Judge, 1900-03-24 · page 11 of 16
Judge — March 24, 1900 — page 11: what you’re looking at
What you’re looking at
This is **not a political cartoon but a product advertisement** disguised as editorial endorsement. It appears in *Judge*, a satirical magazine, likely making ironic commentary on advertising itself. The page features eight prominent New York barbers providing testimonials for Williams' Shaving Soap, each with a portrait photograph and signed endorsement. The repeated claim—"THE ONLY REAL SHAVING SOAP"—is emphasized throughout. The satire likely targets **late-19th/early-20th-century advertising practices**: the use of celebrity endorsements, exaggerated product claims, and manufactured grassroots testimonials to create the illusion of universal professional consensus. By having *so many* barbers independently declare Williams' soap "the only" genuine option, *Judge* is ironically exposing how advertising manufactures credibility through accumulation of identical praise rather than genuine product differentiation. The page demonstrates how advertising co-opted professional authority and peer pressure as marketing tools.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Williams’ Shaving Soap A Few of the Many Prominent New York Barbers who use it and “THE ONLY REAL SHAVING SOAP.” President Master Barbers’ Association, 125 East and St., Greater New York. I recommend Williams’ Shaving Soap to all barbers as the best, cheapest and safest touse. Thavetried ail other kinds, but they won't go, My workmen complain that they dry on the face, and break up in the cup, and naturally customers blame the barber for poor work when the soap ts the cause of walt % JACOB SCHMITT, Imperial Hotel. T have used Williams’ Soap for years. A while ago I was persuaded to try another kind, “My troubles began with the first box Customers complained of the drawing and smarting of the face — my men complained it drying quickly, and that they could not ive a satisfactory shave with This is my experie: nd a costly one. i ing shaving soaps said to be "as good as ims’, but cheaper." Will stick to the one ©. W. KRAUSE, Plaza Hotel. T have found that all barbers whom I have known in my thirty years' experience have candidly admitted Williams’ Shaving Soap was the best, although not always using it simply because they could buy other soap: for leas money. It ls poor economy to use an inferior shaving soap. Such soaps wear away quickly, dry quickly on the face, and do not give satistaction to the barber or his trons. No other soap approaches Wil- ms" Shaving Soap. AUGUST RUHE, Gilsey House. Thave used your shaving soap for twenty years and after trying all kinds, I consider ‘Williams’ the “only” shaving soap for a firstclass barber to use. "Customers want ‘and ask for WILLIAMS. CHAS, BENDER, Hoffman Rouse. Thave tried about all shaving soaps made inthis country, but always. come hack to Williams Soap)’ My workmen can do better work with It; my. customers are. better pleased with it, and T always feel safe when og it, 1 take pleasure in endorsing Wil: ‘me: Shaving Soap as the best for barbers: T have been using Williams’ Shaving Soap for thirty years. My trade knows what good soap is at have customers from the leading clubs.in New York, and I find it won't do to experiment with shaving soaps. T endorse yours, and advise all barbers to use it. It is the safest and best, as well as the cheapest. endorse it as JOUN PRTT, Murray Hill Hotel, 1am using Williams’ Shaving Soap, and have been for the past fifteen years. Others claim they have" as good a soapas Williams* for less money,” but when put toa test they are wanting, Equitable Life Bldg, 1 endorse your “Old Reliable” Barbers’ Rar Soap as the best of all. Itis certainly @ great soap—the lather, rich and creamy, moistens the beard quickly, does not dry oa the face and cause complaint as others do, Hereafter we use Williams’ and only Wil: liams’, and can safely recommend it to all barbers, if they wanta perfect shaving soap. Tam using and have used Williams’ Shaving Soap for the past 45 years, and consider it the best shaving soap I ever used, JOHN SCHREIBER. Fifth Ave. Hotel 1 use your soap, and only yours. I have tried other kinds, but found they would dry on the face quickly, and did not make a rich, creamy lather like Williams’, Williams’ is the “only” shaving soap for barbers’ use. JOSEPH PFEIFFER, Brevoort House, Tam using Willlams' Soap, and for the good of the service 1 hope that all barbers will use it, as there is only one soap, after all. and that is Williams’ Shaving Soap, the best and cheapest in end. After having used your shaving soap since 1868 T take great pleasure in testifying to its efficiency.” My workmen all speak Yery highly of it, and prefer it to any other. LOUIS HERDT. Standard Oil Building, 28 Broadway. Lam using your famous Barbers’ Bar Soap, and endorse it as the best. All the others Ihave tried dry quickly on the face, CHAS. F. WAGNER, Savoy Hotel Barber Shop. I use your famous Williams’ Shaving Soap, and indorse it to be the best shaving soap Tever used. Customers and workmen are pleased with it 1 use Williams’ Shaving Soap altogether, and find it the on! soap that gives entire satisfaction to myself and my customers, f. W. WIDMAN! Hotel Grenoble, Jean not begin to say enough in. praise of Williams’ Shavin; Soap. I have tried ail other kinds, claimed to be as good ant cheaper. Williams’ Soap is cheap enough, considering the amount of work one gets from a box of it, and the satisfaction given customers. I consider it America's Greatest Shaving Soap. GABRIEL, MARINO, Grand Hotel. Tam happy to say 1am using Williams’ Shaving Soap. I find other kinds dry on the face. y the time ove side is shaved, the other side must be relathered, and that won't do for a shaving soap. Williams’ Soap is certainly the cheapest in the end. J. KOENIG, Park Ave, Hotel, New York. Congress Hall Hotel, Saratoga Springs, Barbers who best consider their own interests, and the SAFETY and COMFORT of their customers, use WILLIAMS’ SHAVING SOAP. DOES: YOURS ? comicbooks.com