Judge, 1913-03-15 · page 21 of 24
Judge — March 15, 1913 — page 21: 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 claim—that beer exposed to light for five minutes becomes "undrinkable"—is attributed to the "Wahl-Henius Institute of Fermentology," presented as authoritative opinion from "one of the most renowned scientists in the world." The satire targets **brewing industry marketing practices**: Schlitz is essentially admitting that American brewers use clear bottles (which allow light damage) because consumers prefer them, despite the purity problem. Rather than improve their product, Schlitz simply switched to brown bottles and marketed this as a scientific solution. The "joke" is the transparent self-promotion dressed up in pseudo-scientific language—the advertisement announces it's "not our statement" while obviously being Schlitz's statement. For modern readers, this exemplifies **early 20th-century advertising's dubious use of scientific claims** to justify product choices, a practice that remains familiar today. The surrounding humor pieces on the left are unrelated collegiate jokes.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
er Exposed The Old Story. ’ to Li ght for ter oved hie givt'eo tha be kee "| 5 M I nute Ss Becomes She said, 1 want you = To stop that, P. D. Q., . n love you only as a sr.’” : fan ae » Vndrinkable A Bare Suggestion.— Young lady (with = family album open on her lap)— You f; : know, we can trace our family line right 5 This is not our statement, but back to Eve. Z > ei Young swain (eagerly) —Let’s turn the deliberate opinion of one of 7 aaa cosh wrats a ne S the most renowned scientists in the erly this year : ' hash . world. Read the entire statement: “Another one of those forced Marches, eae Williams Purple Cow. “We have tested beers repeatedly, placing the bottles in the direct sunlight, and testing the same after one, two, three and five minutes exposure, found that the beer with three and five minutes exposure became undrinkable on account of the peculiar odor developed. The detrimental effect of light upon beer can be successfully counter- acted by the employment of brown or dark colored glass bottles, and such bottles, are therefore, recom- mendable.”— Wahl - Henius Insti- tute of Fermentology. It is not enough that beer be brewed pure, it must be kept pure. Many Americans prefer beer in a light bottle. Most Johnny—Gad, but you chickens wear brewers follow the course of least resistance. your gowns low! ‘ : Chorine—Yes, I almost caught cold in Z Light starts decay even in pure beer. Dark glass the wings last night. — Pennsylvania Se gives the best protection against light. Punch Bowl. Schlitz is sold in Brown Bottles to protect its purity from the brewery to Partially.—‘‘He is interested in the your glass. Eeotucky Whiskey Association, isn't . “I don’t know about the association.”” =< d Ch ‘i < § janford Chaporra 1s branded ** Schlitz.” See that crown or cork Not So Green. Boenoerces” |i! Lala | Whe Beer ea iekedopanimored rar. | Phat Made\Milwaukee Famous. 2 —Tezas Coyote. BAD LEGS Yot Thinking. —She—Don't you simply |¥ ARACOSE VEINS, Mere | ATLANTA'S MILLION DOLLAR HOTEL vee the pains seetiiuce tiredoess and adore germans? cutars ob receipt of stam. ‘8 He (ebecntly)—Yes; they are a hardy, F., 115 Temple St. Springfield, Mass, ‘ ‘ wealthy race.—Cornell Widow. The Stopping ost . DURBAR GEMS Hite at a THE Wonderfally brilliant. Pure white > soneers Constructed by the Oxy-Hydrocen 7 Tourists Pornace. Will cut glass, stand acid [I }>>XG and fre tests like teal diamonds, yA * Colf and “e Auto Roads TERRACE Have no foil of backing. Set only Fine Each night I set the faithful clock tn 14k Gold Mousiags. Brisa Climate | Offers the Best In Hotel Life 27-M Ne aranteed 25 _s wound her spring a few notches; rat on Aporeval or by resistered ut no matter how late brwolea tially rons sed I would sit up and wait, E tory. Send for booklet. Dept. B. fo) She never hatched out any watches. s re, MAIDEN LANE SALES CO. FS —Minois Siren, _ be A In answering advertisements please mention JUDGE. It will be appreciated. comicbooks.com