Judge, 1918-04-20 · page 4 of 36
Judge — April 20, 1918 — page 4: what you’re looking at
What you’re looking at
This cartoon satirizes a baker's deceptive pricing practice. A customer questions why bread prices have increased, and the baker responds that he's actually reduced the loaf's size while keeping the price the same—so technically, no price increase occurred. The satire targets consumer deception during what appears to be a period of inflation or food cost concerns. The title "We Don't Think" suggests the baker assumes customers won't notice or calculate the true cost per unit. The joke critiques both the merchant's dishonest practice and, implicitly, the public's supposed gullibility in accepting such transparent trickery. The cartoon likely reflects real wartime or post-war economic anxieties about food prices and merchant manipulation.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
We Don’r Tuixk “How is it, you've increased the price of bread again? “Well, you see Ma’am, we reduced the size of the loaf, so’that makes it just the same.