Arago: Advertisements


Advertisement from Brewing Industry Foundation


This advertisement for the Brewing Industry Foundation appeared in an unidentified magazine circa 1944, during World War II. It features a Halloween holiday theme and illustrates a tactic often used by advertisers in this era: capitalizing on Americans' wartime sympathies to promote a product or brand name. In this instance, the Brewing Industry Foundation draws a connection between writing to military personnel and drinking a glass of beer by showing that both activities raise individuals' morale, whether it is a member of the armed forces fighting overseas or Americans making sacrifices for the war effort on the home front. The text of the advertisement reminds the reader that both are 'important little things.'

This ad, as well as endorsing the Brewing Industry Foundation, also promotes writing letters to soldiers overseas, and particularly the sending of V-Mail letters. The Brewing Industry Foundation released several ads following a similar script, replacing carving a jack-o-lantern with other 'small familiar pleasures,' yet retaining the plug-in for letter writing. The inset graphic of a Coast Guard writing was frequently replaced with depictions of service members from branches of the military, relaying that they, too, wanted V-Mail letters.

c. 1944
paper; ink (multicolor)
Overall: 35.6 x 26.4cm (14 x 10 3/8in.)
Museum ID:

Dearest Sue: —

Gee it's good...was a great remember....

Did you cut out a pumpkin for little Sue on Halloween?

When he writes from overseas, it isn't the battles and heroics that he worries about. It's the (little)[in italics] things...the things he dreams of sharing with us when he gets back home.

"Did you cut out a pumpkin for little Sue on Hallowe'en?"..."Does Danny still beg for bones at the butcher shop?"...How did the garden do this year?"

Yes, it's the little things—the small familiar pleasures—that he thinks of when he dreams of home.

It happens that to a great many of us these little things...these important little things include the right to enjoy a refreshing glass of beer. cool, sparkling, friendly, beer is a sigh of satisfaction...a forehead wrinkle eased...a firm-set mouth relaxing into a friendly smile.

Wholesome and satisfying, how good it a beverage of moderation after a hard day's work...with good friends...with a home-cooked meal.

(A glass of beer or ale—not of crucial importance, surely...yet it is little things like this that help mean home to all of us, that do so much to build morale—ours and his.) [in italics]

Morale is a lot of (little) [underlined] things

Brewing Industry Foundation

Men of the Coast Guard say letters keep up morale...Write that V-Mail letter today.


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