Thursday’s ad is for Schlitz, from 1963. This is from the “Real Gusto” series that Schlitz ran for a few years in the 1960s. This one featured, unusually, a ginger man, but it was this sentence in the ad copy that really caught my eye. “It’s brewed light (with just the kiss of the hops) yet it doesn’t hem and haw on flavor.” That’s an awesome turn of phrase. Next time I find a weak beer, it will definitely “hem and haw on flavor.”
Wednesday’s ad is for Ballantine Ale, from 1943. “How American it is … to want something better!” Look how happy the woman is that her smug man got her a machine so she can keep washing his clothes. Apparently during World War 2, many people put off spending money on new luxuries and even Ballantine was looking forward with great anticipation to the day when people could go crazy with their spending … like today.
Tuesday’s ad is for Miller High Life, from the 1940s. “A toast to you — with The Champagne of Bottled Beer.” The assembled group drinking beer is celebrating the tradition known as “Burning the Mortgage.” I have heard of these, but I don’t think this is something many people do anymore. Probably because we don’t stay in one house for very long. Nice they got their servent to dress up as the Miller Girl to serve the beer.
Monday’s ad is for Schlitz, from 1950. This is from Schlitz’s long-running three-panel “I was curious” series. In this one, a deep sea diver is coaxed out of the water by dangling cans of Schlitz in his face. Once on dry land, he had a beer and a sandwich. I’m not sure if it was the sammy or the beer, but it put a smile on his face. I’m going with the beer.
Sunday’s ad is for Carling’s Red Cap Ale, from 1946. This is for the “Brewing Corporation of America‘s” Carling, based in Cleveland, Ohio.
The BCA “Cleveland Plant” on Quincy Ave., also in 1946, from a company brochure.
The ad, with the headline “Dealer’s Choice,” shows a kindly old grocer, the kind that probably never existed, putting single bottles of in her basket as he seems to be staring at her with an odd look on his face. But I do love that hat she’s wearing, and notice she’s also wearing gloves with a short sleeve dress. I guess that’s what “taste-wise customers” wear when they’re buying a “mild, mature ale.”
Saturday’s ad is for Bass Ale, from the 1940s. It’s a curious little ad. The block in the upper righthand corner with “Fishing” on it seems to suggest it was part of a series. I guess either he’s so engrossed in his fishing or he’s had enough Bass Ale that he didn’t even notice a tiny man put a ladder on his back, climbed up and attached a sign to his back. “Great Stuff This Bass”
Friday’s ad is for Carling’s Red Cap Ale, from 1952. “Be Light-Hearted! Stay Light-Hearted! Step up to Carling’s!” The illustration shows a couple entwined with beer mugs, but apparently disagreeing on why they like the beer. One says “Light as the smoothest drink!” The other one believes its “Hearty as only an ale can be!” My vote is for hearty.
Thursday’s ad is for Schlitz, from 1951. A man, apparently just arrived home from work, has his eyes covered by his wife. His comfy chair is ready for him, with his pipe, slippers and a book within easy reach. On the table next to his chair sits a bottle of Schlitz and a full pilsner glass. Behind the beer sits three hat boxes from “Bonnie Hats.” The idea apparently is all of the comforts waiting for him will make the purchase of the hats less of a problem for her. It’s a very sexist ad, reinforcing gender stereotypes, but at the time the ad ran, these were likely considered quite normal, with few questioning them.
Wednesday’s ad is for Olympia, from the 1950s. It’s such a colorful ad and looks like it may have been intended as a billboard. Curiously, in the oval the ad is for “Light Olympia,” but the can itself is “Pale Export.”
Tuesday’s ad is another one for Molson Export Ale, also from the 1950s. I love the smirk on the face of the man, reclining on the chaise lounge, or whatever it is, reading the newspaper and holding a full mug of beer. That’s a smile of anticipation, the promise waiting in a drink of beer.
