Judge, 1907-08-24 · page 11 of 16
Judge — August 24, 1907 — page 11: what you’re looking at
What you’re looking at
This is primarily **advertising content, not satire**. It's a Schlitz beer advertisement from Judge magazine promoting the brand's purity and quality. The ad makes health claims typical of early 20th-century beer marketing—positioning beer as both a "food and tonic" with medicinal benefits. It emphasizes Schlitz's superior manufacturing practices: extended aging, cleaning, filtering, and sterilization to ensure "absolute purity." The messaging reflects contemporary concerns about contaminated food and beverages (pre-FDA regulation era) and positions Schlitz as the safer, more scientifically-produced choice. The tagline "The Beer That Made Milwaukee Famous" was Schlitz's actual slogan during this period. The decorative art-nouveau border with hops imagery is typical Judge magazine styling. This is straightforward product promotion rather than satirical commentary.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
——— Asa food and a tonic. Every Sz component in beer is good for you. But be sure it is pure, else harm will be mixed with its healthfulness. Beer aged insufficiently causes bilious- ness. That is why all Schlitz beer is aged for months in our cooling rooms. Beer that’s impure—not clean, not fil- tered, not properly sterilized—should be avoided. | That is why we spend more to insure absolute purity than we spend on anything e else in our Te brewing. The Beer That Made Milwaukee Famous. |