Life, 1903-09-03 · page 32 of 32
Life — September 3, 1903 — page 32: what you’re looking at
What you’re looking at
This is primarily a **beer advertisement** disguised as conversational satire, published in *Life* magazine on September 3, 1903. The "joke" presents a smug host lecturing a visiting skeptic about why Schlitz beer is superior—claiming it's medically endorsed, hygienically produced (filtered water from 1,400 feet deep, Pasteur's sterilization process), properly aged to avoid causing illness, and costs no more than inferior competitors. The satire targets **exaggerated health claims** common in early 1900s advertising. The host's pseudo-scientific explanations—invoking physicians and Pasteur's name—parody how manufacturers used emerging germ theory to market products. The visitor's progressively convinced responses mock consumer gullibility. The tagline "The Beer That Made Milwaukee Famous" references Milwaukee's actual dominance in American beer production, particularly Schlitz's genuine market success (the ad notes "over a million barrels annually"). This represents how *Life* magazine sold advertising space through comedic framing—the satirical setup makes the pitch entertaining rather than overtly commercial.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Visitor: “Does your whole family drink beer?" Host: “Just Schlitz beer—no other. Our physician says that Schlitz beer is good for them,” Visitor: “Why Schlitz beer and no other?” Host: “Because Schlitz beer is pure. There are no germs in it. Schlitz beer is brewed in absolute cleanliness, and cooled in filtered air, The makers go down 1400 fect for the water they use in it. They filter the beer, then sterilize every bottle— by Pasteur’s process—after it is sealed Visitor: “But beer makes me bilious.”” September 3, 1903. Host: “Schlitz beer will not, that’s another advantage. Biliousness is caused by ‘green’ beer —beer hurried into the market before it is suf- ficiently aged, Schlitz beer is aged for months in refrigerating rooms before it is bottled.” Visitor: “And what do you pay for it?” Host: “Just what you pay for other beer. I secure the most careful brewing in the world for you pay without it. I get a beer that costs as much as common beer in the brewing mply demanding Schlitz.” Visitor: “I'll do that next time.” Host: “Yes, and ever afterward, People are learning these facts, and Schlitz sales now exceed . a million barrels annually. Ask for the 4 brewery bottling.” The Beer That Made Milwaukee Famous comicbooks.com