Judge, 1912-12-28 · page 24 of 25
Judge — December 28, 1912 — page 24: what you’re looking at
What you’re looking at
This is not satire but a **product advertisement** disguised as romantic narrative fiction. The "story" presents a marriage success tale: a woman claims coffee's caffeine ruined her health, making her "thin, sallow and nervous," unfit for marriage. Switching to Postum (a caffeine-free coffee substitute) allegedly restored her digestion, composure, and attractiveness, enabling her to win "Jack" as a husband. The advertisement exploits early-20th-century health anxieties about caffeine's effects on nerves and digestion—genuine medical concerns of the era. By framing the product within an intimate personal narrative rather than direct claims, it appeals emotionally to readers, particularly women worried about marriageability and health. The tagline "There's a Reason" was Postum's actual marketing slogan, suggesting scientific backing without specifics. The offer of a sample tin targets consumer conversion.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
THREE FRIENDS \. Marie, Postum and Jack (A story of fetion bristling with facts) “Yes, Postum is one of our best friends, because it made our marriage possible. “ When we first met, you remember, I rather a sorry specimen. “ Thin, sallow and so nervous and irritable that | must have been an unpleasant nuisance to everyone. “ Then came the knowledge that coffee had broken down my nervous system and was slowly killing m “Within a week after the change to Postum I began to digest my food bécause the old poison — caffeine, in coffee — was withdrawn and ‘my whole nervous system began to rebuild, and I grew round and comfortable. Asa nervous wreck I could never hope to win you for a husband, Jack. But now all is changed and we are happy and healthy. Nowadays Postum comes in powdered form — called _ INSTANT POSTUM A teaspoonful stirred in hot water makes a perfect cup instantly. Send .@rSears name and 2c stamp for postage, for 5-cup Sample Tin. “ There’s a Reason’”’ Postum Cereal Company, Limited, Canadian Postum Cereal Co, Lid, Bate Creck, Mick. U.S. A. ‘Windsor, Ontario, Canada