Judge, 1897-05-01 · page 11 of 18
Judge — May 1, 1897 — page 11: what you’re looking at
What you’re looking at
This page is primarily a **Pabst beer advertisement** disguised as editorial content in Judge magazine, not a political cartoon. The ad uses "The Light of Liberty 1776" imagery—an architectural interior with radiating light—to associate Pabst beer with American patriotism and progress. The tagline "Perfection in Brewing is Reached in America" claims American brewing superiority. The right-side text presents Pabst Malt Extract as a medical tonic for insomnia, using testimonial-style claims from "J. H. Sherman, M.D." of Boston (dated Oct. 10th, 1896). This reflects the era's common practice of marketing alcohol as therapeutic medicine—before FDA regulations and the recognition that alcohol is not a sleep aid but a depressant. The "homely language" framing attempts to make the product seem accessible and trustworthy to ordinary Americans. The overall message: buy our beer as both patriotic consumption and health treatment.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
MILWAUKEE BEER IS FAMOUS PABST, HAS MADE IT SO CAN YOU SLEEP? Homely language, like a home- yy girl, may be so illuminated by ‘intelligence as to become positively fascinating. When we say, “I’ve hada ood nap” , it’s homely, but my, doean ’t it mean Many can’t sleep—don’t even know what a good nap is. These weary ones toss, turn, and ago- nize, wear out their brains and ire useless waste of energy and lif Pabst Malt Extract, the “Best” Tonic will bring sleep to you— you will nestle to slumber like a tired child. Take a glass just before going to bed, and in ten minutes you will drowsily go to Slumberland. After a week or so, sleep will come naturally, and you won't need the Tonic. ith, strength and mental ess come also to help the weak, the weary and the heavy- laden, for PABST MALT EXTRACT Is THE “BEST” TONIC, NEVER eae TO INSURE SLEEP. ina & state of health has PERFECTION IN BREWING IS REACHED IN AMERICA BINNER CHICAGO comicbooks.com