Judge, 1911-11-04 · page 21 of 24
Judge — November 4, 1911 — page 21: what you’re looking at
What you’re looking at
This page mixes beer and whiskey advertising with short satirical jokes typical of Judge magazine's format. **Main Content:** A large Schlitz beer advertisement argues that brown bottles protect beer from light damage, contrasting with competitors who use light bottles for convenience. The ad emphasizes Schlitz's century-old reputation and massive production ("a million barrels a year"). **The Humor:** Short jokes scattered throughout mock everyday absurdities—a church tower with scaffolding for nearsighted people wanting to see the time; a woman using a child in divorce proceedings for higher alimony than a poodle; a poet demanding advance payment before writing "happy" verses; women avoiding a club outing because they fought the previous year. **Secondary Ads:** Old Overholt Rye whiskey advertises government-supervised quality since 1810. **Context:** This reflects pre-Prohibition era advertising (likely 1910s), when beer and liquor ads appeared freely in magazines. The jokes represent Judge's characteristic style: brief, cynical observations on marriage, greed, and human nature rather than political satire.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Many Americans prefer beer in a light bottle. Most brewers follow the course of least resistance. Light starts decay even in pure beer. | Dark glass gives protection against light. et TRUE KINDNESS. tee “What have they put up that scaffolding del around the church tower for?" = “it's for shortsighted people who want to | Schlitz is sold in brown bottles, to protect know the time."'"—Pele Mele. | its purity from the brewery to your glass. A child comes in handy when a fash- 7 ‘ : ionable lady wants a divorce; it always The first Schlitz was brewed in a hut over commands more alimony than a poodle tar . dog.—Louisville Courier-Journal. 60 years ago. “We're going to give Brown a sur- Now our agencies dot the earth. Our output Bat I thought you had no use for | exceeds a million barrels a year. ar taven't That's why I’m getting If you knew what we know about beer, you Pabesurprise party for him.""—Detrot | Would say, “Schlite—Schlitz in Brown Bottles.” Order a case from your dealer today. See that crown or cork is branded “Schlitz.” L ple inl The Beer of That Made Milwaukee Famous Auld Lang Syze” fill the glasses with 4 “‘Do you always leave cards when you <o j | cape?” I} i 1 Old Overholt Rye Ws; soinetitaes. T Téave “at come 6 53 «Same Tin 100 yours? | brella."*—Red Hen. Bottled in bond from charred oak a i Is under government su- Pervision since 1810—always uniform, rich and pure. It’sa whiskey you'll like— insist on getting it || A. Overholt & Co, Pittsburgh, Pa, “‘Now, I want something in your hap- | piest vein,”’ said the editor. “‘Better pay me in advance, then,’’ declared the poet.— Washington Herald, a “4 g Some fellers keep continually borrow- a ing five dollars and paying you back; Fint club woman—" No, I'm not going to the Annual | others save you a lot of trouble by keep- Dae eer mite art, Det me! beside the ing the first five dollars and cailing it Second club woman That's just my experience. We square.—Louisville Courier-Journal. rere siting together last year, weren't we.—Lenden In answering advertisements please mention JUDGE. It will be eppreciated. comicbooks.com