Tuesday’s ad is a trade ad, by the United States Brewing Industry Foundation, from 1940. After prohibition ended, the industry started doing PSA-type ads in an attempt to create goodwill for beer and brewers. They would later go on to do a fairly sophisticated series of ads between 1946 and 1956, known unofficially as Beer Belongs. Officially, they were “The Home Life in America” series, consisting of 120 ads, with a new ad running in major periodicals each month. Last year, for my Beer in Ads series, I featured every one of them. But in the years before that, the U.S. Brewing Industry Foundation (a precursor to the original Brewer’s Association) dabbled with a variety of similar ads promoting the industry as a whole. These were especially popular during World War 2, and in fact they even won an award from the government for some of these ads. Most of the ads were black and white, although a few were in color, though usually in a minimal way, with a few colors accented rather than being in full color.
In this ad, which appears to be about the C.C.C., which I confess I didn’t know what that meant. Apparently C.C.C. stands for Civilian Conservation Corps, and here’s a description from Wikipedia:
The Civilian Conservation Corps (CCC) was a public work relief program that operated from 1933 to 1942 in the United States for unemployed, unmarried men from relief families as part of the New Deal. Originally for young men ages 18–25, it was eventually expanded to young men ages 17–28. Robert Fechner was the head of the agency. It was a major part of President Franklin D. Roosevelt’s New Deal that provided unskilled manual labor jobs related to the conservation and development of natural resources in rural lands owned by federal, state and local governments. The CCC was designed to provide jobs for young men, and to relieve families who had difficulty finding jobs during the Great Depression in the United States. At the same time, it implemented a general natural resource conservation program in every state and territory. Maximum enrollment at any one time was 300,000. Over the course of its nine years in operation, 3 million young men participated in the CCC, which provided them with shelter, clothing, and food, together with a small wage of $30 (about $547 in 2015) a month ($25 of which had to be sent home to their families).
So the beer industry was suggesting in this ad that this popular program cost many times less than all of the taxes paid on beer, and therefore the industry was helping out with the good work of the corps. In fact, only four days of beer taxes were needed to fund it for an entire year. Not bad. Drink up, you’re helping conserve our natural resources.
