Judge, 1936-12 · page 2 of 53
Judge — December 1936 — page 2: what you’re looking at
What you’re looking at
# Schlitz Beer Advertisement This is primarily a **beer advertisement**, not political satire. It's a vintage Schlitz brewery ad that uses health claims to market beer year-round. The ad contrasts summer and winter activities: swimmers enjoying "sunny summer health" versus couples in winter clothing drinking beer for "health with enjoyment." The central claim is that Schlitz beer contains "Sunshine Vitamin D," supposedly providing health benefits otherwise lacking in winter months when sun exposure decreases. This reflects **1940s advertising practices** where health benefits were routinely claimed for consumer products. The "Sunshine Vitamin D" branding was marketing strategy capitalizing on contemporary nutrition awareness. The tagline promises Schlitz as "The Beer That Made Milwaukee Famous," positioning it as a wholesome product for year-round consumption.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
‘© help retain the peak of sunny sum- mer health—to help maintain rugged resistance to winter colds and sickness— drink Scnuurrz, with Suxsine Vitamin D. As the summer sun heads south; as days grow shorter and stormier—we get less and less of sunshine’s benefits. Likewise, our ordinary foods are lacking in Sunshine Vitamin D, so essential to robust vitality. Scucerz, with SexsineViramin D*, gives you the sunny source of health you need the * Each 12-0unce bottle or can of SCHLITZ contains 100 U.S.P.XI. Units of Sunshine Vitamin D, SCHLITZ brew: er's yeast contains pro- D which isactivated directly by the ultra-violet r the sun to form Vitamin D. jected by U.S. Letters Patent. whole year around. Beer is good for you— but Scurrrz, with Suxsuixe Virani D, is extra good for you. It has all the old-time Scutirz Fravor axp Bovover brewed to mellow ripe perfection under Precise Exzyme Coxrror, with new health benefits ... and at no in- crease in price. Drink Scuritz regularly—every day —for health with enjoyment. Jos. Schlitz Brewing Company, Milwaukee, Wisconsin. comicbooks.com