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Life, 1911-12-21 · page 35 of 44

Life — December 21, 1911 — page 35: what you’re looking at

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Life — December 21, 1911 — page 35: Life, 1911-12-21

What you’re looking at

This page contains a **Schlitz beer advertisement** (the dominant feature) alongside literary and commercial content typical of Life magazine's mixed format. **The Main Advertisement:** The large Schlitz Brewing ad emphasizes purity standards, claiming they spend more on sanitation than competitors—sterilizing equipment, washing bottles four times, using Pasteur's sterilization process, and brown bottles to protect from light decay. This reflects early 20th-century advertising that capitalized on **germ theory and scientific progress** to build consumer confidence in beer quality during an era of food safety concerns. **"Rhymed Reviews":** A humorous poem reviewing "The Texican" (a novel) tells of a cattle thief named P. Daihart and his rival Crit. The satirical verse mocks the Western genre's romanticization of outlaws, following their comical legal battles. It's **literary satire** presented in accessible verse form. **Supporting Ads:** The page includes smaller advertisements for French Bulldogs, Swan Safety fountain pens, and an Underground Garbage Receiver—typical period product placement. The page reflects Life's dual role as **satirical magazine and advertising vehicle** for consumer goods.

📄 Transcribed text from this page (OCR, searchable)

Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.

3 g SAS ASRS SN SAA RA nanan SNS eS SR nnn nena casannnsnannnend os -LIFE: init (YM) The Cost of Purity french Bull Dogs suuces™ \/exceeds all other HEIGHTS, Telephone, 47 Shelter Island. Ca. Cuantesaxoe Rhymed Reviews Costs in The Texican (By Dane Coolidge. A. C. McClurg & . a e i as Brewing P. Daihart, glad to fight or sing Or rope the most unruly cows, Was paid by Crit, the Cattle Kin; AN i» To steal ighbor’s ley . \ Y : ‘0 steal a neighbor's moolcy cows. ; , We spend more on_ purity But do not wholly blame the lad ’ \ “hi a 1 i For what might seem frivolity i: si zi, Sas more time, more skill and ay } Sys more money than on any For stealing cows was quite the fad With Arizona’s Quality, H h i “: a Ms i, “ase fe other cost in our brewing. Aud, having cast a loving eye— This young and dashing Texican— a - 7, te Go Mafecting, sweerand shy. - We sterilize every tub, vat, A winsome little Mexican, SSS vf tank—we scald every barrel— He felt the need of worldly pelf every pipe and pump—every To marry expeditiously | : , * : f 7, > time we use it. And kept some stolen cows himself, Which Crit resented viciously. ! . . , We wash every bottle four times by machinery. Crit stole a beast from Dal,—alack! Lae . . He'd lost the bill of sale for it, The air in which the beer is cooled is filtered. So when Dal stole the ature back Crit popped him into jail for it. | Every bottle of Schlitz is sterilized, after it is sealed, by a process invented by Pasteur. The ills he bore, the foul abuse, Would heat a calm Confucianist; 3 ‘ Light starts decay even in pure beer. Dark glass He raged around the calaboose A ramping revolutionist, h , gives protection against light. The Brown Bottle protects Schlitz purity from the C H R I S T MA N) By Vi brewery to your glass. and all the year ’round the = ® < If you knew what we know about beer, you SWAN SAFETY would say ‘Schlitz — Schlitz in Brown Bottles.’’ FOUNTPEN isa superb gift to Father, Mother, Sister, Beother, Friend or Sweet heart, and is appreciated be= Order a case from your cealer taday. See that crown or cork is branded “Schlitz” fom Wy SE i The Beer That Made : ) Milwaukee Famous... wdown Cap” ts Leaking ett —— The 14 Kt. — Gold Iridium Pointed Pen Wears For Years. Briggs $2 50 tp te $50.60 at all Yet, held in jail a weary while, — A most immoral, moral tale, “Titustrated Usk free on request. He learned to get his way therein; Delightfully satirical, MABIE, TODD & Co. Dispensing law in regal style Upon the head it hits the nail; IMalden Lane The Makers 209 He thrashed the rogues that lay It’s epical! it’s lyrical! therein. Our Texican is quick to draw, In court it scemed that Crit, with base But never shoots a gun at all, Sa UNDERGROUND Deceit, had near outwitted him, And comes to see that rotten law = GARBAGE RECEIVER When Marcelina proved his case— Is healthier than none at all : Arthur Guiterman. NO ODORS. Her evidence acquitted him. Clean and sanitary. tory. Guaranteed. Circular free. SON, Mfr., 46 Farrar Street, Lynn, Masa, comicbooks.com