Imperial Valley press., 1916-12-13
EACLUDE LIQUOR ADVERTISING. AND SOLlCTFA
TION FROM THE MAILS.

AEa@d@' .:. ,;.o,,
advertising and solicitation of orders to millions OF men,
women and children, many of them residing IN states
which have outlawed the liquor traffic and many OF the
resident in homes Conscientious convctlon classes
the traffic in LIQUOR with the traffic IN vice. the practce
Of hievery and the most oathsome forms of industrial
parasltsm .,
ed to create demand for alcoholic liquors where such de
nland did not previously exist to provoke the appetite
where existent and undermine the American prejudice
against the table of drugged drinks BY the compu
sion Of suggestion converts the abstanes into drinkers
and defeats the resolution of the drinkers striving to cease
tie habit This is admittedly evil to the citizen and
menace to the social welfare
Fy the use of the mails this suggestive force being
rol gt TO bear upon the absnen classes of American
cty order that they may contribute drinkers to the
.v7naee Of the liquor trade. The Hollster Dlsulng
1pany Of ST. Paul solicited from rural mail carriers
lists Of boys whom they might induce to become custom
rs well known whisky is advertised as follows: For
All Folks Who Want to Stay Young. No Home Should
Sc Without This Wonderful Youth and Preserving
Stimulant -'s Pure Malt Whisky is Won
erfu healthpleserving stimlan strengthening the lv
e. kidneys and bladder: eniching the blood toning and
iphuiidng the entire SYSTEM promoting good appetite
.eepng you young and vigorous. Invaluable for over
worked men, nervous 'run-doW women, and delicate,
undeveloped children Beer is frequently recommended
Tor hard-playing growing boys. The Eagle Supply Com
any OF Jacksonville Fla solicited by advertising, orders
For Job lot including whisky tobacco and revolver.
The puposive character of drink advertising being dis
ribed through the mails is made clear in the Brewers
Journal of September 1914 which outlines course Of
sales publicity designed to mold public sentiment in favor
of bee-and create home consumption by those VINO never
before have drunk BEER III another issue of the
ournawe find the following: Nearly every adult in your
community may be considered prospective buyer OF
your brand of beer Some will respond quickly, others
will require time in order convince them of the desira-
bity Of beer while others WILL of course be impossible
prospects actual consumers although advertising
te made to influence this latter class that will
be indirectly valuable to the advertiser"
1t is further stated that newspaper advertising
should be designed to attract and appeal to
we'll men, for if beer be used in the home the
en- be it, An advertisement of the Moor
mead branch of the Hennepn Brewing Company bears a
picture of man. his wife and little boy all drinking beer
1t also bears this verse:
and now, dear reader, you see,
\ There is new branch on the Brau family tree;
II you want to know why
This kid is so spry
Just order some Brau and you'll see'
Letters soliciting the patronage of women frequently
offer premiums of chinawae and similar household ar
ticles designed to appeal to feminine taste.
That portion of the interstate trade in alcoholic H.
4u0rs which is the result Of mail solicitation imposes the
evils of drink upon classes which deserve careful consd
Grafton on the part Of the government. Fourfths of
the mail orders for liquors which go into the state of Geo
ga are consumed by negroes and IN other states such Or
ders reach the poorest and ignorant groups of
pie preventing any tendency to improvement standards
OF living and morality.
Medicinal and food qualities often falsely attrb-
Jted in this advertising achoc drinks and scandaous
misuse of the names of Washington Jefferson Franklin
Lincoln and other public men is requent.
hostile campaigns against the laws and customs Of
sates being conducted through the medium of the
3121s and interstate commerce. Such prominent concerns
TIE Fred Miller Brewing Company, the Pabst Brewing
EC.np pany Schlitz Brewing Company, Joseph Schultz