Judge, 1895-07-13 · page 11 of 16
Judge — July 13, 1895 — page 11: what you’re looking at
What you’re looking at
This page is primarily a **Pabst Malt Extract advertisement** disguised as editorial content in Judge magazine. The left side features an Art Deco illustration of an Egyptian figure (likely representing antiquity) holding the Pabst logo, with text claiming "The History of Brewing Begins with Egypt"—a marketing claim linking the product to ancient prestige. The right side uses psychological language to sell the tonic: it describes the universal anxiety dream of falling helplessly, then repositions Pabst as the cure for post-illness weakness and despair. The copy promises the extract will restore not just physical strength but mental fortitude and "will power." A fake medical endorsement from "Frank C. Browne, M.D." legitimizes claims about treating debility and convalescence—a common advertising tactic of the era before FDA regulations. **The satire/joke**: Judge is allowing blatant patent-medicine advertising masquerading as health advice, exploiting reader anxieties about weakness and recovery.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
| | THE HISTORY OF BREWING ammer cw. BEGINS WITH FE: Been Sick ? OU and I have dreamed that we were trying to run away from something and our strength ave out at the critical moment, our legs re- Rised to carry us, and when we tried to crawl on our hands and knees we always slipped back and commenced to fall, fall, fall. Nothing tosaveus! We grasped and clutched, the branch broke, the abyss yawned below us, and above, a star, like a ball of fire, came nearer and nearer. The weakness was horrible and the struggle for life so fearful that we awoke in the quiet peace of our room, caught our breath, and the sense of security, strength and will power came like beaven to a soul in torment. T" Convalescent feels this sense of weakness, and the disease, which has left him wholly unable, without help, to fight his way back to perfect health and full recovery, seems like a fiend who jeersand points to the shattered constitution and broken-down spirits. Nature unaided, like truth, may nse again, but Pabst Malt Extract, THE “BEST” TONIC will set every spring of health in action, build up the battlements of the body by feeding and nourishing every fibre of the physical system, and send the rich blood through the veins. Ah, but that is not all. It willcalm the mind and nerves, give you will power, destroy the frightful sense of weakness and dispel your fear. This ishalf the battle, and the wonderful strength- giving qualities of the Malt will fight the rest. Ask your physician if this is not true, and he will say Yes" with emphasis. “The resutt of the use of *Best"* Toole was eminently satletactory. Although | found It adapted to all cases of Gebility, tn the emaclation consequent wpon protracted wast. ing diseases, a tardy convalescence and in the general eblitty of advanced age, It te Indeed a tonic PAR EXCEL> LENCE." FRANK C BROWNE. M D..Rivemsing, RL Address +. PABST MILWAUKEE...