Life, 1908-08-13 · page 20 of 20
Life — August 13, 1908 — page 20: what you’re looking at
What you’re looking at
This is primarily a **Budweiser beer advertisement** masquerading as historical content. The page uses James Madison (4th U.S. President) to endorse beer by claiming he was "temperate" and drank "good malt beer and wine in strict moderation." The anecdote about Madison calling from his sickbed demanding the doctor pass the bottle is presented as charming rather than problematic—and serves to normalize beer-drinking as patriotic and founding-father-approved. The satire is subtle: Life magazine is using American history and constitutional authority to legitimize commercial product consumption. By framing Budweiser as "the drink of your forefathers" and "the home drink of all civilized nations," the ad conflates nationalism with beer consumption. The page exploits readers' reverence for the founding fathers to sell alcohol—a pitch that would face significant regulatory scrutiny today.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
James Madison (4th President, U.S. A.) N George Washington, the Amerli- can Revolution had its conquering —| general; in John Adams its in- trepid organizer; in Jefferson its bold philosopher; and in Madison its constructive statesman. He it was who caused to be deeply imbedded in our highest law those vital and fundamental guarantees of life, property and Personal Liberty. In private life he was extremely socia! —yet truly temperate—drinking good malt beer and wine in strict moderation. Once, when sick in bed, he caused his couch to be wheeled near the dining- room door, that he might call to his act- ing representative at the festive board: ‘«* Doctor, are you passing the bottle? Do your duty, doctor, or I must cashier youl” Justly named ‘‘The Father of the Con- stitution,’ he died at eighty-five. When shall his name be forgotten? References: Biography by Snyder Howard Gay. Appleton & Harper's Enc, The Federalist Essays. Hunt's Biography, pp. 876, 381, 382, etc. Budweiser HE drink that delights your T =] palate and aids the digestion ~*T of your food. Drink the drink of your fore- fathers; the drink of the noblest men that ever lived; the drink of the great triumphant nations; the pure, nourishing and refreshing juices of American barley fields; the home drink of all civilized nations. THE KING OF ALL BOTTLED BEERS Bottled Only at the ANHEUSER - BUSCH BREWERY St. Louis, Mo., U. S. A. Corked or with Crown Caps. For Sale at All Hotels, Clubs and Bars. "THE WILLIAMS PRINTING COMPANY