Judge, 1904-01-09 · page 11 of 16
Judge — January 9, 1904 — page 11: what you’re looking at
What you’re looking at
This is a **beer advertisement**, not satirical content. It's a Schlitz beer ad making health claims common in early 20th-century advertising. The page argues that beer drinkers are healthier than non-drinkers, claiming malt and hops are "nerve foods" that prevent dyspepsia, nervousness, and insomnia. It suggests people should drink beer *preventatively* to avoid becoming weak or nervous. The pitch concludes by endorsing specifically **Schlitz brand** as "pure beer," implying competitors' products contain harmful impurities. **Historical context**: Before modern food/drug regulation, alcohol was routinely marketed as medicinal. These claims about nerve foods and digestive health would be illegal today. The ad reflects pre-FDA attitudes when such therapeutic advertising was standard commercial practice.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Beer Keeps One Well It is a noticeable fact that those who brew beer, and who drink what they want of it, are usually healthy men. You find no dyspeptics among them, no nervous wrecks, no wasted, iatless men. And so in those countries where beer is the national beverage. The reason is that beer is healthful. The malt and the hops are nerve foods. And the habit of drinking it keeps the body supplied with fluid to flush out the waste. The weak, the nervous and sleepless must have it. Why isn’t it better to drink it now, and keep from becoming so? But drink pure beer—Schlitz beer. There isn’t enough good in impure beer to balance the harm in it. Ask for the 3 of "brewery _ bottling. . The Beer That Made Milwaukee Famous! comicbooks.com