Judge, 1905-11-25 · page 11 of 16
Judge — November 25, 1905 — page 11: what you’re looking at
What you’re looking at
This is primarily a **jewelry advertisement**, not political satire. The illustration depicts a woman showing Santa Claus and a child a diamond, promoting Loftis Bros' installment credit system for Christmas gifts. The "satire" is gentle marketing messaging: the headline "Love is the Real Santa Claus" frames diamond purchases as expressions of affection rather than material excess. The ad addresses a practical concern for early-1900s consumers—most people couldn't afford luxury gifts outright. The "Loftis System" allowed customers to buy diamonds with small down payments (five or ten dollars) and monthly installments, making expensive presents accessible to middle-class families. The copy emphasizes trustworthiness and established reputation (claiming to be "the largest and oldest established Jewelry House"), notes the company won gold medals at the St. Louis World's Fair, and promises no publicity or security requirements—just "confidence and convenience." This reflects pre-modern consumer credit marketing: positioning installment buying as respectable and honorable rather than risky debt.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
LOVE IS THE REAL SANTA CLAUS It is our love for our dear ones that makes Christmas a truly Happy Season, and that : brings to one and all the joys of a Christmas remembrance. The Loftis System at Christmas Time Is a great and Timely Convenience to thousands, as it enables persons in all circumstances to make beautiful and appropriate Christ- mas Gifts. Everyone at Christmas time is anxious to give their loved ones handsome Christmas Presents, but it is not always con- venient. THE LOFTIS SYSTEM of Credit MEANS CONVENIENCE. That Is the only way in which it differs from a cash transaction. ‘There Is no delay, no security, no publicity. It simply means a matter of confidence and convenience to honorable people. a 8 ' You Are Welcome to Credit zuite.rrerst maternal ta aity san, at desis matte tT resent because you can only sparea few Dollars just now. | With five or ten Dollars for e frst payment you can give a beauilful Diamond which will last forever, en- ‘noe in Value and continually bring pleasant thoughts of the giver's generosity. Write Today for our Beautiful Christmas Catalogue. Our Handsome Christmas Catalogue !sresviestent with thousands of beautiful Jewelry suerestions for Xmax Gis. Diamond Rings, rooches and Earrings, Chatelaine Watcbes, Silverware, to.,for Wite, Sweetheart, Sister or Mother. Sparkling Diamond Studs, Scart Pins and Cuff Buttons, Watches, Match Safes, Fobs, etc., for Husband, Pather or Brother, With its aid you ean select in the veivacy of your own howe, suitable Gifts for all, both old and young. May wo bot have the pleasure of sonding you s copy? Wi Ta competition with the eat ire world (both the United States and foreign countries) at the St. Louls World's True Merit Wins! Pi romngsics tress’ Mecucds ond feces noe tae Gold Meanie he Righent nisarde Wo strasget exact ment of THE LOFTIS SYSTEM could be given. Write for our Handsome Christmas Catalogue. Write Today. ‘Tals together with the fact that wo aro the largest and oldest established Jewelry House in tho United Statea, and that wo refer y9a to any able anrwnere or any commercial agency aa to our rulability and standing abosid (eres you in our iberal fer to.aond you our fiandso Curistmas Catcloguo and to extend to you our most liberal terms as an, Hs ne to you in makiog Christmas a truly Happy season. ‘Let us suggest that you do your Christmas SI ing mow, conveniently Do Your Christmas Shopping Now. pier es eee ore aneane ae Troee ots Hanae some Catalogue the articles you desire and we will send them to you for examination and ap; . If satistrotory retain them, paying ‘one-fifth the cost and the balance in eight equal monthly payments, if not return to us. ro take all risks and pay all express charges. (Now is the time to seoure the choice selections and have ample time to inspect the goods. Write Today for our Christmas Ca! All orders filled promptly. Write Today for our Handsome Christmas Catalogue. ‘There is no better investment than a Diamond, they have increased In value more than twenty per cent during the past twelve months and Diamond experts predict an even greater increase during the coming year. Write Today for our Handsome Christmas Catalogue. Write Today. OFTIS DIAMOND CUTTERS WATCHMAKERS, JEWELERS DEPARTMENT M40, 92 STATE STREET BROS & €0.1858 CHICAGO, ILLINOIS, U.S. A. comicbooks.com