Judge, 1928-12-22 · page 35 of 36
Judge — December 22, 1928 — page 35: what you’re looking at
What you’re looking at
This is primarily **advertising content** disguised as editorial advice in Judge magazine (circa 1928, based on the "1928 'Here's How!'" reference). The page satirizes holiday gift-giving anxiety while promoting "Here's How!"—a cocktail recipe book containing 55 drink recipes and toasts. The elegant illustration shows a woman presenting the book as an ideal gift. The humor relies on **Prohibition-era subtext**: openly promoting a cocktail book during the 1920s (when alcohol was illegal) is audacious. The ad presents giving this book as generously helping "weary" friends—a winking acknowledgment that recipients could use liquor advice. The order form and tongue-in-cheek tone ("boozem friends," "the ridiculously low sum of one dollar") make the satire clear: Judge is mocking both gift-giving conventions AND the absurdity of Prohibition by openly hawking booze instruction manuals. Modern readers would need to know Prohibition (1920-1933) was in effect, making this simultaneously illegal promotion and clever magazine self-promotion through satirical framing.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
™ OMES the time of the year known as the Holiday Season, when people give pres- ents to cach other for no reason at all and “What to give, what to give?” is the eternal question, Ah, yes, what to give! What to— May we be so bold as to aa suggest, seeing that every- ) Gift nN one else is suggesting, that (Suspetion® ) a copy of “Here’s How!” a al would make a delightful present for any of your boozem friends? This little book, by our own Judge Jr, contains fifty-five marvelous drink recipes and the same num- ber of very clever toasts. It sells for the surprisingly low price of one dollar, and we will be only too pleased to send copies direct to your lucky friends, or if you prefer to do your own shopping you will find it in the better book stalls. Judge Jr., 627 West 43rd Street, New York City Nias (New Year's) gift suggestion is a remarkable one, ally saves the day for me. copics of the 1928 “Here's the names and addresses of...... friends, and the same num nal cards. Kindly send these copies direct to the " addresses. Merry Christmas! Give a Thought to New Year’s How many of your friends are going to start the New Year weary in body and sad in spirit? Wouldn’t you lighten their load for the ridicu- lous sum of one dollar? Why, of course, you would! Just imagine a happy New Year for a dollar! comicbooks.com