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# Advertisement from Brewing Industry Foundation

National Postal Museum

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                      -     DetailsRelatedObject Details- Description
- This advertisement for the Brewing Industry Foundation appeared in an unidentified magazine circa 1944, during World War II. It features a Halloween holiday theme and illustrates a tactic often used by advertisers in this era: capitalizing on Americans' wartime sympathies to promote a product or brand name. In this instance, the Brewing Industry Foundation draws a connection between writing to military personnel and drinking a glass of beer by showing that both activities raise individuals' morale, whether it is a member of the armed forces fighting overseas or Americans making sacrifices for the war effort on the home front. The text of the advertisement reminds the reader that both are 'important little things.'
- This ad, as well as endorsing the Brewing Industry Foundation, also promotes writing letters to soldiers overseas, and particularly the sending of V-Mail letters. The Brewing Industry Foundation released several ads following a similar script, replacing carving a jack-o-lantern with other 'small familiar pleasures,' yet retaining the plug-in for letter writing. The inset graphic of a Coast Guard writing was frequently replaced with depictions of service members from branches of the military, relaying that they, too, wanted V-Mail letters.
- c. 1944
- Object number
- 2004.2016.10
- Type
- Archival Material
- Medium
- paper; ink (multicolor)
- Dimensions
- Overall: 35.6 x 26.4cm (14 x 10 3/8in.)
- Place
- United States of America
- See more items in
- National Postal Museum Collection
- National Postal Museum
- Record ID
- npm_2004.2016.10
- Metadata Usage (text)
- CC0
- GUID (Link to Original Record)
- http://n2t.net/ark:/65665/hm8afd1d97c-452d-4076-af01-802d061f7542
Related Content-                    Beer in the Smithsonian's Collections                 
  CC0Creative Commons - No Rights Reserved iconUsage Conditions Apply>download icon>          This image is in the public domain (free of copyright restrictions).  You can copy, modify, and distribute this work without contacting the Smithsonian.  For more information, visit the Smithsonian's Open Access page.        International media Interoperability FrameworkIIIF provides researchers rich metadata and media viewing options for comparison of works across cultural heritage collections. Visit the IIIF page to learn more.View manifestView in Mirador ViewerExpand to view image×                             Footer logo      
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