Judge, 1905-09-09 · page 11 of 16
Judge — September 9, 1905 — page 11: what you’re looking at
What you’re looking at
This is a **full-page advertisement**, not satire or political commentary. It promotes Schlitz beer, emphasizing the brand's massive global sales ("a million barrels") and widespread distribution. The ad's appeal centers on **purity** as the key selling point—a major marketing angle for breweries in this era, when quality control and sanitation were genuine competitive advantages. The copy invites readers to notice the superiority of Schlitz compared to "poor beer," specifically highlighting different "after-effects" (implying Schlitz causes fewer hangovers or digestive problems). The tagline "The Beer That Made Milwaukee Famous" references Milwaukee's historical dominance in American beer production. The ornamental borders and typography are typical of early 20th-century print advertising design.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
barrels—and more—of Schlitz, beer are sold annually. Our agencies dot the whole earth. The reason is purity. More and more people every year are demanding it. Won't you see how much better it is than poor beer— how different the after-effects? "The Beer That Made Milwaukee Famous comicbooks.com