Judge, 1916-10-14 · page 21 of 28
Judge — October 14, 1916 — page 21: what you’re looking at
What you’re looking at
This is a **full-page advertisement**, not a cartoon or satirical content. It's a Schlitz beer ad that cleverly uses photography science to market brown bottles. The ad exploits contemporary amateur photography knowledge (popular in the early 20th century) to justify why brown bottles preserve beer better than clear ones. The reasoning: photographers know red/brown wavelengths block ultraviolet light that would damage sensitive materials—therefore, brown bottles must protect beer's quality similarly. This is pseudo-scientific marketing disguised as educational content. Modern readers might recognize it as an early example of using technical jargon and indirect reasoning to sell a product. The actual reason breweries used brown bottles was primarily to prevent "skunky" flavor from light exposure, but the ad frames it through an analogy amateur photographers would understand and trust. The tagline "The Beer That Made Milwaukee Famous" references Schlitz's actual prominence in that brewing center.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Every Amateur Photographer Knows that the sensitive paper on which photo- graphs are printed may be safely handled in orange light—no chemical change oc- curring—but daylight is ruinous. He also knows that anything red has the power to absorb actinic (ultra violet) rays of light. Brown is a combination of red and (orange) yellow and black (the negation of color). Schlitz Brown Bottle is reddish brown—that’s why light can neither work a chemical change, destroy- ing the wholesomeness, nor impair the nutritive value of Schlitz beer. That’s why Schlitz beer in Brown Bottles is so superior to beer in light bottles. It is made pure and kept pure by the Brown Bottle. Drink e@ Order a Case Today Spl in Brown Bottles See that crown is branded ‘‘Schlitz?? The Beer 119-Mag. That Made Milwaukee Famous comicbooks.com