Judge, 1929-04-13 · page 25 of 36
Judge — April 13, 1929 — page 25: what you’re looking at
What you’re looking at
This page is primarily a **cigarette advertisement** disguised as editorial content in Judge magazine. The main illustration shows three well-dressed men in suits examining a cigarette box, with one holding a cigarette—a visual appeal to aspirational masculinity and sophistication. The satirical hook: a fake "bridge player's coupon" presents smoking Melachrinos as the solution to winning at contract bridge. The exchange ("What's the best assist?" / "One sure trick—MELACHRINOS!") jokes that cigarettes provide a competitive advantage, playing on both the game and the product's supposed distinction. The left column reviews new books (by Evelyn Waugh, Henry Williamson, Maxwell Bodenheim, Darragh Aldrich), offering intellectual credibility to the magazine's audience—implying that refined readers of serious literature naturally smoke premium cigarettes. **The message**: Melachrino cigarettes signal good taste, intelligence, and social status among educated, leisure-class men.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
A‘BIT” OF DISTINCTION OUVDGING™ BOORS | CH SOCK the welkin! Whoop up the band! Fandango in the streets! That precious thing, a funny book, has appeared! It is , “Decline and Fall,” by Evelyn Waugh, unknown brother to Alec Waugh. Brother Evelyn seems a fellow of infinite gifts. This first book of his runs the gamut of the 2 risibilit'*s—from enormous belly - laughs to delicate ticklings of the funnybone. Its insanely sane ps rN ages de- scribe the Odyssey of a gentle Oxonian who carcens thru_ the hazards of Waugh’s cock-eyed world, peopled with Waugh's y imitable caricatures of humanity. Despite a somewhat feeble end, you will find. it an uproarious ny of slapstick, satire, tomfoolery, intellect, fantasy and what you will, In sum, it is a W. of a book, “The Pathway,” by Henry Williamson — the beautiful but + saga of sympl Leena a mode nelley, and eventually eru- cified by the narrow-minded ele- ment ina Devon community. One misunderstood of the most poctic love stories ever written; plus by far the finest description of rural English life we know; plus its other mani- fold virtues make this a tremen- dously moving and important work, “Sixty Seconds” is by Max- well Bodenheim, the bad boy of American letters, If you will strip | Massa Bodenheim’s spurious sophistries and heavy lecturing from his bare story, you will un- doubtedly enjoy what's left. Sixty seconds ‘remain for a con- demned man to live. He spends it in flashback retrospect of his life, reviewing his adventures, mainly with women and—well, women, It has been a life not unlike that of a Chester Gillette— a sort of middle-class American | €eUatntetecee Gonvees : framed B/ straw rips ragedy. y “Peer Good for Nothing.” by | Novice: "What's the best assist for an opening bid poe a 7 - e y o” AINE Ss Darragh Aldrich—rough doings | °/*#/ ; a 10 FOR 13¢ in the big, clean North Woods, A | EXPe®t: "Owe sure trick—and MELACHRINOS!” Large Size 38 ge-hearted he-hero (who talks broken heroine Do You Play Bridge? Then Clip This Coupon. sh) snatches a (who calls her ‘i hs Tie Union Toracco Company Daddums”) from the 511 Fitth Avenue, New York City C. 4-13.29 clutches of a smooth — Gentlemen Initials coccoeeeeeeee villain (who mani- 1 am a bridge player and would like to have your is nails and tells awful Melachrino-Bridge offer of (1) 60 Melachrino Ciga- Name | Guaranteed to give an | tetes—Cork tips, Straw tips and Plain ends, (2) the | anything beyond an amarba brain. | re ofany advertising, beating my monogram—$4.75 | Teo Suanr. value, for which I enclose my check for $2.50. City. State ..-- ~ 4 = as WHEN ORDINARY CIGARETTES WON'T DO—SMOKE MELACHRINOS 23 comicbooks.com