Judge — July 13, 1918 — page 36: what you’re looking at

What you’re looking at

This is a National Biscuit Company advertisement featuring Uncle Sam (identifiable by his star-emblazoned top hat and patriotic attire) holding stacks of their various cracker and biscuit products. The caption "MADE AS HE SAYS" suggests Uncle Sam endorses these American-made goods. The advertisement lists popular National Biscuit products including Lotus, Lemon Snaps, Fig Newtons, Graham Crackers, Tokens, Uneeda Biscuits, Anola, Nabisco, Zu Zu Ginger Snaps, Social Tea Biscuit, Peanut Sandwich, and Oatmeal Crackers. This patriotic branding—using Uncle Sam as pitchman—was typical early 20th-century marketing, conflating consumer products with American nationalism and quality. The "made as he says" phrasing implies these goods are made according to Uncle Sam's (and by extension, America's) high standards.