Judge, 1907-06-22 · page 11 of 16
Judge — June 22, 1907 — page 11: what you’re looking at
What you’re looking at
This is primarily a **Schlitz beer advertisement**, not political satire. The page argues that while beer drinkers have varying tastes, purity should be the deciding factor when choosing beer. The ad's logic: taste is subjective and cultivated, but purity—defined as healthfulness, cleanliness, freedom from germs, and inability to cause digestive upset—is objectively measurable and more important. Therefore, Schlitz's claimed purity superiority outweighs competitors' taste preferences. The ornamental border and formal typography were typical Judge magazine design. This represents early-20th-century beer marketing emphasizing hygiene and health claims, likely responding to contemporary concerns about contaminated food and beverages. The tagline "The Beer That Made Milwaukee Famous" references Milwaukee's historical prominence in American beer brewing. This is commercial advertising rather than editorial satire.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
< Prefer the same beer—that is true.“ 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 Te important. The Beer” dE That Made Milwaukee Famous comicbooks.com