Horlick's Malted Milk Corp.

Advertisement for Horlick's Malted Milk includes a comic strip entitled "The Devil Bird: Adventures of Red, Dana, Skibo and Commander Dailey in the Jungle." In the first panel “Commander Dailey,” along with “Red,” “Dana,” “Skibo,” communicate with an aboriginal chief and medicine man. The chief appears to be waiting for a sign from the medicine man. Dailey wears a white pith helmet & shirt and brown riding breeches and boots. The other three boys are in brown campaign hats, shirts, knee socks, and boots. They have tied red kerchiefs around their necks and carry packs. All four carry rifles. The aboriginals appear to be South American Indians. The chief wears a red head band and loin cloth; he has heavy twine crossing his chest and binding his biceps. The medicine man wears an elaborate headdress and beats a drum while sitting on the ground. In the second panel, the medicine man has risen and thrown down a stick which turns into a snake. Commander Dailey explains to his comrades that some snakes appear rigid when held. In the third panel, the chief directs aboriginals to attack the quartet which is arranged in a firing line. Dailey tells the boys that they need their own magic trick to save them. In the fourth panel, Red produces a small periscope and claims that it will serve as a magic device. In next panel, the Commander takes the periscope to a log stockade and looks into the surrounding jungle. The chief and boys are intently looking Dailey using the device. In the sixth panel is the view that Dailey sees in the periscope: a jaguar stalking a seated aboriginal boy dressed in the same attire as the chief. In the seventh panel, Dailey leans over the top of the stockade and fires his rifle. In the eighth panel, the aboriginals, realizing that Dailey has saved the chief’s son, bow down before the outsiders. Dailey remarks that the periscope is worth a fortune. In the last panel, the Commander and the boys study the periscope. Red said that he didn’t pay money for the device. It was a reward sent by Horlick's for submitting a coupon and seal from a bottle of Horlick's Malted Milk. The ad also has images of a bottle of and a package of Horlick's Malted Milk. Finally, there is a drawing of the periscope featured in the comic strip.

Publication date: 1933-08-13

Size: 23.7 34.5 cm

Publisher: Tribune Company

Print type: color

Language:

• English

Subject(s):

• Beverages--1930-1940
• Helmets--1930-1940
• Ushers--1930-1940
• Rifles--1930-1940
• Snakes--1930-1940
• Magic--1930-1940
• Horlick's Malted Milk (Trademark)
• Dailey, Commander (Fictitious character)
• Indigenous peoples--1930-1940
• Tribal chiefs--1930-1940
• Shamans--1930-1940
• Boots--1930-1940
• Headbands (Headgear)--1930-1940
• Headdresses--1930-1940
• Breechcloths--1930-1940
• Periscopes--1930-1940
• Stockades--1930-1940
• Jaguars--1930-1940
• Tropical forests--1930-1940
• Drums (Musical instruments)--1930-1940
• Ethnic stereotypes--1930-1940
• Superstitions--1930-1940

Genre(s):

• Advertisements

Type(s):

• still image
• text

Copyright(s):

• These materials are either in the public domain, according to U.S. copyright law, or permission has been obtained from rights owners. The digital version and supplementary materials are available for all educational uses worldwide.

Is part of:

• The Janet A. Ginsburg Chicago Tribune Image Collection

Source(s):

• Chicago Sunday Tribune (August 13, 1933), p. 8

Format(s):

• application/pdf
• image/jpeg