Judge, 1910-04-23 · page 4 of 24
Judge — April 23, 1910 — page 4: what you’re looking at
What you’re looking at
This is a **Budweiser beer advertisement**, not satirical content. It appeared in *Judge* magazine during the early 20th century. The ad uses Native American imagery to market beer, depicting what appears to be a tribal scene with figures in stereotypical dress around a barrel. The text compares Budweiser's selection as "Chief of all bottled beers" to how American Indians chose leaders based on "valor" and "wisdom." This reflects period advertising conventions that exploited Native American imagery and stereotypes to convey ideas of strength, authenticity, and natural superiority—a marketing approach now recognized as deeply offensive and appropriative. The "Anheuser-Busch Brewery" tagline identifies the St. Louis manufacturer.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Radweiser “The Chief of All” Just as the American Indian chose his chief- tain for deeds of valor in war, and wisdom in times of peace, So has Budweiser, because of its Quality and Purity, been chosen by the American of to- day the Chief of all bottled beers. Bottled only at the Anheuser-Busch Brewery) St. Louis, U. S. A. In answering advertisements please mention JUDGE. It