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Judge, 1912-04-20 · page 22 of 24

Judge — April 20, 1912 — page 22: what you’re looking at

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Judge — April 20, 1912 — page 22: Judge, 1912-04-20

What you’re looking at

This page is primarily **advertising** with one notable article about trademark recognition. The main editorial content is "Advertising—A Series of Talks, No. 14," which argues that **trade marks ensure product quality and consumer confidence**. The piece uses everyday examples (rubber heels, kitchen goods, collars, cravats) to show how branded merchandise influences purchasing decisions. This reflects early 20th-century advertising philosophy: widely advertised trade-marked goods are "dependable." The "Brief Decisions" column presents a minor historical debate: the **punctuation of John Paul Jones's famous declaration at the Battle of Flamborough Head** (1779). The controversy centers whether "Surrender?" should end with an exclamation point or question mark—a light satire on how historians obsess over trivial details while missing the larger point: Jones fought effectively regardless of his exact words. The advertisements (Underwood duplicators, Bouvier Buchu Gin, Club Cocktails) represent typical Judge-era marketing, emphasizing quality and brand loyalty during Prohibition-era America.

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Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.

$35.00 The Recent Decision of the Supreme Court! allowing a Duplicator manufacturet to force the purchaser of his machine ‘to buy . lok, stencils, ete , only from him, does pot affect the per- ‘sonal rights of purchasers of the UNDERW Sssticant Duplicator Advertising ot Advertising —A Series ot Talks — No. 14. The Dependable Guide | rh Co., Inc. New York he Branrbes ta all Prinetpal Cites Bouvier BUCHU GIN BEST BEVERAC , TONIC A delightful DRINK; an excellent TONIC for the KIDNEYS and BLADDER. Ask for it anywhere Nauors are rold. The aging of a cocktail is as necessary to perfect flavor as the aging of wine or whisky. The delicious flavor and aroma of Club Cocktails is due not alone to the precise blending of the choicest liquors obtainable, but to the fact that they are softened to mellowness by aging before bottling. Manhattan, Martini and other standard blends, bottled, ready to serve through cracked ice. Refuse Substitutes. AT ALL LEeALERS. G. F. HEUBLEIN & BRO., Sole Preps. Hartford New York HIS IS a day when thumb prints are | used to identify persons. | Theretore, it is not surprising that we} ear a great deal about the necessity of using | trade marks to distir sh between products | that may look as much alike as twins. {Unless you know, and, know you) | know, one trade mark from another, | you cannot buy with confidence. that you are getting what you ask for. You must not only know the trade mark, but | you must know the color, size and form of] the package. How much more satisfaction you have when | you are guided by these marks of genuine- ness! They are like the unmistakable features of a friend. | :Consciously or unconsciously, we are all in-| fluenced by the symbol of merchandise that | stands out in advertising, as the one most fit-| ting to us. just a hat and we know. | Thus we come to choose betwe: the advertised, trade-marked | Thus we choose between any old collar and the trade-marked collar. | Thus we come to wear a particular cravat and not the nondescript kind. | So it is throughout our apparel. And women, with their fine sense of loyalty, are not less discriminating. | Turn where we will, we feel the influence of the trade mark. As we go home, we are reminded to step na certain rubber heel. In our home we find | tho pantry shelves lined with trade-marked goodies. Near the stove are tmde-marked pots and pans. abinet, itself trade-marked, are In the kitchen articles, seemingly without other trade-marked number. Why? Because we know that widely advertised | trade-marked articles are dependable. | lita gfiuaee Picture Offer pietu framing, will be re paid furnishes the information ca ALLAN © HOFFMAN Advertising Director ESLIF JUDE SIN Avenue, COMPANY, New York rtised goods used supply a blank form itable for framing. Twill give you a list daily in my home. Y« | and send me a picture Name | Address ‘J. Apeil 20 Brief Decisions, Acts vs. Epigrams. THERE is now on a controversy about the punctuation of the inscription designed for the monument to be erected to John Paul Jones at Washington. Ac. cording to historians, when he was called upon by the commander of the Serapis to surrender, John Paul answered, “Sur. render? I have just begun to fight!” Some authorities insist that there shoul be an exclamation point after the sord “*Surrender,’’ while others stick for 4 question mark, and still others assert that he did not use these words Whether he did or not, he made good, It is said that Ethan Allen did not de mand the surrender of Ticonderoga in “the name of the great Jehovah and the Continental Congress.’’ He took “Old Ti,’’ however. Lawrence, we are now told, did not say, ‘‘Don’t give up the ship, boy: But he said something like that and the boys held the ship Doubtless the utterances of some great men upon momentous occasions have been made high-sounding or epigram- matic by historians for dramatic effect. John Paul Jones may have put one or two profane words into his epigram, bat they would not look well on a monument to the man who did not surrender, bat who captured his enemy's ship while his own sank under the waves of old ocean. Watching the Clock. A New Haven paper, in an obituary notice of a respected and successful citi- zen of that city, tells that, in his earlier and struggling days, ‘ worked with out watching the clock.’’ Such me are of the sterling sort. They found families and build up and keep strong citi States, and nations. Whether one works without watching the clock just because he takes real interest i= his work makes some difference, prob ably, in the long run, The industriog and ambitious job holder is apt to be thrifty and to save his money; whereas the man who works because his work in terests him is not so likely to become rich, but he will probably get more sat- isfaction out of life, and that counts for much taken off the harness and can give his time to reminit cences. Moreover, those who work wit out watching the clock find that th hours of toil pass as.on wings, while ® the clock watchers time appears to hare feet of lead. to one who has Both Taft and Teddy should put more oil in their salad In answering advertisements please mention JUDGE. I will be appreciated. comicbooks.com