Judge, 1938-05 · page 3 of 54
Judge — May 1938 — page 3: what you’re looking at
What you’re looking at
# Analysis This page is primarily **advertising, not satire or political commentary**. It's a 1938 advertisement for Union Central Life Insurance Company's "Family-Needs Forecast" product. The single illustration shows a **domestic scene**: a woman at a desk or table with a child nearby, suggesting a housewife managing family finances. This imagery appeals to fathers by implying their wives can plan prudently if given proper insurance tools. The ad's pitch is straightforward: the Forecast helps fathers understand their family's future financial needs and ensures insurance dollars are spent efficiently. There is no political satire, caricature, or social commentary—just marketing rhetoric common to Depression-era insurance advertising, emphasizing security and family protection. The page exemplifies how Judge magazine contained commercial content alongside its satirical material.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
What’s the purpose of those premium dollars? Have you seen the FAMILY-NEEDS FORECAST? © MANY A FATHER, life insurance premiums seem merely a "Eee expense related in some vague way to his family’s future. His wife and children ought to have some protection—he knows that. But he has no clear picture of what actual needs the insurance will meet, or how. But there are thousands of other fathers who know what each premium dollar is accomplishing. And you can too, when you’ve seen the remarkable new “Family-needs Forecast.” This Forecast makes available to all fathers The Union Central Life’s 71 years of experience with fatherless families. It shows you, at a glance, the seven inescapable needs that may some day face your family. And it shows, almost to a dollar, what the life insurance you’re now paying for could do about those needs. Now you can foresee all seven needs; can plan to meet them most economically If you had this Forecast you could plainly see how to distribute the proceeds of your present insurance so that every dollar would go farthest. do the most good for your family. You could plainly see whether there are any dangerous gaps remaining in your pro- gram, and understand how they might be filled most effectively, with least expense. There is not the slightest cost or obligation involved in your use of the Family-needs Forecast. There is near you a Union Central Life representative, capable and understand- ing, who will be glad to show you how to use it . . . how you your- self can check your life insurance against the actual needs it might suddenly have to meet. Just fill in and mail the coupon below— now. THE UNION CENTRAL LIFE INSURANCE COMPANY NEW YORK OFFICE PHILADELPHIA OFFICE C. B. Knight Agency, lac., H. Sheridan Baketel, Jr., Manager, Walter E. Barton, President, 1400 S. Penn Square, 225 Broadway, Philadelphia, Penna. New York, N:Y. NAME...... ADDRESS CITY. The UNION CENTRAL LIFE Jnsurance Company A $300,000,C00 INSTITUTION...FOUNDED*®IN 1867 Copyright 1938 ty The Union Central Life Insurance Co, comicbooks.com