Judge, 1906-07-28 · page 15 of 16
Judge — July 28, 1906 — page 15: what you’re looking at
What you’re looking at
This is a **Schlitz beer advertisement**, not political satire. The page promotes Schlitz as a health beverage, making claims typical of early 20th-century beer marketing: - Beer is characterized as "the national beverage" promoting "vigor and health" - Malt and hops are presented as food and tonic with medicinal properties - Alcohol content is downplayed as "but a trifle" - The ad emphasizes purity, filtration, and sterilization as quality markers The decorative hops borders and ornamental design reflect period advertising aesthetics. The tagline identifies Schlitz as "The Beer That Made Milwaukee Famous," referencing Milwaukee's historical prominence in American brewing. This reflects pre-Prohibition era (likely 1910s-1920s) marketing that made health claims now considered misleading or false.
📄 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 ic means |) & Schlitz. | ie the Brewery [That Made M Eee Famous: comicbooks.com