Wednesday’s ad is for Schmidt’s, from 1963. “Time for Fun … Time for Schmidt’s The Full-Taste Beer.” It certainly does look like they’re having a lot of fun, fishing aboard the “Life of Riley” charter boat. But what exactly is “full-taste beer?” As opposed to what? Half-taste beer?
(Hope this href tag works, but with no preview, it’s a bit dicey)
It was the style; Beach Boys, from 1964:
We’ve been having fun All Summer Long.
Good taste is timeless. Full taste? Erm…