Life, 1908-01-23 · page 17 of 20
Life — January 23, 1908 — page 17: what you’re looking at
What you’re looking at
This is a **full-page beer advertisement**, not political satire. The ornamental Art Nouveau border and "Life" magazine masthead frame promotional copy for Schlitz beer. The ad argues that while beers share obvious qualities, **purity is the hidden virtue that matters most**—distinguishing Schlitz from competitors. The text claims purity is expensive, therefore rare, and crucially, that it prevents "biliousness" (digestive upset), positioning the product as healthful. The phrase "The Beer That Made Milwaukee Famous" anchors Schlitz's brand identity. The ad instructs consumers to verify authenticity by checking the bottle's cork or crown for the Schlitz brand mark. This reflects early-20th-century advertising strategy: emphasizing product purity and health benefits to justify premium pricing in a competitive brewing market.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
There are conspicuous virtues which are quite common in beers. It would be folly for one to omit them. But purity is a hidden virtue most conspic- uous in its after-effects. Without it a beer may still be good to the taste. And purity costs more than all other costs of brewing. That is why it is rare. The distinction of Schlitz lies in its absolute purity. Itis healthful and it cannot cause biliousness. That is a virtue which we deem all-important. Don’t you? Ask for the Brewery Bottling. See that the cork or crown is branded Schlitz. hat Made Milwaukee Famous. comicbooks.com