Life, 1913-05-08 · page 38 of 48
Life — May 8, 1913 — page 38: what you’re looking at
What you’re looking at
This page is dominated by a **Schlitz beer advertisement** rather than satire or political commentary. The main illustration shows two men's faces (caricatured in exaggerated style typical of the era) reacting with disgust, alongside a Schlitz bottle. The ad's core message addresses a genuine technical problem: **beer exposed to light develops a "skunky" taste and odor**—an undesirable chemical reaction. Schlitz marketed their solution: **brown bottles that protected beer from light exposure** during storage and transport. The advertisement argues that breweries invest heavily in purity, so consumers should demand their beer in protective brown bottles rather than clear glass. This was positioned as a quality/purity issue—a legitimate selling point in early 20th-century beer marketing. The page also contains unrelated ads for furniture, perfume, and motion picture writing courses. There is no discernible political satire here.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
No. 246. One of seventy-five Covered by four patents—athers pending You Ought to Have This DesK-Table in YOUR Home One moment a beautiful library or den table—the next, yithout disturbing anything, extend the drawer and have § road writing surface, pen and pencil woove, sunken ink well, and in the drawer, room for station- ly slide back the extension complete desk, with fry. Whea through writin ie 4 ieee drawer—and thete's your tal in, The Cadillac is the only DesK-Table made with nicKel-plated, metal slides insuring positive and easy action. A constant delight — beautifies any room and serves every member of the family. Ask your dealer to show you Cadillac Desk-Tables, with the Cadillac Brand om the desk li Write us today for handsomely illustrated free Booklet U. Wolverine Manufacturing Co. What Is Taste? On the whole, it appears to me that what is called taste, in its most general acceptation, is not a simple idea, but is partly made up of a perception of the primary pleasures of sense, of the sec- ondary pleasures of the imagination, and of the conclusions of the reasoning fac- ulty, concerning the various relations of these, and concerning the human pas- sions, manners and actions. All this is requisite to form taste, and the ground- work of all these is the same in the human mind; for as the senses are the great originals of all our ideas, and con- sequently of all our pleasures, if they are not uncertain and arbitrary, the whole groundwork of taste is common to all, and therefore there is a sufficient foundation for a conclusive reasoning on these matters—Edmund Burke. “Is he rich enough to keep an auto- mobile and a yacht?” Yes, he is even richer than that. He keeps a lawyer. —Chicago Record-Herald. odor—a tru the Bowers. “Fashion ‘chetstes it today. Sample bottle 20 cents, PARK & TILFORD, 225 Fifth Ave., New York A HOUBIGANT PERFUME | money —than any other cost. | {itha is caused by the ~ action of Light “Beer acted plas by light soon takes ee the very disagreeable, so-called “light taste,’ and also a repulsive skunk-like odor. Beer so affected is olfensive'to the palate of most consumers, and there is probably nothing that will influence them more against any brand of bottled beer than tohave once tasted beer possessing this ‘light taste’ to a marked degree. The presence of this defect, however, is not always the bottler’s fault, as the consumer himself very often lets the beer Stand in the light, But the consequences must usually be borne by th Extract from “The Beer Bottkrs’ Handy Book.” eiblahed by the Wah!-Henius Institute of Fermentology. Schlitz is sold in Brown Bottles to protect its purity from the brewery to your glass. In our brewery we spend more in purity—in time, in skill and in ‘Why don’t you, too, demand the pure beer—Schlitz in Brown Bottles ? See that crown or cork is branded “‘Schlitz.”” he Beer a ‘That Made Milwaukee Famous, ‘You can write them, Mani each plot, We teach you vious experience neccasary. Write now for free details, ASSOCLATED MOTION PICTURE SCHOOLS, 614D Sheridan Read, Chicago | PLOTS Went Pictere P LAYS, “MANG ON TIGHT, DEAR. WE'RE TO ANOTHER SHARP TURN comicbooks.com