Life — February 26, 1920 — page 2: what you’re looking at

What you’re looking at

This is a **Bevo soft drink advertisement** from Anheuser-Busch (St. Louis), not political satire. The decorative border features hop plants, windmills, and transportation imagery (horse wagons, early automobiles), establishing the brand's established tradition and reach. The ad's central claim uses leadership metaphor: Bevo's market dominance is "proclaimed by the largest rear guard that ever followed a leader." This means numerous competitors imitate Bevo's success, proving its market leadership. The tagline "Serve it Cold" and promise of availability "everywhere—families supplied by grocer, druggist and dealer" emphasize distribution and accessibility. The invitation to "inspect our plant" was typical early-20th-century corporate marketing, suggesting transparency and quality manufacturing during an era of food-safety concerns.