Arizona sun., 1950-04-28
Buy From These Advertisers and Watch Your Paper Grow
The LANCER And Similar Bills
Aimed At Prohibiting Beverage
Advertising Are Unconstitutional

The proponents of S. 1847 attack
the national advertising of the Uni
ted States brewers formulation,
which is known as the "Home Life
in America" series, which appears
in the national magazines Life,
Look, Golfers, McCalps and Wom-
ans Home Companion. These mag
azines have a total circulation of
18,5OO,OOO, and have reading audi
ence in the homes of the subscrib-
ers totalling 1884, 900 people. I
have with me today samples of this
advertising. I have copies here for
the Chairman and members of the
committee and any others who may
be interested. The sample I have
just distributed is the type of ad-
vertising which the prohibitionists,
through the LANCER Bill, would
stop. This exhibit is a copy of
painting by the famous artist Doug
lsas Crockwell. The theme of the
painting is based on the fact that
many Americans are taking up a
new hobby, 1--WE extend painting"
Here, Mr.. Crockwell has captured
the pleasant atmosphere surround
ing this hobby in his paintingu for
the Foundations first advertise
ment of 1850 which will appear in
Golfers and Life magazines in Jan
uary, and Look, McCalls and Wo-
mans Home Companion in Febru-
ary. In the painting the proud "ar-
tist" who is showing off his work is
actually Crockwell's doctor. The
young lady in the green dress is the
doctors daughter and is newly mar
ried to the fellow "sizing up" his
father-in-law's work. And of course
the lady looking on is the woctor's
wife and the brides mother. No
wonder, gentlemen, the painting is
so true to life.
AS I have stated, the prohibition
lists through the LANCER Bill would
prohibit this type of advertising in
these outstanding national maga1
zines. Their principal objection is
that such advertising encourages
women and especially teen-agers to
drink beer. It has always been the
policy of the United States Brewers
Foundation to make the young peo-
pie appearing in these paintings
look at least Is years of age. If you
will observe the copy Of this paint
ing which I have distributed, you
will note that the faces Of the young
woman clearly indicate that they
are not teen-agers. The members of
the brewing industry throughout
the United States in their advertis-
ing have largely followed this lead
of the United States Brewers Foun-
dation. There have been exception
al cases where persons under Fl
years of age have appeared in
brewers advertising. But whenever
this has happened the brewer has
been urged to desist in this type of
advertising and has desisted. The
fact that there are isolated instan-
ces of this kind should not be used
as an excuse to condemn the ad-
vertising of the industry as whole.
The prohibitionists also insist
that the use of radio and television
encourages teen-agers to drink al
cohol beverages. This is as far from
the truth as anything possibly could
be. visualize, gentlemen, the use
of radio and television by the Gig
arctic industry. Most states prohib-
it the sale of tobacco products to
minors; they also prohibit the sale
of alcohol beverages to teen-agers.
Our policy of assuring that teen
ayers do not appear in the Founda-
tons national advertising is in
keeping with these state laws. BY
the same token, teen-agers do not
appear in the radio and television
programs, against which the prohi-
bitionists vehemently protest.
The fact that teen-agers may lis
ten to such programs in their homes
is merely incidental. They also lis
ten to the big cigarette companies
programs.
But, then, according to advice of
our attorney, if the American peo-
pie do not like broadcasts or tele-
casts, they can turn off the radio or
television set. This was made clear
in the words of the Supreme Court,
in the decision of Packer Corpora
ton versus the State of Utah (285
u. S. 105, p. 1100