Judge, 1915-09-04 · page 23 of 27
Judge — September 4, 1915 — page 23: what you’re looking at
What you’re looking at
This page is primarily a **Schlitz beer advertisement** disguised as editorial content in Judge magazine. The left column contains humorous short stories ("Stories with Smiles"), but the dominant right side promotes brown bottle beer. **The "Idol" Being Shattered:** The advertisement attacks the American brewing industry's standard practice of selling beer in clear glass "light bottles." Schlitz claims these bottles allow light exposure, causing beer to become "skunky and impure." **The Sales Pitch:** Schlitz positions its brown bottle as the superior alternative—the "only true defense of beer purity." The ad suggests even competing light-bottle brewers recognize brown bottles' superiority but resist change out of inertia. **Historical Context:** This reflects early-20th-century beer marketing competition. The ad's logic—that brown glass protects beer from light degradation—is actually scientifically valid, though presented as revolutionary insight rather than established knowledge. **For Modern Readers:** This exemplifies how vintage magazines blurred advertising and editorial content, and how companies claimed moral/scientific authority to differentiate products in competitive markets.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Stories with Smiles Her First Concern The waitress was pretty and conscious of tb fe oc was frivolous and forward. Ue ty tough to be penned up here on a ga by ke thi ,” the diner observed. *y be 1,” the girl returned. . | are too good-looking to be doing Shattering An Idol Until Schlitz adopted the Brown Bottle, the American public drank light bottle beer, work.” voy git raised her brows. “Have you never thought of bettering — yout condition?” fae x A ated | ZO YeFally warm in here.” not realizing the danger of its becoming = “Ub, buh” scrumty atmos skunky and impure. y “Don't you suffer from the stuffy atmos- lis Schlitz has shown the public the way. The i Half closing her bright eyes and assuming apensive air the girl tartly replie “No; only from the hot air. Brown Bottle is the only true defense of beer purity. Exchange. How He Got Even A busy housewife came into the sitting- room with a determined look in her eyes. “] really shall have to punish those | children,” she began. The Brown Bottle is the Best Known Container for Beer “What have the little beggars been up to wow?” asked father, looking up from his newspaper. ‘ “Why, they’ve made a mess of my sewing- room,” explained the wife. ‘Needles, reels i of cotton, scissors—everything has been be —recognized even by the light bottle brew- ers, who continue to follow the lines of least resistance, not realizing the inevitable elim- ination of the light bottle. Beer is saccharine, and the slightest taint ruins its healthfulness. Schlitz in Brown Bottles is pure and whole- some—no better beer brewed, and it costs no more than light bottle beer. hidden away in the most unexpected plac Itis really exasperating.” Her husband laid down his paper and smiled benignly. “I did that,” he said, calmly. Then, in answer to a questioning look, he went on: “You tidied up my desk so beautifully the | other day that I thought it only fair. to | retum the compliment. Sol tidied up your | sewing-room.”—Pittsburgh | Chronicle-Tele- graph. So Considerate j It had been their first separation, and during one week the young husband had sent his dear little wife 10 letters, 15 picture postcards and four telegrams. Why, then, this touch of coldness in her welcome on his return? “Dearest,” he whispered, as he drew her tohis manly bosom, “what is wrong? What have I done to upset my little ducksy- wopsy?”” “Oh, George,” she replied in broken tones, “you didn’t send me a kiss in your | seventh letter!” George thought like lightning for a mo- ment before he replied: “Iknow I didn’t, petsy, but I had steak and onions that night for supper, and you wouldn't like me to kiss you after cating e BeerThat Made Milwaukee Famous Telegraph. WANTED—AN IDEA! WHO CAN THINK OF SOME simple thing to patent. Protect your ideas, they may bring The Anti-Tipper you wealth. Write for “Needed Inventions” and “How to Get ree ~ . Yon Ps and Yo M Randolph & Co., Patent Attor- Dr. William Lynd Stevenson, president of — [Seer Hist sod Your Moos, tandoln a the Anti-Tipping League of Idaho, said at a “I visted Now Ver ts LB ‘ 2 fine Hotel there—Sq a day, in fat sXIAMONDS CREDIT & = See that crown is branded “Schlitz” Order a case today Write Moving Picture Plays ach. Constan r ; Poa ice. Correapendence couree KOF REGUIRED. Devancs Pact 2TLAs PUnLISHING CO. 70 Atiaa Baihéing Cincinnati, Onto up at a fine hotel there—$4 a day, in fact, for room and bath. But what service! | went into the hotel restaurant the evening of my arrival to order dinner. I LET us send you any Diamond you may select from our cat logue so you may be convinced that our IMPORTER: offer you @ great saving. GREAT NEAR SPRIN A “Its purity has made It fai We the cave of six class stoppered b how easy it is lor vou to own SN LAME, SEW TORE CITY. comicbooks.com