Judge, 1907-03-09 · page 11 of 16
Judge — March 9, 1907 — page 11: what you’re looking at
What you’re looking at
This is a **full-page advertisement**, not a satirical cartoon. It's a promotional piece for Schlitz beer, a major Milwaukee brewery, appearing in *Judge* magazine. The ad argues that **purity is Schlitz's competitive advantage**. Rather than emphasizing taste or popularity, it takes a moralistic angle: other beers may taste good but could be impure, unhealthful, or cause digestive problems ("biliousness"). Schlitz positions itself as the ethical choice—"the pure beer the world over." This reflects early 20th-century advertising strategy, when **purity claims** were common sales pitches for consumables (particularly relevant during the Progressive Era, when food safety was a genuine public concern). The ornamental border design and formal typography suggest this is a premium brand marketing to upscale readers of *Judge*. There is no satire present here—this is straightforward period advertising.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
2 _— = > pate ol CG =p) ae CPS = —==~ 3305, — Sxece? TP — 9 A SI “00D, SA ) The materials we use are the best we can buy. And a partner in our business selects them. The goodness.of Schlitz is due largely to them. , But the supremacy of Schlitz as a home beer has been gained by the fact of its abso- lute purity. Purity is not so conspicuous as some qualities in beer, yet it is very expensive. That is why it is rare. But what does it matter how good a beer is if it is not a pure beer? If its use is unhealthful ? If its result is biliousness ? Schlitz beer is known as the pure beer P the world over. branded Schlitz. ital That Made Milwaukee Famous. comicbooks.com