Life, 1907-07-11 · page 24 of 24
Life — July 11, 1907 — page 24: what you’re looking at
What you’re looking at
This is a **Schlitz beer advertisement**, not a political cartoon. It's a straightforward commercial pitch from the early 1900s targeting consumers during the pre-Prohibition era. The ad emphasizes "purity" as the defining quality of Schlitz beer—a major marketing angle of that period. The claim that pure beer "does not cause biliousness" reflects contemporary anxieties about contaminated beer and food safety (relevant context: food and beverage regulation was still developing). The decorative hop imagery frames the message as premium. The assertion that Schlitz spends more on purity than any other brewing cost is boastful advertising designed to position the brand as superior and health-conscious. The instruction to verify the "Brewery Bottling" with branded cork/crown indicates concerns about counterfeit products—a real problem before modern quality control. This was "the beer that made Milwaukee famous," Schlitz's signature slogan emphasizing the brewery's regional prestige and Midwestern brewing heritage.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
@ vo! Among the best beers, the differ- ences are not largely due to materials. ’T would be folly to skimp there. Most differences in taste are due to the skill, or lack of skill, in the brewing. And to the yeast. But quality refers, above all, to the purity. Pure beer has no germs in it, and it does not cause bilious- ness. It is not only good, but good for you. Purity is rare because it is costly. And because its lack is not easily noticed. But in Schlitz beer it is the first requirement. We spend more to attain it than on any other cost of our brewing. The Beer | ©6That Made Milwaukee Famous, Ask for the Brewery Bottling. See that the cork or crown ts branded Schlitz. PRESS OF REDFIELD BROTHERS. NEW YORK comicbooks.com