Judge, 1916-06-10 · page 19 of 28
Judge — June 10, 1916 — page 19: what you’re looking at
What you’re looking at
This is primarily a **Schlitz beer advertisement**, not political satire. It presents itself as scientific education to justify a marketing claim. The "joke" or selling point: For years, breweries couldn't explain why light-exposed beer tasted bad. Now "science" (claims the ad) has revealed ultraviolet rays damage the beer's protein. The solution? Schlitz's brown bottles provide protection. This is **pseudo-scientific marketing**—using the authority of "science" to justify why their product works better. The ad assumes readers will find it clever that the mystery is finally solved, making brown bottles seem like the rational choice. No identifiable figures or political references appear. This is straightforward commercial persuasion dressed up as educational content, typical of early 20th-century advertising in magazines like *Judge*.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
For Many Years No One Knew Why Light Spoiled Beer Science declares now that it is the ultra violet rays of light (the short rays) that decompose the protein (albumin) and ruin the wholesome- ness of the beer. The only adequate protec- tion is the Brown Bottle. That’s why Schlitz in Brown Bottles tastes so good — its nutritive value is unimpaired. Order a Case Today @ See that crown is branded ‘*Schlitz”” in Brown Bottles fom lag. That Made Milwaukee Famous. comicbooks.com