Judge, 1929-04-27 · page 27 of 36
Judge — April 27, 1929 — page 27: what you’re looking at
What you’re looking at
This page is primarily a **cigarette advertisement** for Melachrino cigarettes, presented as a satirical magazine page from Judge. The main content consists of three brief humorous anecdotes (unrelated to smoking) that establish an upscale, sophisticated tone—discussing health remedies, telephone misuse, and dinner etiquette. The advertisement's clever strategy positions Melachrinos as the choice of refined, educated people. A waiter recommends them alongside luxurious foods (caviar, filet mignon), and a bridge offer targets card-playing socialites with premium gifts. The recurring tagline—"When ordinary cigarettes won't do—smoke Melachrinos"—reinforces exclusivity. The satire works by using Judge's comedic authority to lend credibility to the product. For modern readers, this reflects early 20th-century cigarette marketing that exploited aspirational class identity and health claims (the "laugh method" anecdote subtly associates cigarettes with wellness) before advertising restrictions existed.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
ists do you think the average man should have?” or six would quate,” said the physician. if we current ade- ‘Now an only break down the prejudice inst the my idea would re- puld— * interrupted a firm from the head of it’s getting late. Drive your guest to the station and then come right upstairs. There are several matters to discuss with you.” contralto. v the stairs, —Antive L. Lireaaxn The Laugh Method A man was told by his doctor that if he laughed ten minutes every day before meals his con- dition would improv in a restaurant he out this prescription w at the opposite table asked what he was laughing at. hing for my Il, then,” d better I ordered Making Use of the Phone George Mrs. phone Mrs, Jones—Certaii Is yours out of order? George—Well, not exactly, but Sis is using it to hold up the window, cutting — biscuits with the mouthpiece and bi teething on the cord, —Borver Criries Stan (from next Jones, may I use your tele- y, George. ma’s y's Auss door)— | LACHR INO veelles Nl ano (ox Waiter: “Your order, sir?” “Caviar, bluepoints, a choice filet mignon, your best dessert, and MELACHRINOS.” Do You Play Bridge? Then Clip This Coupon THe Union Tosacco Company $11 Fifth Avenue, New York City. 4.27-29 Gentlemen:— Tam a bridge player and would like to have your Melachrino-Bridge offer of (1) 60 Melachrino Cig arettes—Cork tips, Straw 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, free of any advertising, beating my monogram, $4.75 value, for which I enclose my check for $2.50. WHEN ORDINARY CIGARETTES 25 STRAW TIPS CORK TIPS PLAIN ENDS 10 for 1$¢ Large Size 30¢ WON’T DO—SMOKE MELACHRINOS comicbooks.com