Judge — September 7, 1901 — page 2: what you’re looking at

What you’re looking at

# Hawes Hat Company Advertisement This page is **primarily advertising**, not political satire. It promotes Hawes brand hats ($3.00, guaranteed) sold in New York and Boston locations. The ads emphasize direct factory-to-consumer sales, positioning this as economical—customers "save two dollars" versus retail markup. The repeated messaging about "particular care for particular men" targets male consumers concerned with quality and value. The illustrations show hatmaking processes and finished products (Alpines and Derbies). The testimonial claims that satisfied customers (over 300,000 mentioned) prove the hat's reliability. This represents early 20th-century **direct marketing strategy**: bypassing middlemen to offer cheaper goods while building brand loyalty through claims of superior craftsmanship. The "Judge" placement suggests targeting the magazine's relatively affluent male readership.