Judge, 1938-09 · page 2 of 53
Judge — September 1938 — page 2: what you’re looking at
What you’re looking at
# Analysis This is **not a cartoon or satire page**, but rather a **full-page insurance advertisement** from Union Central Life Insurance Company (copyright 1938). The ad addresses fathers directly, posing the question: "What do families really face when fathers die?" It then promotes the "Family-Needs Forecast," a tool claiming to help men plan adequate life insurance by identifying seven vital financial needs their dependents would face after their death. The appeal is to middle-class male anxieties about providing for wives and children. The ad emphasizes practical financial planning rather than emotional manipulation, offering a Union Central Life representative to help calculate appropriate coverage amounts. This reflects 1930s life insurance marketing strategies targeting breadwinners during the Depression era.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Wuat do families really face when jathers die? See the FAMILY-NEEDS FORECAST Many a father, eager to set up safeguards of bis family’s future, has puzzled over these questions: “What would they really be up against, without my pay check... what are the most vital needs of a fatherless family? And how can I be sure I'm directing my insurance dollars to do the most possible good?” ‘T= ANY FATHER can settle those questions— by using a simple aid based on 71 years of expe- rience with thousands of families. This new and practical aid is the Family-needs Forecast, developed by the Union Central Life. The Forecast gives a clear picture of the seven vital needs which would confront your wife and children NEW YORK OFFICE Cc. B. KNIGHT AGENCY, INC, WALTER E. BARTON, President 225 Broadway, New York, N.Y. —the needs that would arise immediately and those which, coming years later, are frequently overlooked. But the Family-needs Forecast does much more than just show you the seven vital needs. It lets you analyze, very accurately, which needs your present in- surance would provide for. It makes it possible for you to distribute your insurance money so that every dollar will go farthest, do the most good for your family. You are under no obligation whatever in using the Family-needs Forecast. There is near you a Union Central Life representative, capable and un- derstanding, who will be glad to show you how to use it . . . how you yourself can check your insurance against the actual needs it might suddenly have to meet. PHILADELPHIA OFFICE H. SHERIDAN BAKETEL, JR, Manager 1400 S. Penn Square, Philadelphia, Penna. The UNION CENTRAL LIFE Insurance Company A $300,000,000 INSTITUTION...FOUNDED IN 1867 Copyright 1938 by The Union Central Life Insurance Co, comicbooks.com