Judge, 1909-02-13 · page 20 of 20
Judge — February 13, 1909 — page 20: what you’re looking at
What you’re looking at
This is primarily **advertising, not satire**. The page features a Pabst Blue Ribbon beer advertisement disguised as editorial content in Judge magazine. The illustration depicts an elaborate international ceremony or parade with a crowned figure on horseback, crowds, and banners—meant to evoke prestigious international competitions and awards. The accompanying text claims Pabst won at an "International Hygienic Exposition at Antwerp," allegedly beating European beers and earning medals and diplomas. The satirical *framing* (typical of Judge) is subtle: the ad sarcastically presents American commercial superiority as proof of national greatness. The overwrought language about America's "leadership in the march of progress" being "proclaimed in trumpet tones by a congress of nations" inflates a beer competition into a matter of national prestige—mocking both American boosterism and advertisers' grandiose claims. The extensive text listing health benefits (temperance, nutrition, purity) reflects early 20th-century beer marketing tactics before Prohibition.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
America’s leadership in the march of progress has now become something more than a mere patriotic belief. It has not only been conceded, but has been proclaimed in trumpet tones by a congress of the nations of the world. oe ; National pre-eminence has found equal expression and appreciation in international ‘Pabst BlueRibbon The Beer \d abroad have indicated this preference before: but today it stands conclusively proven by the cross of honor and medals illus- trated on this page—trophies of a competition which marks an epoch in the history of brewing. By these decorations, and by the diploma which, secompanied them. the Taternational Hycienic Exposition at Antwerp declares Pabst ibbo: t of the world’s brews— the peer of all ind general excellence. rd lies not alone in the fact that famous American and European beers were entered in the competition, but that Pabst Blue Ribbon was the only beer that successfully he prescribed teats. iorated: they changed color. or Pabst Blue Ribbon alone showed « perfect score. and thus proved itself veritably the one real “Beer of Quality. of Quality ‘This award is no surprise to those who know Pabst: but it is worth pon- dering by those who drink other beers. of none. The perfection of Pabst Blue Ribbon is the logical result of a lifetime devoted to the attainment of perfection in brewin, Pabst Blue Ribboo itious beer because it contains all of the food portion of the barley ¢rains—a result of the Pabst eight day natural malting Pabst Blue Ribbon Beer is an invigorating beer because it contains the tonic properties of the choicest hops. Pabst Blue Ribbon is a pure beer because it is made under perfect con- ditions of care and cleanliness. Pabst Blue Ribbon is the ideal home beverage cause it contains a very small percentage (3..%) of alcohol. “Ie is truly a temperate drink, invigorating and healthful. Made by Pabst at Milwaukee and Bottled Only at the Brewery comicbooks.com