Judge, 1908-07-04 · page 11 of 16
Judge — July 4, 1908 — page 11: what you’re looking at
What you’re looking at
This is primarily a **beer advertisement** using historical revisionism for marketing. The left side presents a highly selective portrait of Thomas Jefferson, selectively quoting his writings and actions to argue that beer consumption is patriotic and healthful. The ad claims Jefferson advocated brewing as "aid to agriculture and national temperance," purchased alcohol for Revolutionary soldiers, and enjoyed "cakes and ale" — concluding that his example "irrefutably prove[s]" beer doesn't harm "mind or body." The right side advertises Budweiser as "THE KING OF ALL BOTTLED BEERS" from Anheuser-Busch Brewery (St. Louis). **The satire/persuasion**: By wrapping beer sales in Founding Father patriotism and pseudo-historical authority, the ad attempts to position Budweiser as wholesome, American, and historically validated. This reflects early-1900s marketing tactics before modern advertising regulations.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Thomas Jefferson ‘Third President of ibe Uaited States MERICA has furnished to the world the most conspicuous Apostle of Personal Liberty that ever lived. The Declaration of Independence (the creation of his genius) is an eternal monument to his fame—more en- during than statues of marble or bronze. As a statesman in Congress he advocated the brewing industry as an aid to agricul- ture and national temperance; and upon several occasions he bought and freighted rum, wine and whiskey to the brave soldiers of the Revolution. He himself declared that the juice of the malt was never absent from his board. Thomas Jefferson was a splendid athlicte, a crack shot; and in his prime at the old Raleigh tavern he. delighted to enjoy his “cakes and ale’—dancing half the night with the fair maids of old Virginia. At eighty-three he died, regretted by the nation he helped to create. His deeds and written thoughts absolutely and irrefutably prove that good malt heer is not injurious to mind or body. "The We y Paul Lester Pord, Vol 2, page 329: Vol. S, page Budweiser IRECT into your home it comes —a square and honest product —foaming, sparkling and alive with the true recreative energy and filled with the power of both sun and soil. “Budweiser” flowing melodiously from the bottle is a wondrous, pleasant drink. How delightful — the penetra- ting odor of hop gardens—the subtle fragrance and charm of barley fields in harvest time. THE KING OF ALL BOTTLED BEERS Bottled Only at the ANHEUSER-BUSCH BREWERY St. Louis, Mo. For Sale at All Hotels, Clubs and Bars comicbooks.com