Judge, 1906-04-14 · page 13 of 20
Judge — April 14, 1906 — page 13: what you’re looking at
What you’re looking at
This is a **beer advertisement**, not satire or political commentary. It's a vintage Schlitz brewery ad making health claims common to early-20th-century advertising. The ad argues beer is beneficial, claiming malt is "a food," hops are "a tonic," and alcohol aids digestion—pseudo-scientific marketing typical of the era before modern food regulation. It positions beer as a "national beverage" promoting "vigor and health." The sales pitch emphasizes purity: the beer must be "well aged," "clean, filtered and sterilized"—reassuring consumers about safety and quality. The ornamental hop designs frame the text decoratively. The tagline "The Beer That Made Milwaukee Famous" references Milwaukee's prominence as a beer-brewing center, likely home to Schlitz's operations. This reflects pre-Prohibition attitudes toward alcohol as wholesome.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Is good for you. It is the national beverage where vigor and health are the rule, and nerv- ousness the rare exception. Malt is a food, half digested. Hops are a tonic. A little alco- hol—there is but a trifle in beer— is an aid to digestion. But insist on a pure beer—a beer that’s wellaged. Geta beer that is clean, filtered and steril- ized. That always means of z Z Fi Schlitz. That Made IN eekee Famous. - comicbooks! com