Judge, 1915-10-16 · page 27 of 28
Judge — October 16, 1915 — page 27: what you’re looking at
What you’re looking at
This is a **product advertisement** disguised as educational content, promoting "The Library of the World's Greatest Scientists"—a book set featuring Darwin, Spencer, Huxley, Tyndall, and Lombroso. The satire targets **social pretension**: the ad exploits Victorian anxieties about respectability by suggesting that owning these particular books signals intellectual sophistication and good character. The opening quote—"Show me a man's books and I'll tell you what he is"—implies that bookshelves function as status symbols that socially ambitious people use to impress visitors. The five portraits represent late 19th-century scientific authorities. However, the inclusion of **Lombroso** (an Italian criminologist known for pseudoscientific theories linking crime to heredity and physical characteristics) reveals the ad's irony: these weren't uniformly respected thinkers even then. The advertisement cynically exploits **evolutionary theory and social Darwinism**—popular but controversial ideas—to legitimize the set as "revolutionary." By framing book ownership as character-building, the ad satirizes how consumers manufacture respectability through consumption rather than genuine intellectual engagement.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
What Sort of Character Are You Creating for Yourself? A man’s character may be told by the company he keeps. You, of course, do not need help in choosing your friends—but—are you establishing a g mental character with these friends by associating with the best minds? When social and bu ess acquaintances scan the contents of your bookshelves—what impression do they receive ? “Show me a man’s books and I'll tell you what he is,” once declared one of our big captains of industry. The Library of the World’s Greatest Scientists’ DARWIN SPENCER HUXLEY—TYNDALL LOMBROSO Gives the same air of distinction and discriminating taste to the home as would a valuable painting by a world-famous artist, or a choice piece of furniture by Chippendale, Sheraton, Heppelwhite, or the other great eighteenth-century craftsmen. Titles of These Wonderful Volumes THE ORIGIN OF SPECIES: SURVIVAL OF THE FITTEST, ETC. By CHARLES DARWIN THE ORIGIN OF SPECIES: AFFINITIES OF ORGANIC BEINGS, ETc. By CHARLES DARWIN EXPRESSION OF THE EMOTIONS IN MEN AND ANIMALS. By CHARLES DARWIN (MANY INTERESTING ILLUSTRATIONS) Vol. IV. THE FEMALE OFFENDER: THE CRIMINAL TYPE IN WOMEN, THE SOCIAL EVIL, ETC. By PROF. CAESAR LOMBROSO (PROFUSELY ILLUSTRATED) MAN'S PLACE IN NATURE By THOMAS H. HUXLEY (ILLUSTRATED) SOCIAL STATICS OR ORDER By HERBERT SPENCER Vel. VII. FRAGMENTS OF SCIENCE AND LES- SONS IN ELECTRICITY By JOHN TYNDALL ULLUSTRATED) Vol. 1. Vol. V. Vol. VI. Prof. Prancis B. Crocker. ¢an Institute of Electrical Yery interesting introduction ia Blectricity"’ in which he sketches the his Science of electricity and magnetism, anc jevelopment Of their practical application. from the st recorded dates of their discovery down to the present day. st President of the Ameri- Books That Startled the World And Agitated Society with a Revolutionary Ferment These great scientists studied life from every angle. They will help you solve its problems. They will open your eyes to an understanding of its mysteries—lo am Gppreciation of its potentialities. No other books are so replete with ideas that can, be turned to practical advantage by the unscientific reader. You will want to read them not once, but often. and each time you will find fresh entertainment and discover new food for thought. The story told in The Origin of Species is as wonderful as any tale of oriental enchaniment. This book revolution- ized modern thought. Where formerly there was chaos speculation and theory. it substituted a revelation of Nature's immutable laws. We are seeing the results of the application of these laws in the physical and mental improvement of the human race. ‘Their application to economic problems has already added untold millions to the wealth of nations. Prof. Lombroso’s Book on Criminology As an illustration of the wide scope of this set, there is the volume on The Pemale Offender, by Prof. Lombroso. No more startling revelations can be found anywhere than those contained in the picture he draws of one aspect of the underworld in this book. The Social Evil is as old as creation. We find references to it in the records of the earliest civilizations. The descendants of Jezebel and Messalina are to be found in every stratum of society. The lair of “The Scarlet Woman" is located in almost every community. No study of Sociology therefore is complete that does not take into account her malign influence. and the correct measures necessary to combat that influence. Prof. Lombroso’s work made an epoch in criminology because of the wide scope and systematic character of his researches. Less Than Half Price—Before Publication The yolumes are now on the press—the FIRST COPIES will be ready in a FEW DAYS. Mail the coupon NOW—in advance of publication. Only by so doing can you get this concession in price— lutely unprecedented for books of this if this MAIL COUPON TO-DAY By assuming all the risk and expense in the manufacturing, ‘been able Very favorable contract wit ton & Co., the publishers of these celebrated Pfunktrom their newest plates the works aed Greacest. Sclentirts, RSeaitions in the publieht alg made It possible to'secure very tow figures snd binding oa large Orders that will Keep the plants steadily at work. Hut ealy fa ease book-buyers respond quickly can we eave enough on the tmanutacturing to warrant so great @ reduction in price--eaual toabout 60°. aa Notwithstanding « issued in a style superior to that in which they have ever appeared before—a rich dork-green silk ribbed cloth, gold- Paneied backs, git tops and silk head-bande. The sive of the Volumes is inches by's' inches. Orders will be filled in order Of receipt." All delivery charges fully prepaid, Money back if not as represented. BUT YOU MUST SEND COUPON NOW. of Darwin, Spencer, prised in The Libr ATTACH COUPON AND $1.00 TO YOUR LETTERHEAD Brunewich Subcripion Ca, 449 Bronewick Bldg, New York Cy So-t Enclosed is $1.09, first payment on the 7-volume set of The World's Greatest Scientists, to be shipped. charges a ‘as published. I agree, to remit $1.00 a month for ei following receipt of books, of to retura them at once represented, you to relund my 51.00. comicbooks.com