Judge, 1903-12-05 · page 11 of 16
Judge — December 5, 1903 — page 11: what you’re looking at
What you’re looking at
This is primarily a **full-page advertisement**, not political satire. It's a mail-order jewelry advertisement from Loftis Bros. & Co. in Chicago, promoting diamond purchases on an installment plan ($50 total, $5 monthly). The decorative border features **ornamental snakes and classical designs**—typical of early 20th-century advertising aesthetics. The central photograph displays various diamond pieces and settings. **The sales pitch targets middle-class consumers** by emphasizing: - Affordability through credit ($5/month) - Trust (references to banks, established 1858) - A "Loftis System" allowing minimal down payment - A satisfaction guarantee and buyback clause **The satire (if any)** is subtle: the ad appears in *Judge*, a humor magazine, suggesting readers would find irony in aggressive credit sales tactics and promises of "great Christmas" gifts requiring monthly payments—a gentle critique of consumer culture and debt-driven holiday spending. However, the page functions primarily as a straightforward commercial pitch to the magazine's affluent readership.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
DIAMONDS — i ON CREDIT YOUR CHOICE OF ABOVE PIECES FOR $50. AT $5. MONTHLY END Ten Dollars for either of the abuve beautiful pieces, or if you prefer, make a selection and it will be sent C. O. D. $10.00, with all charges paid. The balance ($40.00) you can send to us at the rate of Five dollars per month. If your selection fails in any feature to meet your anticipations, send it back and your money will be refunded at once. Our Catalogue shows hundreds of other pieces at this price, and thousands at prices ranging from $10.00 to $1000,00—we send it free, please write for a copy today. Under the LOFTIS SYSTEM, a very little money will make a great Christmas, for only one-fifth of the price of any article need be paid when it isdelivered to you. We & sell only genuine Diamonds of superior quality in solid gold, hand-made mountings. If you do not find Just what you want illustrated above, send for our Catalogue and make a selection and it will be sent at once on approval. How it is Done: S's suives crambe tascaretlly We are the Largest House iye'sce also eve of ts friends if you like. Ifie meets ‘expectations in every way, oltest. Est. 1858. We refer toany bank in America—ask your local sPtak pce and heck The biases you ay eed fovarncghe Commercial Agency books and tl you thatee sand very high, qual onthly payments © you may send fous in eg Ar that our representations may be accepted without question. ¥y ven with every Dia- If You Decide Not to Buy s>esromtsarece Our Guarantee Certificate "<3," the Wades Whether yo by of ac we ay al nbn septa age. ge Eee eed cena ce fy pat You assume no obligation or risk whatever unless you decile most liberal ever devised, for tobuy. Blamond bought of wx and get the fll . it can make mas of ote thd x With Ten Dollars 5 azine bmn aay the 2} balance in eight equal monthly payments. Instead of making hed cheap, trifling gift to the ‘one, why not use the LOFTIS scteristic of our house. ig | ‘ to return all that they pay fora Diamond lesa ten percent at any a refs tie within one year. ‘Thus, one might wear ay dollar Thamond Err grtand nad every dey bring mame for a" whale year, then wend h back and get $450m aKing Renerosit in making your Christmas plans. cont of wearing the Diamond lesathan ten cents per week. Smaller e with us is a confidential matter. them to make sales ona ten percent ‘The A Charge Account Fhe argos rerun rein Fermore favor une an rhe presen oc Pang Disc. or dnagreeable delaye—ev Lpeompes Prices are advancing steaaly ami a prot of 33 of 20 percen Fouranteedo be exdalechory r wails a year ooome'ascared?” sae (LOFTIS BROS. & CO., Diamonds—Watches—Jewelry Dept. P-40, 92 to 98 State Street, Chicago, Tl. WRITE TODAY FOR CATALOGUE comicbooks.com