Judge, 1916-09-16 · page 19 of 28
Judge — September 16, 1916 — page 19: what you’re looking at
What you’re looking at
This is a **Schlitz beer advertisement**, not a political cartoon or satire. It's a straightforward product pitch from Judge magazine's advertising section. The ad uses pseudo-scientific reasoning to justify Schlitz's brown bottle packaging. It claims ultraviolet light chemically decomposes beer's protein content (albumin), damaging nutritional value—but brown glass supposedly blocks these harmful rays, preserving the product's quality and purity. The appeal to purity and superior nutritional value was a common beer marketing tactic of this era. The "Beer That Made Milwaukee Famous" tagline references Schlitz's actual historical prominence in that brewing center. The ad contains no satire, caricature, or political commentary—it's a manufacturer's claim about product superiority through packaging design.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
The Ultra Violet Rays of Light which chemically decompose the coloring matter in rugs, causing them to fade, also chemically decompose the protein (albumin) in beer — but not in Schlitz Beer. The Brown Bottle protects it. That’s Why Schlitz in Brown Bottles is so superior to beer in light bottles—its nutritive value is unimpaired. Schlitz Is the Only Beer sold nation wide of whose purity you can be absolutely sure. The Brown Bottle keeps it pure. Drink r) Order a Case Today Seply in Brown Bottles See that crown is branded ‘‘Schlitz’? The Beer « That Made Milwaukee Famous comicbooks.com