Beer In Ads #2335: Morale, Sure Could Go For One Of Mom’s Bean Suppers


Wednesday’s ad is by the Brewing Industry Foundation, from 1944, part of a series of ads the beer industry undertook during World War 2 under the title “Morale is a Lot of Little Things.” It was one of the first concerted efforts by the brewing industry after they were getting back on their feet after prohibition finally ended around a decade before. The series tried to show support for the troops and help with morale at home. And it must have worked, because the campaign won awards at the time. In this ad, a Navy sailor is writing a letter home to his sister and telling how much he’s missing their mother’s bean suppers. And beer, of course. “Cool, sparkling, friendly beer is a sigh of satisfaction … a forehead wrinkle erased … a firm-set mouth relaxing into a friendly smile.”

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Beer In Ads #2334: Morale, Mrs. Howard’s Recipe For The “Grumps”…


Tuesday’s ad is by the Brewing Industry Foundation, from 1943, part of a series of ads the beer industry undertook during World War 2 under the title “Morale is a Lot of Little Things.” It was one of the first concerted efforts by the brewing industry after they were getting back on their feet after prohibition finally ended around a decade before. The series tried to show support for the troops and help with morale at home. And it must have worked, because the campaign won awards at the time. In this ad, Mr. Howard is gloomy but his wife, Mrs. Howard, has a simple cure. She turns on his favorite radio show and his grumps are cured. It’s one of those “little things” that can “build morale,” like “their right to enjoy a refreshing glass of beer.”

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Beer In Ads #2333: Morale, Tell Uncle Bert I Can Still Lick Him Pitching Horseshoes


Monday’s ad is by the Brewing Industry Foundation, from 1944, part of a series of ads the beer industry undertook during World War 2 under the title “Morale is a Lot of Little Things.” It was one of the first concerted efforts by the brewing industry after they were getting back on their feet after prohibition finally ended around a decade before. The series tried to show support for the troops and help with morale at home. And it must have worked, because the campaign won awards at the time. In this ad, a Navy sailor is writing home and missing lots of little things, like beating his uncle at horseshoes and enjoying “a refreshing glass of beer or ale.”

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Beer In Ads #2332: Morale, There’s Mary In Her New Fall Hat


Sunday’s ad is by the Brewing Industry Foundation, from 1942, part of a series of ads the beer industry undertook during World War 2 under the title “Morale is a Lot of Little Things.” It was one of the first concerted efforts by the brewing industry after they were getting back on their feet after prohibition finally ended around a decade before. The series tried to show support for the troops and help with morale at home. And it must have worked, because the campaign won awards at the time. In this ad, Joe (presumably her fella) was smart enough to compliment Mary about her new hat, which was one of the little things that made a big difference to her, and improved her morale, just like how “millions of Americans attach a special value to their right to enjoy a refreshing glass of beer or ale.”

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Beer In Ads #2331: Morale, Did You Cut Out A Pumpkin?


Saturday’s ad is by the Brewing Industry Foundation, from 1944, part of a series of ads the beer industry undertook during World War 2 under the title “Morale is a Lot of Little Things.” It was one of the first concerted efforts by the brewing industry after they were getting back on their feet after prohibition finally ended around a decade before. The series tried to show support for the troops and help with morale at home. And it must have worked, because the campaign won awards at the time. In this ad, a Coast Guard soldier is writing home about all the little things he misses, about carving pumpkins for Halloween or that a “cool, sparkling, friendly glass of beer is a sigh of satisfaction.”

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Beer In Ads #2330: Morale, Just A Letter From The Folks


Friday’s ad is by the Brewing Industry Foundation, from 1942, part of a series of ads the beer industry undertook during World War 2 under the title “Morale is a Lot of Little Things.” It was one of the first concerted efforts by the brewing industry after they were getting back on their feet after prohibition finally ended around a decade before. The series tried to show support for the troops and help with morale at home. And it must have worked, because the campaign won awards at the time. In this ad, “there’s Bill reading that letter again.” In most of these ads, they talk about writing letters, which must seem odd to a generation who never writes letter at all; texts, e-mail, etc. but the thrill of getting and reading a handwritten letter in the mailbox is lost today. I can’t remember the last time I wrote a personal letter, either, so it’s me as well. But I do miss them a bit. Sometimes I think not all progress has been for the better. And I imagine a letter from your folks while hundreds of miles away, fighting in a war, which be a pretty meaningful letter, with or without a “cool, refreshing glass of beer.”

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Beer In Ads #2329: Morale, We’ll Have To Go Hunting Again


Thursday’s ad is by the Brewing Industry Foundation, from 1944, part of a series of ads the beer industry undertook during World War 2 under the title “Morale is a Lot of Little Things.” It was one of the first concerted efforts by the brewing industry after they were getting back on their feet after prohibition finally ended around a decade before. The series tried to show support for the troops and help with morale at home. And it must have worked, because the campaign won awards at the time. In this ad, a Marine is writing a letter home, reminiscing about the many little things he’s missing, and especially his family’s hunting trips, not to mention a “refreshing glass of beer.”

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Beer In Ads #2328: Morale, Buttonhole Flower


Wednesday’s Independence Day ad is by the Brewing Industry Foundation, from 1942, part of a series of ads the beer industry undertook during World War 2 under the title “Morale is a Lot of Little Things.” It was one of the first concerted efforts by the brewing industry after they were getting back on their feet after prohibition finally ended around a decade before. The series tried to show support for the troops and help with morale at home. And it must have worked, because the campaign won awards at the time. In this ad, a man is having a so-so day until a woman sells him a flower for the buttonhole in his jacket. And that perked him right up, a little thing, but it keeps you smiling, just like a “refreshing glass of beer.”

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Beer In Ads #2327: Morale, Boy Did Those Grilled Steaks Used To Taste Swell


Tuesday’s Independence Day ad is by the Brewing Industry Foundation, from 1944, part of a series of ads the beer industry undertook during World War 2 under the title “Morale is a Lot of Little Things.” It was one of the first concerted efforts by the brewing industry after they were getting back on their feet after prohibition finally ended around a decade before. The series tried to show support for the troops and help with morale at home. And it must have worked, because the campaign won awards at the time. In this ad, a Navy man is writing a letter home, reminiscing about how good those grilled steaks used to taste, along with a “refreshing glass of beer,” and lots of other little things that that help improve his morale.

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Beer In Ads #2326: Morale, You’ll Never Understand


Monday’s ad is by the Brewing Industry Foundation, from 1944, part of a series of ads the beer industry undertook during World War 2 under the title “Morale is a Lot of Little Things.” It was one of the first concerted efforts by the brewing industry after they were getting back on their feet after prohibition finally ended around a decade before. The series tried to show support for the troops and help with morale at home. And it must have worked, because the campaign won awards at the time. In this ad, they try to explain how much a woman’s hair permanent means to her. But it’s just one more small thing that “lift the courage … warm the heart … boost morale.” Just like the “right to enjoy a refreshing glass of beer.”

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