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Beer In Ads #2342: Morale, Nothing Here For The Censor

Wednesday’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, a woman is mailing a letter to the front, telling him all about little things back at home, none of which will be of any concern to the censors reading the letters to and from the war. Of course, it could be in code. But probably not. “A glass of beer — a small thing, surely, not of crucial importance to any of us. And yet — morale is a lot of little things like this.

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