Jay R. Brooks on Beer
Thursday’s ad is for Schaefer Beer, “first produced in New York City during 1842 by the F. & M. Schaefer Brewing Company.” This ad, from 1947, features “international star of screen and radio” Annabella, who “was a French cinema actress who appeared in 46 films between 1927 and 1952, including some Hollywood films during the late 1930s and 1940s.”
Wednesday’s ad is for Schaefer Beer, “first produced in New York City during 1842 by the F. & M. Schaefer Brewing Company.” This ad, from 1950, features the tagline “Get Pale Dry .. Quick!” Asking customers to order your beer quick seems like a weird approach to take.
Tuesday’s ad is for Schaefer Beer, “first produced in New York City during 1842 by the F. & M. Schaefer Brewing Company.” This ad, from 1948, features American actress Paulette Goddard holding a glass of beer, and there’s another photo of her in the background holding an armload of antiques. That’s because, according to the ad, she’s opened an antique shop in Pomona, New York. I’m not sure what that had to do with anything, but maybe that’s how Schaefer got her to appear in the ad.
Monday’s ad is for Schaefer Beer, “first produced in New York City during 1842 by the F. & M. Schaefer Brewing Company.” This ad, from the 1950s, features a woman holding a bottle and glass of beer on a billboard, with a rining bell. I’m not entirely sure what the significance of the bell is, but okay, why not?
Sunday’s ad is for Schaefer Beer, “first produced in New York City during 1842 by the F. & M. Schaefer Brewing Company.” This ad, from 1936, features the first cans of Schafer beer with a full glass of beer next to it. The ad is dated mid-September of 1936, which is most likely when they first starting putting the beer in cans.
Saturday’s ad is for Schaefer Beer, “first produced in New York City during 1842 by the F. & M. Schaefer Brewing Company.” This ad, from 1955, features the team photo from the Brooklyn Dodgers, who that year won their first world series, and the only one while still located in Brooklyn. The ad was still using the tagline of that time period, “For real enjoyment — real beer!”
During the same time, Schaefer also created this really cool 3-D display piece, taking the team photo and essentially cutting out the figures to give it a three-dimensional effect.
Friday’s ad is for Schaefer Beer, “first produced in New York City during 1842 by the F. & M. Schaefer Brewing Company.” This ad, from 1958, features a man who may be dressed for sailing, based on the two ships toward the top of the ad. He’s holding a can of beer, about to take a drink. But what I don’t know is what’s going on in the bottom right-hand corner. I can’t quite tell where they are and what they’re doing, but I think they’re drinking going on.
Thursday’s ad is for Schaefer Beer, “first produced in New York City during 1842 by the F. & M. Schaefer Brewing Company.” This ad, from 1957, features a couple at a baseball game. He’s wearing a tie and she has on a string of pearls, which is what we always where to the ballpark, too, so that’s not odd. It must be a date, though, because she’s clutching the box score and looking at him like his passion for the game is endearing. I’m going out on a limb here, but no married woman would feel that way.
Wednesday’s ad is for Schaefer Beer, “first produced in New York City during 1842 by the F. & M. Schaefer Brewing Company.” This ad, from 1938, features a couple on bicycles who’ve stopped for a hot dog and a beer, which apparenty is an “old New York custom.”
Monday’s ad is for Schaefer Beer, “first produced in New York City during 1842 by the F. & M. Schaefer Brewing Company.” This ad, from the 1940s, features American actress and singer Virginia Bruce, who apparently likes to garden to relax, and beer when she’s thirsty, especially Schaefer, and she spouts the common tagline of that time period, “Finest beer I ever tasted.”
