Judge, 1907-06-08 · page 11 of 16
Judge — June 8, 1907 — page 11: what you’re looking at
What you’re looking at
This is a **Schlitz beer advertisement**, not satire or political commentary. The "Not all People" headline introduces an argument about beer preferences: while people differ in taste, purity matters more than personal preference. The ad's central claim is that Schlitz beer's value lies not in superior flavor but in its **purity**—freedom from germs, cleanliness, and healthfulness. It promises the beer won't cause "biliousness" (digestive upset), a common complaint about period beers. This reflects early 20th-century **food safety anxieties** when contaminated beer and food caused genuine illness. Schlitz marketed scientific purity as a health benefit rather than taste superiority, positioning itself as the responsible choice for health-conscious consumers. The decorative border and typography suggest this appeared in *Judge* magazine as a paid advertisement promoting Milwaukee's famous brewery.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
oa Prefer the same beer—that is true. SS They are guided by taste; and tastes differ, as beers do. But taste can be cultivated. And absolute purity is much more important. Judged by likes, the few best beers may not differ enough to matter. Judged by purity, there is a vast difference in beers. And purity means healthfulness, cleanliness, free- dom from germs. It means a beer that cannot cause biliousness. It is purity, above all, that makes e Schlitz so important. The Beer 4 That Made Milwaukee Famous. comicbooks.com