Life, 1908-09-10 · page 22 of 22
Life — September 10, 1908 — page 22: what you’re looking at
What you’re looking at
This is primarily a **Budweiser beer advertisement** masquerading as editorial content in *Life* magazine (circa 1908). The page exploits **Carl Schurz**, a real historical figure—a German-born Union general who fought for Lincoln and later became a prominent American statesman. The ad credits Schurz's vigor and accomplishments to lifelong beer consumption, claiming malt liquor provides "iron into his blood" and invigorates "every tissue of bone and brain." This was **satirical advertising**: the magazine juxtaposes Schurz's serious political legacy ("Personal Liberty" advocate, Union general) with the absurd claim that beer made him great. By linking a respected immigrant politician to German beer culture, Budweiser appeals to German-American readers while implicitly endorsing beer as essential to masculine achievement and vigor. The humor relies on readers recognizing the historical Schurz and finding the reductive attribution of his success to beer consumption ridiculous—yet the ad presents it as earnest biography.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
—, Carl Schurz Major General U. S. A. O living man ever had a more extra- ordinary, eventful and romantic 8} career than this bold and brilliant ‘| student of Bonn, who began life as a German Revolutionist and ended it as an American statesman. His famous and dashing exploit, the rescue of Kinkel (hero of Rastadt), has been immor- talized by Spielhagen, in a thrilling drama of marvelous beauty and exquisite charm.* No more ardent advocate of “Personal Liberty” ever breathed than this eloquent and valiant lieutenant of Abraham Lincoln, who fought to the very last (with tongue, sword and pen) and died, at three score years and seventeen, bearing with conscious dignity, the threefold honors of Prussian patriot, Independent statesman and Union ' general. From youth to old age the delicious and wholesome juices of the malt put iron into his blood, giving life and force and power to all his thoughts and doings. *Any biography of Carl Schurz. HIE who says that good barley beer is an injurious drink is stating an untruth. There is no more healthful drink in the world than a glass of & Budweiser Combining the nourishing quali- ties of select Barley-Malt aad the tonic properties of the highest grade of Boeen Hops, it is food, drink and a tonic, invigorating every tissue of bone and brain. 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