Judge, 1909-07-17 · page 11 of 16
Judge — July 17, 1909 — page 11: what you’re looking at
What you’re looking at
This is a **full-page advertisement**, not satire. The Prudential Insurance Company announces voluntary cost reductions for industrial (working-class) life insurance policies. **Key claims:** - Increased benefits averaging over 10% without premium increases - Over $20 million in extra life insurance added since 1907 - Positioned as unprecedented consumer benefit **Visual element:** The circular image shows the Rock of Gibraltar with the company's slogan "The Strength of Gibraltar"—a common advertising metaphor suggesting stability and permanence. **Context for modern readers:** This represents early-20th-century industrial insurance marketing to working people, highlighting competitive advantages during an era of expanding insurance markets. The "Gibraltar" imagery was widely used by insurance companies to project trustworthiness and durability to consumers unfamiliar with corporate stability. The advertisement emphasizes voluntary corporate generosity rather than regulatory requirement, reflecting the pre-Depression era's lighter insurance regulation.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Cost of Industrial Insurance Further Reduced Voluntarily The Prudential Industrial policies now being issued have In- creased Benefits, averaging over 10% and will Give Many Millions of Dollars of Life Insurance more than the old rates would have provided. Over 20 Million Dollars Extra Life Insurance has also been added voluntarily to Industrial Policies issued since January Ist, 1907, and in force July Ist, 1909, with no increase in Premiums. This is the Greatest Benefit to Policyholders Ever Granted by The Prudential, Giving More Life Insurance for the Money than any similar Policy Ever Before Issued. You want the Best in Life Insurance at the Lowest Cost. gs Write to The Prudential for it. State Age. Address Department 105. PRUDEN Sg aMas THE ; STRENGTH OF GIBRALTAR | e eg ige The Prudential EF LT 7 INSURANCE COMPANY OF AMERICA. Incorporated as « Stock Company by the State of New Jersey. JOHN F. DRYDEN, President. Home Office, NEWARK, N. J.