Judge, 1897-03-13 · page 15 of 24
Judge — March 13, 1897 — page 15: what you’re looking at
What you’re looking at
This is an advertisement for Pabst Malt Extract disguised as editorial content in Judge magazine. The page uses racist imagery and stereotypes common to early 20th-century advertising. Two Native American figures are depicted—labeled "Pocahontas" on the left—in a dialogue where one describes recovering from illness through Pabst Malt Extract. A fake testimonial from "John T. Simpson, M.D., President International Medical Parliament, Paris" claims the product is chemically pure and medically beneficial. The headline claims "Perfection in Brewing is Reached in America," positioning Pabst as an American achievement. This exploits Native American imagery to suggest the product's naturalness and authenticity, a common advertising tactic of the era. The entire premise—using Indigenous people to endorse a medicinal alcohol product—reflects both the racist conventions of period advertising and dubious health claims made before modern FDA regulations.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
PERFECTION HAD = ‘IN BREWING BEEN IS SICK. REACH ED : I met him sturdily trudging along, his color good, his clear eyes having that tran- | quil steadiness which speaks of strength and great reserve power. “I thought you were flaton your back,” Isaid, “I was,” he an- AMERICA | sree Sbotss ton a0 the cise camel began to take PABST MALT EXTRACT, THE “BEST” TONIC. Tt put new life into me, brought back color, appetite, strength and health. It’s mar- velous for building one up after sickness, It \ gives vim and bounce, I tell you.” Dy “Ihave taken time to give PABST MALT EXTRACT, The “Ben Tene a examination, and am to inform ‘you that think it is the cleanest, chem- ically the purest and in sickness the best I ever wed.” JOHN T. SIMPSON, M.D. President International Med- ical Parliament, Paris. J _—— a! > iivecs tr} | Whe | | \ A Mi if? \ MILWAUKEE BEER 3 welt IS FAMOUS POCAHONTAS annvanicy comicbooks.com