Brookston Beer Bulletin

Jay R. Brooks on Beer

  • Home
  • About
  • Editorial
  • Birthdays
  • Art & Beer

Socialize

  • Dribbble
  • Email
  • Facebook
  • Flickr
  • GitHub
  • Instagram
  • LinkedIn
  • Pinterest
  • RSS
  • Twitter
  • YouTube

Powered by Genesis

You are here: Home / Art & Beer / Beer In Ads #2343: Morale, Never Did Get To Finish That Ship Model

Beer In Ads #2343: Morale, Never Did Get To Finish That Ship Model

July 20, 2017 By Jay Brooks


Thursday’s ad is by the Brewing Industry Foundation, from 1944, 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 U.S. Marine is writing a letter home, talking about the little things he remembers, including a model ship he never finished building. He also mentions Mary. This is the third time a Mary has been mentioned, so either she’s something of a floozy and “gets around” or it’s the same guy writing all of these letters.

Morale-Is-A-Lot-Of-Little-Things-Paper-Ads-Brewing-Industry-Foundation-9

Filed Under: Art & Beer, Beers Tagged With: Advertising, Brewers Association, History



Find Something

Northern California Breweries

Please consider purchasing my latest book, California Breweries North, available from Amazon, or ask for it at your local bookstore.

Recent Comments

  • Beer In Ads #4547: Miss Rheingold 1960 Enjoys America’s Favorite Sport - Brookston Beer Bulletin on Beer In Ads #4544: Miss Rheingold 1960 Goes Bowling
  • Mary Mauch on Historic Beer Birthday: Armin Louis Neubert
  • Wally Lamb on Beer In Ads #4510: Miss Rheingold 1959 Goes Riding
  • Ian Leisy on Historic Beer Birthday: Isaac Leisy
  • Wendy West Hickey on Beer In Ads #4482: Which One Will Be Miss Rheingold 1959 In Color

Recent Posts

  • Beer In Ads #4568: Miss Rheingold 1960 Leads The Parade September 23, 2023
  • Beer Birthday: Yuseff Cherney September 23, 2023
  • Beer In Ads #4567: Miss Rheingold 1960 Gets Out The Vote September 22, 2023
  • Historic Beer Birthday: Lord Chesterfield September 22, 2023
  • Historic Beer Birthday: Alfred Werthmueller September 22, 2023

BBB Archives

Go to mobile version