old Marvel comics where somebody says something like "gasp - it's [superhero]!" and the superhero responds by saying something like "were you expecting [random famous person]?"

1. Hubert Humphrey

https://www.spidermancrawlspace.com/wp-content/uploads/2019/03/amazing-spider-man-46.jpg

I always found these enjoyably baffling as an English kid in the 1990s who had no idea who 90% of these people being name-checked were. Did any other writers continue doing this stuff after Stan Lee stopped scripting the books?

2. Smokey the Bear

https://i.imgur.com/jqUji1u.png

3. Soupy Sales

http://www.hembeck.com/Images/FredSez2007/FurySoupy142.jpg

http://www.hembeck.com/Images/FredSez2007/FurySoupy144.jpg

Stan never 'scripted the books'. There were no scripts. But yes, other dialogue writers continued with the Stanisms well into the 1970s - Roy Thomas, Gerry Conway, Len Wein, Marv Wolfman et al. Spider-Man an especially fertile ground for this kind of stuff.

I'm curious where this formula comes from in the first place. I think of it as a Bugs Bunny kind of thing, which makes me think it's probably a Marx Brothers or vaudeville standard. Lower East Side wiseass lingo?

there's a similar thing in lots of the old Fantastic Four comics where the Thing says something like "probably mistook me for [contemporary leading man known for his good looks]!"

or "you're/I'm a regular [famous person]!"

All I know about Soupy Sales is his sons were half of Tin Machine.

all i know about soupy sales is that he's not spider-man.

That's the second thing I know about Soupy Sales.

that's what he wants you to believe

Soupy Sales was great, and also in the vaudeville tradition