Judge — August 5, 1916 — page 19: what you’re looking at

What you’re looking at

This page is **not a cartoon or satire** — it's a straightforward **beer advertisement** for Schlitz, a major Milwaukee brewery. The ad makes health claims typical of early 20th-century marketing: it argues that Schlitz's brown bottles protect the beer from light damage and that the beer's carbonation inhibits bacterial growth, making it "safe" drinking water. It encourages daily consumption. The tagline "The Beer That Made Milwaukee Famous" references Milwaukee's historical prominence as a brewing center, particularly due to German immigrant breweries. There is **no political satire or social commentary here**. Judge magazine ran such advertisements throughout its issues alongside humorous content. The health claims, while exaggerated by modern standards, reflect common advertising language of the era before strict FDA regulations on beverage claims.