Judge — January 10, 1920 — page 2: what you’re looking at

What you’re looking at

# Analysis This is a **Bevo advertisement, not satirical content**. Bevo was a soft drink manufactured by Anheuser-Busch (St. Louis) marketed as a wholesome, non-alcoholic alternative—likely introduced during Prohibition or as a temperance option. The ad targets affluent men: businessmen, professionals, and athletes (golfers, bowlers, tennis players, shooters, riders). It emphasizes year-round refreshment, health benefits, and physical training. The decorative border features sporting and leisure imagery. There is **no political satire or cartoon** on this page—it's purely commercial advertising. The historical interest lies in how Anheuser-Busch pivoted from beer to soft drinks during the temperance era, and how marketing pitched non-alcoholic beverages to masculine, athletic audiences.