Monday’s ad is for Carling’s Black Label, from 1955. All it took was a shirt, a bowling ball, pin and whatever the hell is on top of the ball to make an abstract person holding a bottle of beer. In the mid-1950s, bowling was huge — a very high percentage of people not only bowled, but were involved in a weekly league. But another oddity I noticed was on the neck label, where it reads “Full 12 oz.” That seems strange, were there breweries using smaller than 12 oz. bottles that Carling felt the need to call attention to the fact that their bottles were a full 12 ounces?
