Life, 1907-10-10 · page 23 of 24
Life — October 10, 1907 — page 23: what you’re looking at
What you’re looking at
This is primarily a **life insurance advertisement**, not satire or political commentary. The Prudential Insurance Company uses Life magazine's pages to market their "New Low Cost Policy." The key claim: Prudential's rates are the lowest among 102 major insurance companies worldwide, proven by the comparison table shown. The circular seal featuring Gibraltar ("The Prudential has the Strength of Gibraltar / If you see it in the proof, it's so") was Prudential's actual corporate branding, emphasizing rock-solid stability and trustworthiness. The advertisement targets potential customers and salespeople ("Do you want to make money?"), promising simple language ("Plain English"), guaranteed features, and maximum protection per dollar. The call-to-action invites interested parties to request rates. This represents early 20th-century insurance marketing using mass media—emphasizing competitive pricing, company strength, and accessibility to build consumer confidence in a then-novel financial product.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
THE TABLE TELLS THE STORY A Comparison of Non-Participating Premium Rates Between THE PRUDENTIAL wit and da te The Average Rates of One Hundred and Two Other Life Insurance Companies of the World. The Premium Rates ie On the NEW LOW COST POLICY ie Are the Lowest vior and must be pons HY consistent with Liberality and Safety wu. §| Offered to the public by any Company of ay ay corresponding size, importance and re- sponsibility throughout the World. Policy Conditions in Plain English. EVERY FEATURE GUARANTEED ick! A aia Every dollar paid on this NEW Common Sense Policy y ‘that , guarantees to the Insured the Largest possible but was j Ys x amount of Life Insurance Protection. he was snort. } | Send in your age nearest birthday and we will rr aot i ‘ give you rates and particulars. Address Dept. O. The Prudential Insurance Company of America Incorporated as a Stock Company by the State of New Jersey JOHN F. DRYDEN, President HOME OFFICE, : : . - NEWARK, N, J. DO YOU WANT TO MAKE MONEY ? pricy.” Write direct to us tovday.. Address Dept. 0 comicbooks.com