A plaque remaining from the Big Apple Night Club at West 135th Street and Seventh Avenue in Harlem.

Above, a 1934 plaque from the Big Apple Night Club at West 135th Street and Seventh Avenue in Harlem. Discarded as trash in 2006.

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Entry from August 13, 2015
“Don’t cheat yourself. Treat yourself”

"Don’t cheat yourself. Treat yourself” is a popular saying that has been frequently used with food. “Don’t Cheat Yourself buying inferior goods. Treat yourself with a box of De Klyn’s fine candies” was cited in a Cleveland newspaper in 1910. “Don’t Cheat Yourself—But Treat Yourself” was in a bologna advertisement in 1942. “So don’t cheat yourself. Treat yourself to plenty of canned Florida orange juice” was in a 1963 print advertisement.


26 August 1910, Cleveland (H) Plain Dealer, pg. 7, col. 8 ad:
Don’t Cheat Yourself
Buying inferior goods. Treat yourself with a box of DeKlyn’s fine candies or with one of our delicious salads for luncheon or dinner.

20 March 1942, Evansville (IN) Courier, pg. 28, col. 5 ad:
Don’t Cheat Yourself
-- But Treat Yourself
With Stahl’s
Better Brand
BOLOGNA

Google Books
The Saturday Evening Post
Volume 237
1963
Pg. 132:
So don’t cheat yourself. Treat yourself to plenty of canned Florida orange juice— O.J.

Google News Archive
27 February 1984, Sarasota (FL) Herald-Tribune, pg. 9-D, col. 1 classified ad:
DON’T CHEAT YOURSELF
TREAT YOURSELF
(An ice cream cone is shown.—ed.)
Cripple Creek

Google Books
October 2004, Backpacker, pg. 24 ad:
“THE ABS DIET is a sensible eating and exercise plan, not a fad diet. THe Abs Diet Powerfoods and the Abs Diet Workout are designed to make you fit, healthy, and lean for life. If you want to get on top of your game,this is where you start. Remember: Don’t cheat yourself, treat yourself.”
The Rock, movie star

OCLC WorldCat record
E.I. : 10 steps to become economically intelligent (e.i.) and live a financially successful life
Author: Jeremy Preston
Publisher: Bloomington, IN : AuthorHouse, ©2008
Edition/Format: Print book : English
Contents:
Treat yourself, don’t cheat yourself

Urban Dictionary
cheat yourself
when you in a relationship and you are faithful.
dont cheat yourself when you can treat yourself!
by MRCV2 September 07, 2008

Twitter
iTz L3G3ND³
‏@DabizLegend
@L1LDebbie Reminds me of that old saying “Treat yourself, don’t cheat yourself” lol. You gotta do what makes your heart light up. #Legend
7:56 PM - 13 Aug 2015

(Trademark)
Word Mark TREAT YOURSELF, DON’T CHEAT YOURSELF!
Goods and Services IC 005. US 006 018 044 046 051 052. G & S: Dietary and nutritional supplements. FIRST USE: 20090601. FIRST USE IN COMMERCE: 20090601
Standard Characters Claimed
Mark Drawing Code (4) STANDARD CHARACTER MARK
Serial Number 85125244
Filing Date September 8, 2010
Current Basis 1A
Original Filing Basis 1A
Published for Opposition February 1, 2011
Registration Number 3947906
Registration Date April 19, 2011
Owner (REGISTRANT) Shop To Earth, Inc. CORPORATION NEVADA 8880 W. Sunset Rd. Las Vegas NEVADA 89148
Attorney of Record Gerald P. Nehra
Type of Mark TRADEMARK
Register PRINCIPAL
Live/Dead Indicator LIVE

(Trademark)
Word Mark TREAT YOURSELF, DON’T CHEAT YOURSELF
Goods and Services IC 014. US 002 027 028 050. G & S: Jewelry; Watches. FIRST USE: 20140821. FIRST USE IN COMMERCE: 20140821
IC 018. US 001 002 003 022 041. G & S: Handbags; Hiking bags; Leather bags and wallets; Purses. FIRST USE: 20140821. FIRST USE IN COMMERCE: 20140821
IC 025. US 022 039. G & S: Caps; Hats; Jackets; Jeans; Pants; Shirts; Shoes; Sweat jackets; Sweat pants; Sweat shirts; T-shirts. FIRST USE: 20140821. FIRST USE IN COMMERCE: 20140821
Standard Characters Claimed
Mark Drawing Code (4) STANDARD CHARACTER MARK
Serial Number 86077193
Filing Date September 27, 2013
Current Basis 1A
Original Filing Basis 1B
Published for Opposition February 18, 2014
Registration Number 4717351
Registration Date April 7, 2015
Owner (REGISTRANT) Meads, Russell L. INDIVIDUAL UNITED STATES 3120 2nd Avenue West Williston NORTH DAKOTA 58801
Attorney of Record Robert C. Lukes
Type of Mark TRADEMARK
Register PRINCIPAL
Live/Dead Indicator LIVE

Posted by Barry Popik
New York CityFood/Drink • Thursday, August 13, 2015 • Permalink