Life, 1927-06-30 · page 11 of 35
Life — June 30, 1927 — page 11: what you’re looking at
What you’re looking at
This page satirizes a 1920s radio broadcast of Shakespeare's "Romeo and Juliet" sponsored by Simpson & Swink, a delicatessen company. The satire mocks the incongruity of commercial food advertising interrupting high literature. The main cartoon shows a man at a dinner table beneath stars and lightning bolts, captioned "Oh, say, can you see?" — a joke about radio's invisible medium. The accompanying sketch depicts a couple in romantic poses, referencing the tragic lovers. The text parodies how Simpson & Swink exploits the program by promoting their canned goods and specialty foods (corned beef, cheeses, caviar) as "refined" products suitable to the elevated artistic context. The humor targets both pretentious advertising claims and the absurdity of selling groceries through Shakespeare broadcasts.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
/ pi ) \ 7 we BAHSToON TEA Pp, NIGHT AY AHTY TEA, SRO, BEAKS § CoD A La carte [l"\ 2 9 Our History. Chap. Vv THE BIRTH OF THE GRAND OLD PARTY. “Romeo and Juliet” vs. Simpson €? Swink ‘“G OOD evening, ladies and gentlemen. This is sta- tion XYZ9 broadcasting the second act of ‘Romeo and Juliet’ by courtesy of the Simpson & Swink Delica- tessen Company whose well-known line of staple and fancy prepared foods needs no introduction. “The announcer believes a little review of the action would add to your enjoyment of the program. Goose-liver sausage, it should be remem- bered, is of many kinds— some good, some bad, some in- different. Simpson & Swink’'s special brand has long been known as the best. The first scene represents a lane by the Capulets’ orchard. Romeo appears and vaults over the wall. “It perhaps would be im- possible to find in any liter- ature a more touching love scent than the one which fol- lows. Juliet is on the bal- cony and Romeo is beneath. Camembert and Roquefort, if they are to reach the con- sumer in proper condition, must be handled by experts. Simpson & Swink, through whose kindness this program is presented, maintain a Paris office for these two items alone. “The two lovers pledge pip You Hear 17?” their love and plan a secret “yROM THE POSTMAN. wedding. Incidentally, one THAT’S THE JOKE OF of Simpson & Swink’s spe- THE MONTH.” cialties is known as_ the Household Delicatessen Sup- ply, an assortment of head cheese, salad dressings, Her- kimer County cheese and caviar. “The curtain next rises on Friar Laurence’s cell. Romeo explains the situation and persuades the ecclesi- astic to officiate at the wedding. Simpson & Swink, patrons of the evening’s program, have as complete a line of canned goods as can be found in the country. “In the fourth scene Juliet’s nurse seeks out Romeo and final details of the wedding are arranged. An “THAT WAS AN EXCEL LENT STORY YOU TOLD AT DINNER, JIM. WHERE amusing incident is told of a young matron who was very fond of pretzels, but had difficulty finding a kind that suited her taste, until she tried Simpson & Swink. “The act closes with Romeo back in Friar Laurence’s cell. Juliet enters and greetings are exchanged. Corned beef is something of a delicacy when properly treated. Simpson & Swink know how to treat it. “We will now take you by remote control to the studio, where the artists have assembled. Between scenes fur- ther sidelights on the great tragedy of love will be given by your announcer.” David B. Park. Business with Pleasure FrATHER: Now I'm giving you a good job in my mill, I want you to work your way up. Son: But, Father, there’s no future in it. 1 want to work in some place where I can marry the owner's daughter. “OH, SAY, CAN YOU SEE?” comicbooks.com