Judge, 1912-12-14 · page 26 of 26
Judge — December 14, 1912 — page 26: what you’re looking at
What you’re looking at
It advertises James E. Pepper whiskey "Born With The Republic" and "Bottled in Bond." The ad claims endorsement by 37,814 doctors—a composite of physician letters displayed on the map of the United States shown in the image. **The satirical element**: This reflects the **pre-Prohibition era** (before 1920) when alcohol was legally marketed as medicine. Manufacturers routinely claimed medical endorsements to boost sales. The ad's emphasis on "clinically pure" and physicians' support exploits a common marketing tactic of the time—using pseudoscientific medical claims to legitimize alcohol consumption. The warning at bottom about "dishonest dealers" and substitution reflects genuine concerns about product authenticity in an unregulated market. **For modern readers**: This represents how differently alcohol was marketed before Prohibition, when whiskey was openly sold as a health product with dubious medical backing.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
“ae PAN an - - DWiedy TASS ale 4 de) ? “ “ “ VAouy Ws” ye pe ee. Ae [ va , y Evitorsed as Chi ly —_ 4 4 s , A} \ ‘ Born With iS Thee Republic’ | ‘BOTT m BON)! janes PEPPER | You are cautioned to look for this pack: Dishonest dealers have been known to substitute inferior and unsatisfactory ls. Uf your dealer attempts substitution— teus. We send 4 full quarte—chargcs paid—thru our nearest distributor—for $5. Satisfaction quarant: . ‘or money rel THE JAMES E. PEPPER DISTILLING COMPANY ‘oneer Distillers ped ROL DAL, = Son Pays Sew? Se, SSS LI IO * A composite of the letters of 37,814 physicians—on file in our offices. comicbooks.com