Judge, 1908-03-14 · page 11 of 16
Judge — March 14, 1908 — page 11: what you’re looking at
What you’re looking at
This is a **Schlitz beer advertisement**, not a political cartoon. It appeared in *Judge*, a satirical magazine, but functions as straightforward commercial promotion rather than satire. The ad emphasizes **health and safety claims** — purity, sterilization, filtered air, and aging to prevent "biliousness" (digestive upset). This messaging reflects early 20th-century marketing that positioned beer as a safe, controlled product comparable to food safety. The decorative hop motifs frame the text. The tagline "The Beer That Made Milwaukee Famous" references Milwaukee's prominence as a beer-brewing hub. For modern readers, the health claims appear quaint; today's beer marketing focuses on taste and lifestyle rather than medical benefits. The emphasis on germfree production reflects pre-refrigeration anxieties about contamination.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Let your home beer be Schlitz because of its purity. Get the good without the harm. In our brewery, cleanliness is carried to ex- tremes. Even the air in our cooling rooms is filtered. Every bottle of Schlitz beer is sterilized, to insure freedom from germs. And all Schlitz beer is aged for months, so that it cannot cause biliousness. | Be as careful of your beer as you are of your food. Order Schlitz and be sure of it. See that the cork or crown ts branded Schlitz. The Beer That Made Milwaukee Famous. comicbooks.com Ash for the Brewery Bottling. |