Judge, 1932-12 · page 4 of 38
Judge — December 1932 — page 4: what you’re looking at
What you’re looking at
# Analysis This page is **primarily an advertisement**, not satire or political commentary. It features a General Electric Mazda Lamps advertisement disguised as editorial content. The "cartoon" element is minimal—two men in professional dress examining a light bulb. One appears to be identified as George M. Gadsby, president of Utah Power & Light Company, presented as an expert endorsing economical lighting practices. The "satire" (if any exists) is subtle: the ad uses the authority of a real utility executive to promote buying name-brand lamps, framing this as consumer advice. However, this is straightforward advertising copy rather than biting satire. There's no clear political reference or caricature to decode. The page exemplifies how Judge mixed advertisements with editorial content to generate revenue.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
B. sure of Economical Lighting! Buy Lamps Bearing a Reliable Name’’ HEN you visit your lighting company, ask about the surest way of getting a// the light you pay for. The advice you get will probably be the same as Mr. George M. Gadsby, ‘president of the Utah Power & Light Com- pany, Salt Lake City, Utah, and the Western Colorado Power Co., gives to his 100,000 customers. He says: “The kind of lamp you use becomes mighty important when you stop to think that the lamp bulb is the means of converting electricity into useful light. Two different lamps may look alike. But appearance does not afford a basis for judging their quality. The big question is, does it give the most light for the current it consumes? Even the price you pay for a lamp is of small importance compared to this question of the amount of current taken in and the amount of light given out by th: lamp during its life. That alone affords a true measure of lamp quality When buying a lamp ask yourself, ‘What trade-mark does this lamp bear?’ ‘By whom was it made?’ Always take pains to select the product of a reliable manufacturer who you know builds quality into every lamp.”’ Of course you will want to follow Mr. Gadsby’s advice. There is one sure way ... look for this monogram @ when you buy lamps from your favorite dealer. With it goes General Electric’s assurance of good light at low cost. GENERAL@QQELECTRIC MAZDA LAMPS comicbooks.com