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Judge, 1930-05-17 · page 3 of 36

Judge — May 17, 1930 — page 3: what you’re looking at

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Judge — May 17, 1930 — page 3: Judge, 1930-05-17

What you’re looking at

# Analysis This page is **primarily an advertisement**, not satirical content. It's a full-page promotional piece for Encyclopedia Britannica's 14th Edition, placed in Judge magazine. The ad uses a visual metaphor: a staircase of increasingly ornate mahogany bookcases, emphasizing the product's quality and comprehensiveness. The text highlights the encyclopedia as an unprecedented value—"$5 down" with convenient payment plans—marketed to middle-class American families. The only potentially satirical element is the framing: Judge, known for lampooning consumer culture and advertising excess, may be implicitly critiquing the hard-sell tactics. However, the ad itself reads straightforwardly, emphasizing "3,500 authorities" and practical knowledge for families. This reflects 1920s-era print advertising strategies: luxury goods marketed as accessible necessities to aspirational consumers.

📄 Transcribed text from this page (OCR, searchable)

Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.

Balulul Greatest ENCYCLOPAEDIA VALUE ever offered the American People ... Completely New BOOKCASE INCLUDED This handsome bookcase table, made | of genuine Mahogany, is included #2 with every set of the new Britannica. ENCYCLOPAEDIA BRITANNICA Every FAMILY, every wide-awake man or woman, can now own this newest, finest Encyclopaedia Britannica! Mass production on a scale never before possible brings you this superb 14th Edition at a new Jow price—the lowest at which any com- pletely new Britannica has been offered in more than 60 years. Never before in the history of en- cyclopaedia publishing has such an opportunity been given American readers, More For Your Money A $2,000,000 Work When you buy the new Encyclo- paedia Britannica you buy sound built- in value that is little short of amazing. Nearly three years of intensive effort, the best work of 3,500 world-famous contributors, the expenditure of $2,000,000, these are high lights in the preparation of this superb 14th Edition. At the present low price the new Britannica represents greater value for your money than any similar work. You get the equivalent of SOO or- dinary books in the text matter alone and at one-tenth their cost. Here is literally the sum total of human knowl- edge in 24 compact readable volumes! You get the varied richness of 15,000 illustrations—paintings, pho- tographs, maps and drawings, a unique gallery of art, science and nature worth many times the cost of the books. Full-page half-tones, color plates and sumptuous gold tones make vivid every section of the new Britannica. You get the writings of 3,500 authorities—of men and women whose services only the world-wide prestige of the Britannica could command. Here is authority, accuracy, fresh interpreta- tion direct from the world’s best minds. You get up-to-daie knowledge-—the time-proven learning of the past, the latest discoveries of today, the promised progress of tomorrow. New facts, clearly interpreted, give freshness and interest to every paragraph. You get a wealth of practical infor- mation for every member of the fam- ily. It answers “what,” “who,” “why” and “when” and also thousands of “hows.” It is the finest guide to doing things ever published. “Finest in English” You get, in short, what critics have called “the finest encyclopaedia in English”—a book that brings half again as much material as For every American home the new Britannica with its hand- some bookcase table, its superb bindings, its wide range of help for work and play, is a center of interest for every member of the family. —_— >! 1 SEND FOR FREE BOOKLET TODAY t= SPECIAL $ DOWN OFFER—only Large scale production makes pos- sible the present amazingly low price. A genuine mahogany bookcase is in- cluded with each set, and a deposit of only $5 brings the 24 volumes and table to your home. Balance may be paid in convenient monthly payments. Send For Free Booklet Send for the handsome new 56-page booklet containing numerous color plates, maps, etc., from the new edition, together with details of bindings, low Prices and easy payment plan. You needn’t risk a cent. The booklet is yours FREE, without the slightest obliga- tion. Now — while you have this page at hand—tear out the coupon and send it in. Peseeseece= J3E2 Please send me by return mail, without any obligation on my part, your $6-page illustrated booklet describing the new B: with low price offer, etc. ritannica together ee See eww ww ew ee ee ee JUDGE Volume 98. No. 2533 7, 1879." Additional entry at Jai and copyrighted 1930, by It I the Seeretary, 18 Past 48th st., New York, N. Y. D.] Entered as Second-Class Matter, October 21, 1881. at the $5.00 a year. od Great Britain: Pred L ihe a eopy. Published weekly by Judge ‘Visions of Section 3 of tbe Copyright Law of the U. 8. 1 . .. President: Skiney S. Leng, Vice President: Vernal W. Bates, Treasurer: articular attention ts called to tbe fact that every article and pieture appearing in JUDG: is protected under tbe pro- ‘OMee at New York City, N.Y. under act of Mareh 3, Jishing Co., Ine., 1X Fast 48th Street N.Y Joseph T. Cooney, Ccomicbooks.com