Life, 1908-05-14 · page 20 of 20
Life — May 14, 1908 — page 20: what you’re looking at
What you’re looking at
This is a Budweiser beer advertisement masquerading as historical content. The left side presents a biographical sketch of Thomas Jefferson, selectively emphasizing his alleged fondness for alcohol: his support for brewing as "national temperance," his provision of rum and whiskey to Revolutionary soldiers, and his declaration that malt beer was "never absent from his board." The advertisement then pivots to the right, using Jefferson's authority as a Founding Father to endorse Budweiser as wholesome and beneficial to "mind or body." **The satire/manipulation:** This exploits Jefferson's genuine stature to legitimize beer consumption during the Progressive Era, when temperance movements were gaining strength. By attributing pro-alcohol sentiments to America's most iconic liberty advocate, Anheuser-Busch attempts to frame beer-drinking as patriotic and philosophically justified. The sourced quotations appear designed to lend scholarly credibility, though the selective interpretation is propaganda rather than honest history.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Chomas Fefferson ‘Third President of the Vaited States MERICA has furnished to the world the most conspicuous Apostle of Personal Liberty that ever lived. The Declaration of Independence (the creation of his genius) is an eternal monument to his fame—more endur- ing than statues of marble or bronze. As a statesman in Congress he advocated the brewing industry as an aid to agriculture and national temperance; and upon several occasions he bought and freighted rum, wine and whiskey to the brave soldiers of the Revolution. He himself declared that the juice of the malt was never absent from his board. Thomas Jefferson was a splendid athlete, a crack shot; and in his prime at the old Raleigh tavern he delighted to enjoy his ‘cakes and ale’ or dance half through the night with the fair maids of old Virginia, At eighty-three he died, regretted by the nation he helped to create. His deeds and written thoughts absolutely and irrefutably prove that good malt beer is not injurious to mind or body. “The Writings of Thomas Jefferson,” by Paul Lester Ford. Vol. 2, page 329;Vol. 6, page S11; Vol. 10, pages 113, 125, %1; Vol. 11, page 488, ete. Morve’s Biography, pages 2 and 8. Shouler's History of U. 8, Vol. 1, page 9. Encyclopedia Americana, Vol. 3—Jetferson.” Budweiser IRECT into your home it comes —a square and honest pro- duct—foaming, sparkling and alive with the true recreative energy and filled with the power of both sun and soil. “Budweiser” flowing melodiously from the bottle is.a wondrous, pleas- ant drink. How delightful—the penetrating odor of hop gardens—the subtle fragrance and charm of barley fields in harvest time. THE KING OF ALL BOTTLED BEERS For Sale by all First-Class Hotels Clubs and Bars Bottled Only at the ANHEUSER-BUSCH BREWERY St. Louis, Mo. PREGS OF REOFIELD BROTHERS. NEW YORK Yol. LI. ‘Comicbooks.com