Judge, 1906-12-08 · page 11 of 16
Judge — December 8, 1906 — page 11: what you’re looking at
What you’re looking at
This is **advertising content**, not satire or political commentary. The page promotes Schlitz beer through a paid advertisement in *Judge* magazine. The ad targets consumers by emphasizing **purity as a health benefit**—claiming Schlitz is "clean, filtered, sterilized" with "no germs." This reflects early 20th-century concerns about contaminated food and water, when germ theory was becoming public knowledge. The copywriting addresses a practical consumer dilemma: pure beer costs twice as much to produce but sells at similar prices to inferior beer. The ad urges customers to specifically request "Schlitz" to ensure they receive the purer product. The decorative hop illustrations and "Beer That Made Milwaukee Famous" slogan were standard branding for Schlitz, positioning the company as a quality Milwaukee brewer during the city's prominence in American brewing.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
And you are sure to get a beer that is good for you. There is pure beer and poor beer —healthful and harmful. One costs you as much as the other, perhaps. Yet the pure beer costs double as much as the other to brew. Purity is all-important. It means a clean, filtered, sterilized beer; a beer with no germs init. You'll get it if you say “¢ Schlitz.” rhat Made Milwaukee Famous. comicbooks.com