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Judge, 1912-05-11 · page 22 of 26

Judge — May 11, 1912 — page 22: what you’re looking at

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Judge — May 11, 1912 — page 22: Judge, 1912-05-11

What you’re looking at

This satirical piece mocks American advertising's omnipresence and aggressive marketing tactics. A wealthy newspaper publisher's family purchases what they believe is a royal French antique bed while vacationing abroad. Upon unpacking, a furniture maker discovers a manufacturer's trade-mark stamped on the underside—revealing it's actually a mass-produced American bed, not a European luxury item. The satire targets two things: (1) consumers' snobbish desire for imported "prestige" goods and (2) American advertisers' relentless branding of products, even on hidden surfaces. The irony is that superior American manufacturing—represented by "a well known American advertiser"—undercuts the very European pretension the buyers sought. It's commentary on how advertising has become inescapable and how brand-consciousness shapes consumer desires, even when purchasing supposedly authentic antiques.

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

The Whittier Inn Sea Gate—New York Harbor An Ideal Hotel Home for Summer—Open from May to November The Inn is situated in a private park maintained by the local cot- tage community. Rooms with private bath and porch. Rooms are available in nearby cottages to those who prefer them, service and privileges of the Inn being the same. A clean broad beach with ample bathing facilities. Tennis, base- ball, rowing and sailing. Private boat service to and from New York City. Also frequent train service to Brooklyn. Telephone Garage | A Delightful Place—Just 45 Minutes by Private Boat from New York Rates and Booklet Upon Application |they spied a se A Noted Doctor Says: | Everyone should use some little antiseptic powder in the shoes. Confining the feet in shoes, is in. itself unnatural and causes a moist or smarting condition. | People of refinement now use daily, Allen’s Foot- | Ease, the antiseptic powder to be shaken into the shoes, and would as coon go without a dentifrice as without the use of Allen's Foot-Ease. NENRY LINDENMEYR & SONS PAPER WAREHOUSE Nos. 82, 34 and 36 Bleecker Street Branch Warehouse, 20 Beekman Street, New York ALL KINDS OF PAPER MADE TO ORDER One Block from New Pennsylvania Station Hotel Imperial On Broadway Thirty-first to jor maker of the bed. of quality. Thirty-second The ideal place to lunch or dine. Where excellence of cuisine pre- vails, where service of the finest is efficient, yet unobtrusive. Amidst luxurious surroundings, en- tertained with music by an unexcelled orchestra. Luncheon, Dinner, or an After-Theatre Supper—in the Palm Garden, or Cafe is a distinct treat. Convenient to theatres, new shop- ping district, and all lines of trans- || portation. Popular Prices. ROBERT STAFFORD 0004, xp townsend Proprietor Manager Booklet will be mailed on request In answering advertisements please mention |the millionaire class. bed. | that | was—oh, it is cruel to tell it—the trade-mark Picture Offer—An attractive picture, suitable for framing. | home. You are to supply a blank form and send mea | picture suitable for framing. Advertising of Advertising—A Series of Weekly Talks—No. 17. A Tell-tale Trade-mark The publisher of one of the ten greatest took his family newspapers in this country Jabroad one Summer, soon after they reached The shops were perfectly fascinating to them. They reveled in antiques. Just as they were about to start for home, newhat worn, but very elegant | It was simple and graceful—French in | every line. It was not represented as an antique, but were sure So their fancy had full sway. They it must have belonged to royalty. they bought it, and over it came. When it was unpacked, it was somewhat | damaged. A local cabinet maker was engaged | to repair it. Once in the cabinet maker's shop, he too found it hard to pass without an admiring glance. When he thought of its history— well, do we not al! have our weaknesses? Royalty ! He set to work and what do you suppose happened? He thought it over many times. There, on the under side of the foot- | board, as plain as the nose on your face, was—| a well known American advertiser—the | It was truly a symbol Mita bene | sent, postage paid. to each person who furnishes the tion called for in the coupon. ALLAN C. HOFFMAN, Advert sing Director, LESLIEJUDGE COMPANY, #25 Fifth Avenue, New York, Twill give you a list of advertised goods used daily in my NOMe...ccrrcccorsscces socceeseccoesescoooes Seeerrerrerreereetry | Address Literary Hash. A Contemporary Review of Current Literature brings forth many Items of Interest. According to Newspaperdom, the tendency of the Smart Set to engage in Recreation for the sake of Health has made Outdoor Life Popular Everywhere. Perhaps the Publicity attending the Judicious Advertising of the Modern Methods used in Physical Training has resulted in an Education of the Public to such an extent that the System of Physical Culture now in Vogue will be- come a permanent fixture. In the present Concrete Age, Good Health is essential to Success, and the Unity of Mind and Body should be ree- ognized and be given equal care and consideration. If the Educational Foundations of Health Culture were instilled in the Lit- tle Folks in both School and Home, the future World's Work of the Young Man or Young Woman would without doubt yield Better Fruit, and the Onward march of the Mind toward Truth and Knowledge be supported by the combined Power of Health and Strength. Arthur Lin. The Happy Oyster. The oyster out there in the bay Lives his good life in a simple way. No cause to swear, no need to pray; No grocers’ bills he has to pay, Yet gets his rations every day. From worries gross his soul is free; His life a blissful dream must be, Down there beneath the summer sea. Oh, it is very plain to me, Things come his way quite easily. "Tis beautiful and sounds quite good, But who'd be an oyster if he could? Libel Augusta Coot Billy's Notion. “Papa,” began little Billy, ‘if they should want to cut out my ap—ap'’—— “Cut out your appetite?”’ surprisedly ejaculated his sire. ‘‘What are you talking about?" “*Not my appetite; my ap—appendix. The doctors would have an awful time finding it, I guess. I don’t know where " it is myself! His Changed Fortune. “Wow! There went Smithkins in his new six. When I knew him a few years ago, he had a junk shop."’ “He still has. Only he moved it toa fashionable street, kept the same stock, and labeled it “Antiques. aa FO! oF BRAINS AGARS “MADE AT KEY WEST JUDGE. It will be appreciated. comicbooks.com