Judge, 1929-11-23 · page 3 of 36
Judge — November 23, 1929 — page 3: what you’re looking at
What you’re looking at
# Analysis This is **not a political cartoon or satire**—it's a full-page advertisement for the Encyclopedia Britannica's 14th Edition, appearing in Judge magazine. The ad promotes the encyclopedia as an ideal Christmas gift, emphasizing its comprehensiveness (written by 3,500 authorities from 50 countries) and appeal to the entire family. A key selling point is the included "handsome bookccase table, made of genuine Brown Mahogany." The ad employs typical early 20th-century marketing language: appeals to family values, educational benefits, and social status ("gift of rare distinction"). The prominent coupon and "Mail This Coupon Today" encourages immediate action. This represents Judge's revenue model—advertising revenue alongside editorial content—rather than satirical commentary.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Give Them the Gift Every Family Wants ’ This handsome bookcase table, made of genuine Brown Mahogany, is included with every set of the new Britannica, ENCYCLOPAEDIA BRITANNICA ( HIS is the year of all years to give the Britannica for Christmas! For today you can give a com- pletely new Encyclopaedia Britannica—the superb 14th Edition, which has just come from the presses. A sift that brings lasting appreciation LL the family is included when you give this new Britannica for Christmas! Here is a Britannica made new from cover to cover. A Britannica so dif- ferent from any other encyclopaedia that there is literally no comparison. Everyone in the home will be thrilled with such a gift. Think of the eager excited interest at Christ- mas! These twenty-four handsome volumes, in the graceful bookcase table which is included with each set, will attract all eyes. For young and old alike There will be no gift more excit- ing beneath the Christmas-tree this year; no gift, certainly, which will give such lasting pleasure. The child in school,the woman who wants practical help with her homeor family,thestudentengagedin research, the busy man of affairs whose reading time is limited—for everyone this su- perb Britannica is the gift of gifts. Wherever the finest things of life are appreciated, men and women are roud to own the new Britannica. he handsome bindings, the pro- fusion of rich and colorful plates, in- deed the superb craftsmanship shown in every detail, set this book apart as a gift of rare distinction. This new Britannica, prepared at a cost of more than $2,000,000, is a library in itself —written by 3,500 authorities from 50 differentcountries, Extremely Low Price Yet this incomparable Encyclopaedia comes to you ata tremendous sav- ing! Never hasanyency- clopaedia offered such manifold riches as this Heme Mail This Coupon Today one does. And not in two genera- tions has a completely new Britan- nica been offered at so low a figu: Mass production has made it possi- ble to place the greatest of all ency- . clopaedias within the means of all. Send for Free Booklet Make this Christmas a Britan- nica Christmas! You have the opportunity now to learn why this new Britannica is the finest gift you could select. But you should act promptly. The coupon below will bring you our special FREE booklet telling the full story of the Britannica and describing the />pm various bindings and the bookcase table now included with everyset. Mailthe / couponnow! (This / does not obligate you in any way.) ENCYCLOPAEDIA BRITANNICA, INC. 342 Madison Avenue, New York Please send me by return mail, without any obli- gation on my part, your 56-page illustrated booklet describing the new Britannica together with low price offer, etc. comicbooks.com