Life, 1897-06-24 · page 19 of 21
Life — June 24, 1897 — page 19: what you’re looking at
What you’re looking at
This is primarily a **Pabst beer advertisement** disguised as editorial content in Life magazine. The main image depicts a patriotic scene with an American flag and figures suggesting naval/maritime themes, connecting to the text's metaphor comparing the human body to a ship needing a "tug-boat" to function properly in summer heat. The ad promotes "Pabst Malt Extract" as a health tonic for summer fatigue, claiming it restores strength to depleted nerves, muscles, and mind. A testimonial from "W.R. Franklin, M.D." endorses it as superior to other products he's used in fourteen years of practice. The patriotic imagery and "Perry's Victory" reference (likely the 1813 naval battle) lend nationalist credibility to the product. This reflects early-20th-century advertising practices where breweries marketed malt extract as medicinal tonics to circumvent or appear respectable within increasingly restrictive alcohol regulations.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
PERFECTION IN BREWING IS REACHED IN AMERICA Take Up the Slack! n body in the heat of summer may be likened to a ship he cannot make port without the little tug-boat, which, catching her er loose cable, pulls gently, but gradually, and taking up the slack, brings her safely to the doc! The nerves, the muscles and the mind in summer are at the slack of their cables, yet the cares of household or business may increase. That famous little tug, PABST MALT EXTRACT, The “Best” Tonic, ight hold of the loosened ropes, gently gives new action and and draws one through the critical months to fresh and vi- brant life. Cool, foaming and full of rejuvenating influences, it makes the relaxed forces taut and strong. ~ Pabst Malt Extract #s The “Best” Tonic. PERRYS VICTORY Pati seed aS ZA THE BEST IN FOURTEE! YEARS. It gives me pleasare to endorse your Rest" Tonic asthe best malt extract I have used in my four- teen yearn’ practice. I have prescribed it for my pay ut never waaso fally con- vinced of {ta merits as when I tried it myself this summer for dyspeptic and stomach tro continae to prescribe “* Best” Tonic to my patien| W.R. FRANKLIN, M.D, Rockford, II1., Jaly 3, 1996, BINNER CHICAGO