Judge, 1917-10-13 · page 27 of 28
Judge — October 13, 1917 — page 27: what you’re looking at
What you’re looking at
This is primarily **advertising, not satire**—a full-page promotion for Lachnite, a synthetic diamond substitute made by the Harold Lachman Co. The ad's appeal centers on a **challenge to the consumer**: the company will loan you a Lachnite gem for 10 days free. If you can distinguish it from a real diamond through standard tests (fire, acid, diamond file), you return it at no cost. If you *cannot* tell the difference—and the ad implies most people won't—you can buy it on installment at "a few cents a day." **The social context**: This reflects 1920s-era fascination with synthetic gems as affordable luxury. The ad targets middle-class consumers who desire diamond jewelry but cannot afford genuine stones. The implicit message: visual brilliance matters more than material authenticity; the wearer's satisfaction and others' inability to detect the fake is the real product. No political cartoon or satire is present on this page—it is entirely commercial advertising.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
f you can tell a Lachnite rom a Diamond-send it back 3S, we’ll send you one of these exquisite man-made gems and you can wear it for 10 full n of th HH days at our expense. Put it to every diamond test you ever heard about—fire—acid—diamond file. for yean Ii} Compare its brilliance with the brilliance of a mined diamond. Notice how it is cut—by world renowned we bees diamond cutters. Test it in every way. Wear it everywhere you go. Then after ten days—if you are able to tell pee which is your Lachnite and which is your diamond—or if any of your friends have been able to tell the difference— a | send the Lachnite back to us. The trial does not cost you a penny. If you decide to buy the Lachnite, t 3 | pay only the rock-bottom price, and if you wish—at a rate of a few cents a day. Our new jewelry book (sent free) ee tells about our generous terms. Send the coupon for it today. You will be delighted. Pay As You Wish Set Only in Solid Gold Do not decide to buy a genuine Lachnite — Lachnite Gems are mounted only in solid gold. To hold these splendid jewels we have secured the latest and newest ideas in solid gold settings. In our new catalog you will see illustrated rings by the score for both men and Gem until you have worn it for ten full days. Then —if you wish—you may pay for it at the rate of eu only a few cents a day. Terms as low as 313 , 7 d s bracelets, Lavalieres,stick /\ 7 he cents a day—no interest. You don’t pay for Nine cuff links—all the new ‘a A rie for nenwcatale op Harold rs 7 pins, all the newest today, It's fre— @ trial. No red tape; your credit is good. jewelry —made of solid gold. ‘tharameisage gp Lachman Co. offend g foryou. @ 12No, Michigan Avenue shilling fs Dept. 2547 Chicago, IIL ||| Send the Coupon D\\, e/g Pose we het sew absolutely free and prepaid, your F. O N C. 1 ! “4 new Jewelry Book and full particu- . lars of your free trial, and easy pay- Ke or Our New Catalog: \\2 ar Lie ae ee "1 Put your name and address in the coupon or on a postcard and get our new jewelry book. _It shows handsome illustrations of newest solid gold mountings from which you © knoe have to choose. Too—it tells the interesting story of how Lachnites are made—and why ne cout their brilliance is guaranteed to wear forever. Send the coupon for it today—it is free. womeh Harold Lachman Co., 12 N. Michigan Ave. Dept. 2547, Chicago, Illinois come 10