Judge, 1929-04-20 · page 27 of 36
Judge — April 20, 1929 — page 27: what you’re looking at
What you’re looking at
This is primarily a **cigarette advertisement** for Melachrino brand, positioned as a luxury product ("Mild and Cool"). The page includes several elements: **Main Ad:** Shows a well-dressed sailor or porter cheerfully assisting tourists with luggage, establishing Melachrino as a sophisticated, cosmopolitan brand. **Cartoon Humor:** Small jokes about domestic life and class differences—a clergyman correcting a milkman about milk's proper use, a husband's quiet complaint about his wife—represent typical Judge magazine comic fare mocking middle-class pretensions. **Border Anecdote:** A "frontier guard" accepts a woman's lost passport simply because she smokes Melachrino—an absurdist joke suggesting the cigarette's prestige transcends national boundaries. **Promotional Coupon:** Offers bridge players a $4.75 premium (cigarettes, score pad, playing cards) for $2.50, targeting educated leisure-class consumers. The overall message: Melachrino represents refinement and cosmopolitan taste. The humor serves mainly to entertain while marketing cigarettes as status symbols to Judge's affluent readership.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
| On " basis, the first-prize win- | A "B | T" O F D | ST | N CG T | O N ELACHRIN¢ | ner scored 86 points, with the winners scoring ; +71 and 70 maximum possible points. | score was 150 points. Before the contest closed, the Vaniva Products Co., Ine., in- creased the number of from 461, as announced, to 472. And—believe it or not—the booby prize was won by a lady solution consisted of 382 written on both sides of prizes whose words, the paper, on re criss-crossed, and who suc 1 in taking but nine of the thirteen tricks, Liable to Break It “T caught Bridget lightin fire with kerosene this mor “What did you say to her? “T reminded her of her solemn promise to give us a week's notice before leaving.” —Bostox Traxsenipr Clerquman (at the dairy )— arding the milk you deliver Milkman (uneasily)—Yes, sir? “DT just wan use the milk for drinking and not for christening.” to say Answers Checkh—What I say to my wife * Mate “Yes neighborhood.” ghborhood you don’t say. goes all” over the —AnNswens The vacuum cleaner that was too good. — Son pausnisse-Strwx that I | egacelles. Mild. ano COoL American Tourist: "Good heavens, I’ve lost my passport!” Frontier Guard: "Eet es satisfactory, Madame, I bave seen Madame smoke ze MELACHRINO.” Do You Play B ‘The Unton Tonacco ComPAany 311 Fifth Avenue, New York City Gentlemen: Then Clip This Coupon. 1am a bridge player and would like to have yout Melachrino-Bridge offer of (1) 60 Melachtino Ciga- rettes—Cork tips, Saw tips and Plain ends (2) the score- pad with the latest rules of contract bridge (3) two packs of the famous gilt-edge Congress Cards, Aree of any advertising, beating my monogram—$4.75 value, for which I enclose my check for $2.50. WHEN ORDINARY CIGARETTES WON'T DO—SMOKE STRAW TIPS CORK TIPS PLAIN ENDS 10 FOR 15¢ LARGE SIZE 50¢ MELACHRINOS comicbooks.com