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Judge, 1930-10-04 · page 3 of 36

Judge — October 4, 1930 — page 3: what you’re looking at

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Judge — October 4, 1930 — page 3: Judge, 1930-10-04

What you’re looking at

# Analysis This page is **primarily a vintage advertisement**, not satirical content. It promotes the "Completely New Encyclopaedia Britannica" at a claimed lowest price in 60 years ($5 down payment for all 24 volumes). The ad emphasizes the encyclopedia's scope (35 million words, 15,000 illustrations, 500 maps) and includes a testimonial from Ray Lyman Wilbur, identified as "Secretary of the Interior," lending governmental authority to endorse the purchase as a worthwhile investment and educational resource "for all the family." The accompanying furniture image shows a decorative bookcase display. The layout and typography are typical mid-20th century direct-mail marketing, targeting middle-class families seeking self-improvement through knowledge acquisition during an era when encyclopedias represented status and intellectual aspiration.

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

lt’s amazing what you get *35,000,000 words (equals 500 books) *15,000 illustrations *500 maps—a complete atlas *3,500 expert contributors Completely NeW ENCYCLOPAEDIA BRITANNICA at the lowest price in 6O years more, actually the most profitable investment you Hie beyond question is your money’s worth, and could make. That fact, and that fact alone, explains the tremendous success of the new Encyclopaedia Britannica. It explains why 50,000 families have already purchased this greatest knowledge book of all times. The value Is really amazing. Just consider what the new Britannica gives you! Twenty-four thousand pages of text, fifteen thousand illustrations, hundreds of maps—all in 24 compact volumes. Five hundred books would not give as much, and they would cost you many times more. Greatest Knowledge Book Here is all the knowledge of all the world—the most complete, authentic and up-to-date summary of all man’s achieve- ments anywhere in existence. Better still, this is knowledge you can rely upon, because itis written through- out by authorities—by 3,500 experts from fifty countries. “It is the best evidence of the great prestige of this encyclopaedia,” says Carl Van Doren, “that its editors have been able to include among their contributors so many of the busiest as well as the most expert men and women now or recently alive. The list is overwhelming.” Fascinating—Practical HIS “new model” encyclopaedia brings you illustrations on an unpre- cedented scale—15,000 of them. Gorgeous color plates, superb half-tones, skilful line Grawings enable you to see as well as Tead. Merely to browse in this new Britan- nica is an adventure. You can spend RAY LYMAN WILBUR says: “There is a rare pleasure in consulting these volumes, I cannot help but feel that the editors of the fourteenth edition have rendered a real service to all English-speaking peoples.” —Ray Lyman Wilbur, Secretary of the Interior fascinated hours poring over the illustra- tions alone. But you can consult it for profit too. “It has more practical value than had any preceding work intended to Present a summary of human learning,” says the president of Northwestern Uni- versity, Dr. Walter Dill Scott. For All The Family EN eager to get ahead find it a real aid to greater earning power. Women use it as a guide in all the activi- ties of the home and in their outside inter- ests. Children revel in it. “It satisfies the needs of curious readers, whether eight or eighty years old,” says James Harvey Robinson. Your children especially will benefit by having all knowledge at hand and easy to look up as it is in this “new model" encyclopaedia. It will make their school work easier, more interesting and more profitable. It willteach them 9 touse their minds, think accurate- fF ly and reason keenly. It is theone book they will never outgrow. BOOKCASE TABLE INCLUDED This handsome bookcase table, made of mahogany, is included with every set. It's amazing what you get for your money. New Low Price—$5 Down And it is not expensive. This new Britannica represents a triumph in lower encyclopaedia prices. You can buy it to- day at a new low price—a price lower, in fact that of any completely new Britannica in 60 years. Under our time- payment plan, an initial deposit of only $5 brings the 24 volumes to your home. 56-PAGE FREE BOOKLET Brought to you by your postman Act now! Send for our free illus- trated booklet. It contains numer- ous specimen maps, color plates, etc., and gives full information, Before you spend a dollar you can see exactly what you get for your money. Just fill out the coupon and mail today ore ENCYCLOPAEDIA BRITANNICA 342 Madison Avenu New York City WITHOUT OBLIGATION— Please send me, by return mail, your 56-page illustrated booklet with color plates and maps from the new Britannica, together with low price offer,etc. Name. Address... 1 comicbooks.com