Life, 1908-02-27 · page 17 of 20
Life — February 27, 1908 — page 17: what you’re looking at
What you’re looking at
This is a **Schlitz beer advertisement**, not political satire or a cartoon. The page appears from *Life* magazine's advertising section. The ad promotes Schlitz beer—"The Beer that Made Milwaukee Famous"—by emphasizing **purity as a selling point**. The copy argues that while good materials (barley, hops, yeast, water, brewer skill) make beer acceptable, **purity is what truly matters** and justifies premium pricing. The advertisement reflects early 20th-century beer marketing strategy, likely targeting health-conscious consumers. The claim that Schlitz "doubles the necessary cost" to ensure purity was an actual marketing tactic of the era. The instruction to verify the cork or crown is branded Schlitz addresses consumer concerns about counterfeits. No satire or political commentary is present—this is straightforward commercial advertising emphasizing product quality and brand authentication.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
rials; to the barley, the hops, the yeast and the water. And to the skill of the brewer. All that money and skill and care can accom- plish is done to make Schlitz beer good. But greater than goodness is absolute purity. That is the rarest quality in beer, the most impor- tant and the most expensive. We double the necessary cost of our brewing in order that Schlitz beer shall be pure. The best of materials help to make the beer good. But purity does more. It makes Schlitz od * good for Ask for the Brewery Bottling. See that the cork or crown ts branded Schlitz. hat Made Milwaukee Famous. comicbooks.com ver [Ne Se OF