Judge, 1916-08-19 · page 19 of 28
Judge — August 19, 1916 — page 19: what you’re looking at
What you’re looking at
This is a **full-page advertisement**, not satire or political commentary. It's a Schlitz beer marketing pitch using a nostalgic, maternal appeal. The ad compares beer preservation to how mothers stored fruit in dark cellars—positioning the brown bottle as protective packaging. The argument: light damages beer's nutritional value through chemical changes, just as it spoils fruit. Schlitz claims its brown bottles uniquely preserve quality "from the brewery to your glass." The tagline—"The Beer That Made Milwaukee Famous"—references Milwaukee's historical dominance in American beer production during Prohibition's end (1930s context likely). For modern readers: This represents vintage advertising's credibility-building through pseudo-scientific explanation and domestic nostalgia, appealing to consumers' trust in traditional preservation methods. The emphasis on "nutritive value" reflects Depression-era health marketing.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Remember how your mother always kept her fruit in a dark place in the cellar? Why? Light starts a chemical change in fruit, rendering it unfit for use. The same way with beer. The ultra violet rays of light start chemical changes that impair the nutritive value. In Schlitz this nutritive value is unimpaired —light cannot harm it. The Brown Bottle keeps out the light and protects it from the boewery to your glass, hat’s why it tastes so good. Order a Case Today in Brown Bottles | Sce that crown is branded “'Schlitz’* e Beer wm. That Made Milwaukee Famous comicbooks.com