Judge, 1917-08-04 · page 27 of 28
Judge — August 4, 1917 — page 27: what you’re looking at
What you’re looking at
This is **not a cartoon but a full-page advertisement** from Judge magazine (August 4, 1917), promoting "Every American's Encyclopedia." The ad employs **patriotic nationalism** as its marketing strategy, reflecting the U.S. entry into World War I (April 1917). Key appeals include: - **"Know America First"** slogan positioning the encyclopedia as patriotic duty - Claims that previous encyclopedias gave "distorted or altogether inadequate views" of American achievements because they were "foreign make" - Positions the product as superior to "European mediocrites" - Uses wartime language: calls non-purchasers "slackers" (a term for draft dodgers) The visual shows a tower of encyclopedia volumes surrounded by discarded books, suggesting American superiority. The underlying message: **buying this American-made encyclopedia is a patriotic act** during wartime. It conflates consumer behavior with national loyalty—a common advertising tactic during WWI, when "Made in America" marketing became intertwined with supporting the war effort against Germany.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
August 4, 1917 ENCYCLOPEDIA MADE IN AMERICA RY AMERICAN SCHOLARS FOR AMERICAN READERS Wisdom is founded upon the knowledge of facts. tally but the systematic absorption of are the indispensable tools of progress. these facts from a source untainted by prejud Facts The importance, therefore, of gett ¢ oF part “Know America First” broad land. Education is fundamen- Accurate Knowledge— It is in response to a very clear demand for a fairer pr and a more comprehensive statement of Ameri and for a broader knowledge of the many great names that Amer TENCYELOSED IEE BY SEVERAL * should be the slogan of every patriot throughout our csentation hievements, a has con of human endeavor, standards and a ery. departme For years the chief sources of our knowledge have been Encyclopedias which, being wholly, or in large part, of foreign make, have given distorted or alto- gether inadequate views 's of American endeavor and achievements, whi ignoring Ameri spheres of modern activity. Recent events have stirred our national pride as never before to a realization of the splendor of our own accomplishments, and of the number of great figures America has contributed to the world’s progress. tributed to the world’s honor-roll in ev that the publishers have issued EVERY which treats al! subjects of special interest t¢ can instead of the European point of view—which gives to the lives of Ame can men and women space usutped in other Encyclopedias by European medioc- rities—zwhich is thoroughly International in Scope, omitting no foreign subject of importance. MERICAN’S Its scope, and the variety and abundance of its informa- tion can be adequately realized only by actual examin the work. But it may be said without exa PEDIN Gs without a fie OUR INTRODUCTORY OFFER places EVERY AMERICAN’S ENCYCLOPEDIA within the means of all who thirst for knowledge nat the demand will cal for the distnbution of thousands of nt present introductory ‘ings in cost of manu- sor unusually md nsive Encyclopedias a small fraction Here is true efficiency with true econamy. DON’T BE A “SLACKER” we yourse your family, Send for and thcreby secure the advantage of arkably low introductory price. if their cost. in the duty you the present re Brings you the entireset. 0 volumes: Each 734s: ONLY ene Seer tens Weave: Eaten Durable Cloth, with Label Stamped in Gold, Catch Words Tages.. 1,000 lilustrations ‘indicated of all Names and Phrases treated inthe text, Latest Statietical and Industrial Facts in conpection ‘with American and Foreiga Cities and Towa A WHOLE, YEAR IN WHICH TO PAY THE LANCE IF DESIRED, elt god somvee today. Money ‘back I not sat —EE as BRUNSWICK SUBSCRII 1116 Brunswick first payment onthe 9. voll = rice, $13.00, at tim Fate of $1.00 ich owing receipt of books, Otherwise T will withia ve tayo natuctions for their return, at your expense, my $1.00 Tobe relund don thele receipt: Address ‘upation.. Bm Kir MADE IN AMERICA EVERY AMERIC/ ENCYCLOPEDIA is the work of a large body of American scholars who have gathered, from the remote past and the imme- diate present, all the interesting facts in connection with ‘every subject of human interest—person, place or thing. It covers information found ia no other Encyclopedia. Its arrangement is so simple that every bit of its vast store of information is in- stantly accessible, Its broad scope and the up-to- dateness ofall its information make it a work of the most particular utility to the professional and the business man, the student and the home circle. In format. and typography it combines features that stamp it with a distinctive individuality, pleasing to the eye and grateful to the hand. Each volume is 75% by 534 inches. ‘The 9 volumes occupy a shelf space of 13% inches. ‘The bold captions and the clear type in which the body of the text is printed are features that, among many others, make RY AMERICAN’S ENCYCLOPEDIA an in- strument of the highest efficiency. FOR AMERICAN READERS The subject matter, treatment and arrangement of EVERY AMERICAN’S - | show clearly that its editors had a keen appreciation of the needs of the modern American man and woman. We Americans are a busy people. We have no time for or patience with the irrelevant. When we consult a work of reference we do so in most cases for a specific fact—not for an elaborate treatise when the fact sought for can be visualized in a few words. The new plan on which EVERY AMERIC. ENCYCLOPEDIA has been constructed enables ¢ its readers the greatest service in the least le time. ‘The old plan or method, which originated over a century ago, and is still followed by publishers of Encyclopedias, makes them. vir- tually a collection of elaborate treatises with all related subjects grouped under one big, general heading, often necessitating on the part of their users much tedious searching for the facts desired. RY AMERICAN’S ENCYCLOPEDIA item of knowledge is as quickly found as a name in a directory. You want information, say, about the Danbury Hatters’ Case. You don’t have to dig it out of some lon; lc under a caption like Important Legal Decisions or History of Capi- tal and Labor. You will find the facts given right under its own name. You want to know about the history of Conscription, or about the Titanic Disa ter, or the Coloradc Case—simply turn to these headings in their alphabetical order and get your information without a moment’s loss of time. Could fact finding be made easier? Could a greater incentive be otfered for self-education, which is the only real education? LATER BY SEVERAL YEARS THAN THE BiGGEST AND MOST EXPENSIVE ENCYCLOPEDIAS ts have moved so fast in the past few years that the neyclopedias in most instances are now hopelessly out of date. | Since their day a great world war drawn into its vortex the most powerful nati Developments of the most reaching importan in scientific dise« ave SprUns UP a 4 the center of the stage with intense cal_invention. ew in purpose, new in me e newest things while not neglecting the comicbooks.com