Life, 1905-10-12 · page 26 of 26
Life — October 12, 1905 — page 26: what you’re looking at
What you’re looking at
This is a Schlitz beer advertisement, not a political cartoon. The page promotes Schlitz's reputation for purity and quality, claiming 50 years of reputation-building and annual expenditures to maintain standards. The ad boasts of worldwide demand exceeding one million barrels annually, emphasizing that customers want "absolute purity." The advertisement includes instructions to consumers: ask for "Brewery Bottling" and verify the cork or crown is branded—anti-counterfeiting measures suggesting concern about fake products. The tagline "The Beer That Made Milwaukee Famous" connects the product to Milwaukee's brewing heritage. This represents early-twentieth-century advertising emphasizing product reliability and authenticity to consumers.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
-LIFE- | Reputation The Schlitz reputation has been 50 years in building. And we spend fortunes every year— go to the utmost extremes—to maintain it. The result is a world-wide demand, exceeding a million barrels annually. And that demand is for abso- Ask for the Brewery Bottling. lute purity. See that the cork or crown ts branded The Beer That Made Milwaukee Famous.