Life, 1897-03-25 · page 19 of 24
Life — March 25, 1897 — page 19: what you’re looking at
What you’re looking at
This is a **Pabst Malt Extract advertisement** disguised as editorial content in *Life* magazine. The ad uses a narrative format where a Native American man (labeled "Pocahontas," though the figure appears masculine) encounters another man who has recovered from illness through Pabst Malt Extract. **The satire/messaging:** - The ad claims malt extract cures sickness and restores vigor - A doctor's testimonial (John T. Simpson) endorses it as the "cleanest" and "purest" tonic - The Native American figure represents exotic authenticity and natural health—a common advertising trope of the era **Historical context:** Malt extract was marketed as medicinal during Prohibition, allowing breweries to continue operating. The image exploits both racist stereotyping and nostalgic "noble savage" imagery to sell a health product. Modern readers should note: such medical claims are now illegal, and the racial caricature reflects deeply problematic advertising practices of that period.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
PERFECION IN BREWING I met him sturdily trudging along, Fe) his color good, his clear eyes having that tranquil steadiness which speaks REACH ED of strength and great reserve power. “I thought you were flat on your back,” I said. “I was,” he answered, | IN | but as soon as the crisis came, I began | totake AMERICA PABST MALT EXTRACT, THE “BEST” TONIC. It put new life into me, brought back color, appetite, strength and health. It’s marvelous for building one up af- ter sickness. It gives vim and bounce, T tell you.” “L have taken time to give PABST MALT EXTRACT, The “Best” Tonic,a properexaminationyandam pleased to inform you that I think it is the cleanest, chemically the purest and in sickness the best I Dy yyy ever used,” JOHN T. SIMPSON, M.D. President International Medical Fartiament, itl y ‘hl lh. : | See { tas ay HENS 4 \ M\ | | P ft " NUTT PBR a a POCAHONTAS