Friday’s ad is entitled Saturday On The Lake Front, and the illustration was done in 1952 by Douglass Crockwell. It’s #69 in a series entitled “Home Life in America,” also known as the Beer Belongs series of ads that the United States Brewers Foundation ran from 1945 to 1956. In this ad, a well-to-do family is spending the weekend at the lakefront home, and entertaining with beers. It’s funny how many of these ads in the 1950s depict experiences that would not be familiar or easily relatable to the average beer drinker. Were they meant to be aspirational? Because otherwise it just seems strange to show scenes of affluence in mainstream magazines.