Description
Black and white 5 1/2″ x 13 3/4″ ad that is for Beer…A Beverage Of Moderation For The Nation. This ad has a drawing that shows a couple with their coats on and preparing to leave a house, or a business, where another couple lives and, the headline says, “Thanks for a lovely evening…A new kind of beer retailing is bringing wholesome recreation to millions of Americans”. The ad then says that “Today’s kind of beer retailer is keenly aware of his social responsibility in the community. He sells good beer…but he also makes sure that his place is wholesome, inviting and free of any anti-social influences. The Brewing Industry wants all of beer’s retailers to be of this type. We do not want any other kind. That is why we have instituted a new ‘self-regulation’ plan to protect your right to drink good beer in decent surroundings. The plan is now in effect in a number of states. It will be extended as rapidly as possible”. There are three other ‘points of interest’ in this ad. The first one is a “Recipe For A Restful Sleep”, second is “A Freight Train 2485 Miles Long…Filled With Farm Products” and the third one is that “Nature Makes Beer!”.
Source: March 11, 1940 Life magazine.
