Judge, 1913-01-11 · page 20 of 24
Judge — January 11, 1913 — page 20: what you’re looking at
What you’re looking at
This page is dominated by a **Schlitz beer advertisement** disguised as scientific endorsement. The central image shows a beer bottle held aloft like a trophy or religious relic. The ad's argument: citing a German scientist ("G. Beck, Bierbrauer, 1881"), it claims beer in **light bottles deteriorates faster than dark bottles** when exposed to sunlight. Therefore, Schlitz's brown bottles protect purity—positioning the packaging choice as scientifically proven rather than marketing. This represents early **advertising strategy using pseudo-scientific authority** to justify product features. The repeated rhetorical question "Why don't you make Schlitz in Brown Bottles your regular beer?" transforms a technical claim into brand loyalty. The tagline—"The Beer That Made Milwaukee Famous"—leverages Milwaukee's actual dominance in American beer production during this era. The page's remaining content (hotel ads, poetry, society notes) is typical Judge magazine filler, but the Schlitz ad occupies premium space, reflecting beer's cultural prominence and advertising investment in this period.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Read every word in this opinion. Remember it is not our statement, but the deliberate opinion of a great scientist working for perfection in beer. Pure beer is food and tonic. G. Beck (Bierbrauer, 1881, No. 8) finds that “beer in light bottles deteriorates more quickly than beer in dark bottles when exposed to the direct sunlight.” His tests were continued for three weeks and proved that beer in light bottles had acquired a very disagreeable, nasty taste and flavor and was unfit for consumption. The Brown Bottle with Schlitz is not a fad. Its use is based on scientific principles. We have adopted every idea, every invention, every innovation that could make for purity. Schlitz is sent to you in Brown Bottles to protect its purity from the brewery to your glass. Why don’t you make Schlitz in Brown Bottles your regular beer? See that crown or cork is branded “* Schlitz.” Chestnut and Twenty-Second Streets, PHILADELPHIA, PA. A Refined Mome-like Motel, Catering to Dis- qriminating Transient and Permanent Guests. Located in the very heart of Philadelphia's most select residential section, yet within ten minutes’ walk of the railroad stations, shop- ping district. and theatres. ‘An exclusive cafe—cuisine and service of the highest standard. EUROPEAN PLAN, AMERICAN PLAN, $1.80 perdayandup. —_ $4.00 per day and up. R.VANGILDER - - - Manager ‘diamonds. paste, fol or ome See ‘ga init karat bobd old cious synthetic air Cuarariteed Smarr agra an imitation and to contain no qiass. gent G-0.D, subject to examination today for our é-color eatalog DeLuxe, t'atree, RY ‘Remod Jeweky Co., 626 Washington Ave., St. Lows Press Cutting Bureau | willeend you all newspaper clippings which may appear about you, your or any subject on which you may want to pay 1 periodical of importance ‘ope is searched. Terms, Romeike, 106-110 Seventh | Avenue, New York. never conceding anything. All day they have to quarrel and scrap and scheme and spar and parry and thrust, and so, when they get home at night, they are only too anxious to lay that sort of thing aside, to leave all belli- cosity at the office under lock and key. Accordingly, in their domestic life, it is their delight to make all possible concessions. Really, the danger is that they will become too agreeable. A lawyer's wife is al- ways liable to be spoiled from/over- coddling. Do you see how it works?” “That's very interesting,” agreed the lady who was dealing. ‘‘Perhaps you're right, after all. I never thought of it in that light. Maybe I'll choose a lawyer myself next time. You know, I married a poet before. I'll bid one no-trump.”” Nature Sonnets. (By the Village Poet.) A tiny snowflake came to-day at morn; It was so tiny, one could scurcely see It’s comin’. Then soon follered two or three, Till by an’ by a white showed on the lawn, And ere we knew a reg’lar snow storm was born. It was the first snow of the idle year, An’ it was gladly welcomed far an’ near, Except one person held it up to scorn— One person only, he a man profane, Who loves not nature nor the dainty snow, Who curses awful at the sight of rain, An’ who would send cold weather fur below. You see, he drives to meet the daily trai O’er hill an’ dale, some twenty miles or so. Joe Cone. Egg View Note. Ambrose Crosslots says: ‘‘Fellers are funny. Some of them go around with their hands in their pockets, and others wear diamond rings.” The Attraction. Madge—"*Did you have a good seat at the opera Marjorie—'‘Lovely! We were neat enough to one of the boxes to hear every word the society people said.” Sliced Oranges with a dash of Abbott's Bitters are appetizing and healthful. Sample of bitters by mail, 25 cts. in stamps. C.W. Abbott & Cow Baltimore, Md. In answering advertisements please mention JUDGE. It will be appreciated. comicbooks.com