Judge, 1928-12-01 · page 36 of 36
Judge — December 1, 1928 — page 36: what you’re looking at
What you’re looking at
This is primarily a **1928 advertisement** for Silver King Fizz, a mineral water mixer, but with thinly veiled satirical commentary on Prohibition. The cartoon depicts a lively party scene—likely meant to evoke the "speakeasy" culture of the Prohibition era (1920-1933). The text repeatedly emphasizes the product gives drinks a "**pre-war smoothness**" and restores "the good old days"—nostalgia for alcohol consumption before Prohibition's 1920 enactment. The humor is in the obvious subtext: this "marvelous mixer" is being marketed as a way to improve illegally-obtained or home-made alcohol during Prohibition. References to "s-m-o-o-t-h-n-e-s-s," secret distribution networks ("word got around"), and urgent telegrams for "carloads" mock the bootlegging black market. The ad exploits the widespread public resentment of Prohibition, presenting this mixer as solving a real problem for ordinary drinkers circumventing federal law—with winking, coded language rather than explicit acknowledgment.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Reason enough for Thanks-giving! This mellow mixer gives your toasts a@ PRE-WAR s-m-o-o-t-h-n-e-s-s! OTS to be thankful for in 1928! _4 Prosperity, peace, and a silver lining to Prohibition: namely, that marvelous mixer, SILVER KING FIzz! It takes what you've got and §-m-o-0-t-h-s it out, ages it, mellows it, gives it that pre-war taste, magically! When SILVER KING FIZZ came along, its success was almost a riot. Word about it got around as man after man got in on the secret. Its name gurgled, as it were, from party to party across the country. Orders came in a tidal wave for dozens— for cases, and then urgent telegrams for carload after carload! Every day, Don't be DOWNHEARTED if your dealer h ot King Fiss! There now, our postman is more loaded with the demands of the thirsty! SILVER KING FIZZ has mineral water from the famous Silurian Spring as its base. The rest is a secret blend of fruit juices and other healthful ingredients. Result: magic that puts the old thrill back into drinking —magic that will make you think of the good old days! Lots of people prefer SILVER KING FIZZ straight! It is a spark- ling, pure, refreshing beverage with an ingratiating fruity tang. Get SILVER KING FIZZ for this grand holiday season! SILVER KING FIZZ That Marvelous Mixer Made by the Waukesha Mineral Water Co., Waukesha, Wisconsin, tho also purvey the delectable Silver King Extra Dry Ginger Ale and Silver King Sparkling Mineral Water Emerald green bottle with gleaming Silver Top QUADRI-COLOR CO.. JAMAICA RE comicbooks.com