Judge, 1922-11-18 · page 36 of 36
Judge — November 18, 1922 — page 36: what you’re looking at
What you’re looking at
This is primarily a **product advertisement**, not a political cartoon. It promotes the "Aurora" lamp, designed collaboratively by an architect, painter, and sculptor to embody classical Greek aesthetic principles. The marketing pitch emphasizes that true artistry involves meticulous refinement—every curve, proportion, and detail was carefully considered and reconsidered. The lamp's "perfect simplicity" required extensive artistic labor, a paradox the ad exploits to justify its price. The advertisement includes a membership coupon for the Decorative Arts League (175 Fifth Avenue, NYC), offering a special price of $3.50 with a send-no-money offer. This appeals to consumers interested in high-end home decoration and artistic credibility. The surrounding images show the lamp in various domestic settings, emphasizing its versatility and visual harmony with different room styles. For modern readers: this represents early 20th-century marketing that blended artistic prestige with consumer desire—essentially selling taste and cultural refinement alongside functional lighting.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
An Architect, a Painter and a Sculptress United in Designing This Exquisite Lamp wing of most of the camercialism are the sof large fac knowledge of w 16 inches high; 10°4 inch shade; Brass and Medallium Every Detail Perfect One style of ornamentation after another was tricd out, by the three talented artists collaborating in designing this lamp—only to yield in the end to the perfect simplicity of the classic Greek lines. Even such a small detail as the exact contour of the base was worked over and over again until it should blend in one continuous “stream” with the lines of the slender shaft. The graceful curves of the shaft itself, simple as they scem in finished model, were the results of dozens of trials. Th pe, the exact size, and the soft coloring of the shade were the product of many experiments. The result is a masterpiece of Greek licity and balance. COUPON PESORATIVE ARTS LEAGUE 175 Fifth Avenue, New York, N. Y. 5 y vend me, at the member's special p e tory I can ret c it ceipt and you 0 refund y Check finish desired Broaze O Ivory 0 In the exclusive Fitth Avenue type of shop lamps that are a! Send No Money Harmonizes Everywhere Not a thing could be added or taken away without marring the general effect—not the sixty-fourth of an inch difference in any moulding or curve but would be harmful. And yet with all the attention to artistic effect the practical knowledge of an experi enced interior decorator has kept “Aurora” in perfect harmony with the actual requirements of the home. It blends with any style of furnishing, it adapts itself to boudoir or foyet-hall, to library or living room. And wherever you place it “Aurora” will add taste and refinement besides furnishing. with its tiltable shade, a thoroughly practical and mellow li wherever required. Seize this opportunity now. Do not expect to not trust that it will be tended. Mail the cor No money need be sent wit wr name as a “Corre | ‘of the Decorative Arts | tinctly understond that