Life, 1907-11-14 · page 20 of 20
Life — November 14, 1907 — page 20: what you’re looking at
What you’re looking at
This is a **Schlitz beer advertisement**, not a political cartoon. The page from *Life* magazine (dated November 14, 1908, based on the header) is a full-page commercial promoting Schlitz as "The Beer That Made Milwaukee Famous." The ad emphasizes purity and quality control as Schlitz's competitive advantage, claiming the brewery spends more on "cleanliness, filtering, aging and sterilizing" than other brewing costs. It appeals to "careful people" worldwide who allegedly consume over 1.5 million barrels annually. The decorative border features hop plants (a brewing ingredient), and the text instructs consumers to verify authenticity by checking that bottle corks bear the Schlitz brand. For modern readers: this reflects early-20th-century advertising strategy emphasizing industrial hygiene and scientific brewing during an era when food safety and product purity were genuine consumer concerns. There is no satire present—this is straightforward commercial messaging.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
ON Was | SS And over—the brewers of Schlitz beer have aimed mainly at purity. The quality is the highest obtainable. It is deemed so important that a partner in our business selects the materials. But the supremacy of Schlitz lies in its absolute, purity. On cleanliness, filtering, aging and sterilizing we spend \ more than on all other costs of our brewing. That is why careful people, the world over, drink more than a million and a half barrels annually of Schlitz. ‘| That is why the home beer is @ 4 f i Ask for the Brewery i Bottling. if See that the cork or Th e B e e r crown is branded Schlitz. That Made Milwaukee Famous. a comicbooks.com