Life, 1912-02-01 · page 45 of 48
Life — February 1, 1912 — page 45: what you’re looking at
What you’re looking at
This page is primarily a **Schlitz beer advertisement** from the early 20th century, not satire. The large central ad features a man holding a brown bottle, promoting Schlitz as "The Beer That Made Milwaukee Famous." The ad's argument centers on **purity and protection**: Schlitz claims superiority because beer degrades under light exposure, so brown bottles protect the product. The copy emphasizes scientific reasoning—dark glass "gives protection against light"—to position Schlitz as the healthful choice over competitors in clear bottles. This reflects **pre-Prohibition era marketing** (likely 1910s), when beer companies still advertised openly and competed on quality claims. The appeal to scientific authority and purity was common in early 20th-century advertising. The page also contains a **Crème Simon beauty cream advertisement** (left side) and a "Books Received" section typical of *Life* magazine's literary coverage. There is no political cartoon or satire on this particular page.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
-LIFE- Books, Received ht cant Ss oil (Desmond Fitzgerald. $1.50.) From the Valley of the Missing, by b 5 Grace Miller White. (W. J. Watt & Co. S $ ) Librarian at Play, by Edmund aaa a ’ ter Pearson, (Small, Maynard & : x Co., Boston, Mass. $1.00.) e' \, BZ i Her Husband, by Julia Magruder. gees pall, Maynard & Co., Boston, Mass. $1.35.) The Green God, by Frederic Arnold } 1 Kummer. (W. J. Watt & Co. $1.25.) i j yj Z row ri More Ghost Stories, by M. R. James. (Longmans, Green & Co.) ! “ The Rules and Principles of Auction = i Ly Cl Bridge, by “ Bascule.” (Longmans, y G ‘ Green & Co.) Y : First Love, by Louis Untermeyer. (Sherman, French & Co., Boston, Mass.) The Young Gem Hunters, by Hugh a j . Pendexter. (Small, Maynard & Co. i It is not enough to make pure Boston, Mass.) i beer, it must be sept pure until it is poured The Highwayman, by Guy Rawlence. N . (W. J. Watt & Co. $1.25.) } into your glass. Pen, Pencil and Chalk, by Contempo- , . . -s . ary European Artists. (John Lane Co.) WS) Beer is a saccharine product.- The slight- he Angel of the Gila, by Cora Mars- . . . *_ 6 . ind. (R. G. Badger, Boston, Mass est taint of impurity injures its healthfulness. eee ; 7 | Light starts decay even in pure beer. Dark glass, the scientists say, gives protection against light: Purity above everything else distinguishes Schlitz becr from common beer. We use the costliest materials — we age Schlitz for months to prevent biliousness — it will not ferment in your stomach. Schlitz is sent to you in Brown Bottles, thus protecting Schlitz [purity from the brewery to your glass. Without all these precautions no beer can be healthful, and who knowingly would drink beer that was not? If you knew what we know about beer, you would say, *Schlitz—Schlitz in Brown Bottles.’’ @. Order a case from your dealer teday, See that crown or cork is branded “‘Schlitz.’? The Cream of Creams | eM nique for whitening the skin and beautifyin; ° the lace and hands” Ite qualities have made ‘ ‘ ‘ The Beer That Made Milwaukee Famous it absolutely famous ; and no other preparation can be compared to it. Powder and Soap ilSterySils Gite aceani3 ben aie becue roe The Joyous Wayfarer, by Humfrey Saints and Heroes, by George Hodges Jordan. (G. P. Putnam's Sons. $1.30.) (Henry Holt & Co. $1.35 net.) On the Art of the Theatre, by Edward Tante, by Anne Douglas Sedgwick. Gordon Craig. (Browne's Book Store, (Century Co. $1.30.) Chicago, Ill. $2.00.) Hunting Indians in a Taxicab, by The Lincoln Book of Poems, by Wm. Kate Sanborn. (R. G. Badger, Boston, J Stidger. (R.G. Badger, Boston, Mass.) Mass.) The Factory, by Jonathan Thayer The Way of an Eagle, by E, M. Dell bn Lincoln. (Houghton Mifflin Co, Boston, (G. P. Putnam's Sons. $1.35.) - Mass. $1.00.) Vane of the Timberlands, by Harold School Information The Wrong Woman, by Charles D. Bindloss, (F. A. Stokes Co. $1.25.) FREE Ceca toningsraten U8 Advice Re Stewart. (Houghton Miffiin Co,, Boston, Peter Ruff and the Double Four, by AMERICAN SCHOOL a Aga O CIATION Mass. $1.25.) E. Phillips Oppenheim. (Little, Brown SC) ULL ST, NEW TORE, 1518 te 18 MASOSTO TEMPLE, CHICAGO & Co, Boston, Mass. $1.25.) a