Judge, 1912-11-02 · page 2 of 24
Judge — November 2, 1912 — page 2: what you’re looking at
What you’re looking at
This page contains an advertisement titled "Out of Provincialism" promoting a department store's "La Promenade des Toilettes" section. The ad argues that advertising helps elevate women beyond provincial concerns by introducing them to fashionable urban trends—specifically a display modeled after Monte Carlo's Casino gardens. The accompanying illustration shows a woman figure holding what appears to be a torch or promotional banner, surrounded by decorative elements. The ad's argument reflects early 20th-century assumptions that consumer culture and exposure to cosmopolitan European aesthetics would culturally improve women, particularly in smaller American towns. The tone is patronizing by modern standards, positioning fashion consumption as enlightenment and urban sophistication as inherently superior to rural life.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Advertising of Advertising— A Series of Weekly Talks Out of Provincialism Advertising lifts one out of provincialism. Before me, as I write, is an advertisement announcing the fact that one of the big stores is to have’ ‘La Promenade des Toilettes.” An event too near the feminine heart to have its meaning clouded by some French name. A section of the store is laid out to repre- sent the Garden of the Casino at Monte Carlo. Models pass to and fro and move gracefully down little romantic paths skirted by flowers and foliage and by per- golas and Grecian benches. Soft music drifts to you from an unseen orchestra. Delicate lighting effects make the scene most entrancing. Attractive! It's funny to see the number of very busy men who can take a half an hour off for just a glimpse. And the gentle sex . . . well what woman would go back to the days when advertising slumbered, when the advertis- ing of today will help her solve her prob- lems as this event does ? And, what advertising is doing for the woman of the big city in the matter of dress, differs only in kind what it does for women in the smaller places. The great suit houses are filled to over- flowing with choice things that can be ordered most easily through the help of descriptive and illustrated catalogues. Jud $e —————— Vol. LXIII. November 2, 1912. No. 162 =— Copyright 1912, by Leslie-Judge Company. Entered at the Post. at New York as second-class mail matter. Cable address, ““Judgarke Telephone 6632 Madison Square. Published weekly by Leslie-Judge Company, Brunswick Buil 225 Fifth Avenue, New York. cK Bullding, John A. Sleicher, President. Reuben P. Sleicher, Secretary . E. Rollauer, Assistant Treasurer. Grant E. Hamilton Art Director. J. A. Waldron, Editor. CONTENTS Cover Design . Armand both Dessert. + Ray Rohn Editorials : ” The Same Oli Show Where Are the Marchers ? Politics . . . . . John Kendrick Bangs Viewpoint 3 ‘ Donald A. Kahn Letters You Will Never r Receive . . « W.F. Rice Memory . . . W. W. Quinton The Real Thing” . . . . Charles C, Jones Green Farming . . . » Wm, J. Lampton “Good Evening!” . . . Hamilton Pope Galt A Modern Colloquy . . . * J. A. Waldron As to Worry . . . . + Frederick Moxon The Flying Liner : . H. A, Petersen The Modern Woman— ‘Suffrage Snapshots . Ida Husted Harper With Foreign Funmakers Up-to-date Jests by Judge's Humorists. Amusing Stories About Well-known Persons Stories with Smiles Passing the Mustard, etc., etc. SUBSCRIPTION RATES One year, or $2 numbers : = $5.00 Six months, of 26 1. ambers Thirteen weeks ions payable in advance by draft on New York, or by AGENTS — International News Company, ‘Brea don: Brentano's, Avenue de COpera, Paris; i. John Street. Adelphi, London; 56 Rue de la Victoire, Hart Germany. Subscriptions and ad: sx for all the publications of Leslie-Judce Company wil be taken at regular rates y of the above 7 Contributors must include a stamped and self-aidressed envelope with all manuscrict otherwise return of the latter when found vnavailuble cannot be guaranteed. We recent such ma: submitted for publicatio on condition ‘we shall not be held re sponsible for its loss or injury while in B cannot be found at any ni he promptly reported on postal card or by letter. BACK NUMBERS: Present year, 10 cents per copy: 1511, 20 cents ; 1910, 90 cesta ete. pane contents of JucE are protected by copyright in both the United States and Gratt ritain. , Postage free in the United States, its dependencies, and Mexico. To Canadian Pre inces add 50 cents a year for postage: to all foreign countries add $1.00 a year. will be under obligatice Western ADVERTISING OFFice: Marquette Building, Chicago, Il. Leslie-Judge Company, 225 Fifth Avenue, New York will have all the cheery greeting of the Christmas season. It will be filled with beautiful illustrations and intensely inter- esting Christmas reading. There will be plenty of jolly Christmas humor. Send your order in advance so you won't be disap- pointed. Editor of Judge. Ts Christmas Judge is under way. It In answering advertisements please mention JUDGE. It will be a.»preciated. comicbooks.com