Judge, 1896-01-04 · page 11 of 18
Judge — January 4, 1896 — page 11: what you’re looking at
What you’re looking at
This is primarily a **Pabst Brewing Company advertisement**, not a political cartoon. The page announces an upcoming advertising series themed around Gothic art and architecture (1100-1400), following a previous Egyptian-themed campaign. The text explains that Pabst will use historically accurate Gothic design and imagery, with one exception: they'll replace authentic German typefaces with smoother Italian 15th-century fonts for readability, since American audiences aren't accustomed to traditional German lettering. The "Unimportant But Interesting" sidebar boasts of Pabst's awards at the World's Columbian Exposition and Munich competition, claiming superiority over competitors. This reflects the era's trend of using elaborate historical and artistic theming in advertisements, and Pabst's marketing strategy emphasizing both cultural sophistication and German heritage—appealing to significant German-American populations of the time.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
S4IF the history of brewing begins with Egypt it is equally true that the art of brewing was ut developed by the Ger- mans. To those who have followed the Egyptian series of advertisements issued by the Pabst Brewing Company, | and especially to those who have noticed the accuracy in architectural and artistic detail, it will be a pleasure to know that the series to come will be taken from the era fi, of highest Gothic develop- Ni ment, between the years 1100 and 1400..#Every line will be in exact har- mony with the most realistic interpretation of this phase of Germanic art and architecture of the time, with an occasional life study of the votaries of Gambrinus at the time of his supposed reign..#One exer will be mma namely,.#in typography. The be and tryin ji letters of the German will & 4 be s supplanted # by the “ smooth Italian ee of the 15th century, because western eyes are not sulficiently.accustomed to the type so dear to the Teutons. With this exception, which is made in deference to the fact that our primary object is of course advertising, which implies, necessarily, legibility, we hope that the artistic x side of our public announcements will be scientifically accurate, and as near perfection as the article advertised, namely, Pabst-Milwaukee. % You are probably aware that .¢ Pabst 9) Malt Extract, x The “Best” Tonic, is Ya also worthy of mention here. # > i ; comicbooks.com {