Judge, 1921-06-11 · page 2 of 36
Judge — June 11, 1921 — page 2: what you’re looking at
What you’re looking at
# "Burglars Don't Seek The Limelight" This is an essay-style advertisement, not a political cartoon. It uses an extended metaphor comparing business ethics to criminal behavior: just as burglars work in darkness and secrecy, dishonest manufacturers avoid advertising because they fear scrutiny. Conversely, legitimate businesses openly advertise, inviting inspection and standing behind their products. The piece argues that advertisements serve consumers by illuminating trustworthy goods and innovations. The "limelight" represents transparency and honesty—only businesses confident in their quality can afford public exposure. This reflects early 20th-century attitudes about advertising's moral function: in an era of patent medicines and dubious products, advertising was positioned as a consumer protection mechanism, signaling manufacturer confidence and integrity.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Bureglars Don’t Seek The Limelight [p48 KNESS is their stock in trade. They work by stealth—-unheard and unseen—their movements cloaked in secrecy. It’s honest folks that seek the light. They are the only ones who can risk it. It’s the same way in business. The manu- facturer who is not sure of his goods does not dare to advertise. Advertising would hasten the end of his business career—put him to a test he could not meet. The manufacturer who advertises, deliberately invites your inspection. He tells you about his product and then lets it stand on its own merits. You can depend on him. Ae dvows his product 1s good. That’s one reason why it pays you to read the advertisements. It is through advertising that you are able to keep in touch with the good things that progressive business men are spending their money to introduce and to keep before you. Advertisements are interesting, instructive and profitable. They throw a powerful light on the very things that concern you most. Read them.