Judge, 1938-01 · page 10 of 88
Judge — January 1938 — page 10: what you’re looking at
What you’re looking at
This is primarily **advertising, not satire or editorial cartoon**. The page is a 1937 life insurance advertisement by Union Central Life Insurance Company. The "SEVEN VITAL NEEDS" headline refers to financial provisions every father should make for his family in case of death—including income replacement, children's education, and widow's support. The text targets anxious fathers by suggesting they lack the knowledge to properly plan for their families' financial security. Union Central pitches its new "Family-needs Forecast" service, claiming expertise based on "several million fatherless families" studied over 70+ years. There is no cartoon visible on this page—only typography, text blocks, and a tear-out coupon. The emotional appeal ("how well your life insurance would meet your family's inescapable needs") uses mild fear-based marketing typical of Depression-era insurance advertising, emphasizing that most fathers don't understand their responsibilities.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
O easily a father can fail to foresee the SEVEN VITAL NEEDS Seven vital needs? Yes, seven show up vividly when you study what happens to fatherless families. For some of these needs your life insur- ance might best provide definite lump sums of money. For others, not lump sums but a planned flow of income, growing greater and smaller with your family’s requirements as your children grow up. But to foresee a// seven of the vital needs, and to provide for them in the order of their importance to your family’s happiness—to do this at minimum cost and without leaving serious gaps in your family’s protection—re- quires specialized knowledge and experience that most fathers have no chance to acquire. Now you can foresee all seven; can plan to meet them most economi- cally Now, so that every father can give his wife The UNION CENTRAL LIFE Insurance Company A $300,000,000 INSTITUTION . . . FOUNDED IN 1867 Copyright 1937 by The Union Central Life Insurance Co. ADDRESS _JJ5-05--- cus and children the wisest, most far-reaching protection within his means, Union Central Life has developed a new service never be- fore available. It is the “Family-needs Fore- cast’’—a remarkable aid in finding out just how well your life insurance would meet your family’s inescapable needs. The “Family-needs Forecast” is based on our intimate knowledge of several million fatherless families, over a period of more than 70 years. There is near you a Union Central Life representative, capable and understanding, who will be glad to show you how to use this Forecast . . . how you yourself can check your life insurance against the actual needs it might suddenly have to meet. No cost or obligation—just mail the coupon. NEW YORK OFFICE B. Knight Agency, Inc., | Walter E.” Barton, President, 1400 S. Penn Square, 235, Broadway. Philadelphia, Penna. New York, N.Y. NA ME. wi Rochester 7 comicbooks.com PHILADELPHIA OFFICE H. Sheridan Baketel, Jr., Manager,