entirely ON APPROVAL: even after receiving the FREE “THORNE SMITH TRIPLETS,” there is no obli- gation to continue unless you wish. You can cancel your membership simply by returning the book. The Literary Guild selects for you each month the out- standing new books from the forthcoming lists of the leading publishers—fiction or non-fiction. How You Save Up to 50% Although the publisher’s edition sells for from $2.50 to $5.00, if bought individually in the stores, Guild members pay only $2.00 for these same books, in handsome Guild edi tions especially designed for members. Guild selections are delivered to members, on approval the same day the pub- lisher’s edition is placed on sale. Magazine “Wings” Free Guild members receive free each month a copy of the famous Guild magazine WINGS, which contains, among THE JUDGE FOR JANUARY other features, articles about the current selection and its author, and includes a special contribution by the author. It is profusely illustrated. In addition, WINGS is an inval- uable guide to all important current reading, for each month it reviews about 30 new books, any of which may be pur- chased through the Guild at the established retail price. WINGS also contains an advance description of the book to be selected the following month. If you feel you do not want that book, you merely notify the Guild not to send it when the time comes. On the other hand, if the selection sounds interesting, you may have it sent for your approval. Guild members are not required to purchase a book every month. As few as four selections within one year keeps your membership in force. Other Advantages of Literary Guild Membership Members who purchase four Guild selections within the six- month period between January and June, or July and December, ste rewarded with Bonus Book worth $3.60 or more. Full letails of this popular plan will be sent you upon enrollment. ‘The Guild Service starts as soon as you mail the coupon. THE. THORNE SMITH TRIPLETS will be sent to you immediately. Send no money—just the coupon. Accept Guild membership on approval. “When you jcin, you agree only to take a minimum of four Guild selections during one year, for which you pay $2.00 each, regardless of the higher retail price LITERARY GUILD OF AMERICA Dept. IJE 9 Rockefeller Plaza, New York You get all 3! Topper Takes @ Trip: tn which the never-to-be-for- ovten Topper wanters old and ghostiy” friends Mhile sojourning abroad. Night Life of The Gods: Which tells what happens when two mortals set out for a midnight jam: boree in Manhattan, in company with such congenial fellow-celebrants as Neptune, Mercury, Perseus, Di- ana, Hebe and Venus. The Bishop's Jaegers: In which, among other things, 4 man with too much underwear and a giel with too few clothes try to strike a happy medium inva nudist Exmp, and which also tells of the unhappy fate of Little Acthur, the gilted pickpocket. Tl FREE: THE THORNE SMITH TRIPLETS Literary Guild of America, Dept. | JE, yr Plara, New York eemmcnwnnenen 1 7 ureh the established Tet comicbooks.com