Life, 1918-07-04 · page 35 of 36
Life — July 4, 1918 — page 35: what you’re looking at
What you’re looking at
This is a **full-page advertisement**, not satire or political cartoon. It advertises Bevo, a soft drink made by Anheuser-Busch. The ad targets athletes and active Americans, featuring illustrations of people playing sports (top) and leisure activities (bottom). The key sales pitch emphasizes that Bevo is "pure—wholly free from bacteria." The historical context: Bevo was Anheuser-Busch's non-alcoholic alternative, likely introduced or promoted during Prohibition or wartime rationing. The mention of government approval and popularity "in U.S. Cantonments" and "on Men-o-war" (warships) suggests this dates to World War I era, when alcohol restrictions were in effect. The advertisement positions Bevo as wholesome, patriotic, and suitable for families and military personnel—a legitimate beverage for the health-conscious and socially responsible American consumer.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Sportsmen, Athletes, Everybody! You will find the all year round soft drink, both healthful and appetizing to train and gain on. Approved for use by the government and immensely popular in U.S.Cantonments, on Men-o-war and with the American public because Bevo is pure—wholly free from bacteria, such as even milk or water may contain. Each and every member of the family old or young will enjoy Bevo---goes especially well with light repasts such as cold cuts of meat, salads, chafing~dish dainties and sea foods. Order Bevo by the case for your home. Families supplied by grocers, druggists or dealers. ANHEUSER-BUSCH ST.LOUIS.U.S.A.