From
the mid-forties the United States Brewers Foundation ran a series of ads in the
weekly and monthly consumer magazines to promote beer drinking at home. The ads were called Home life in America and
each featured an illustration of white middle-class folks having a good time…thanks
to the beverage of moderation.
The
leading commercial artists of the times were used including Douglas Crockwell
(he did seventy paintings) Stevan Dohanos, Haddon Sundblom, Mead Schaeffer,
John Gannam, Fred Siebel, Pruett Carter, Ray Prohaska, Austin Briggs and Glenn
Crober.
There were 119 numbered ads
though this is slightly misleading because there were two numbered 2 and Douglas Crockwell’s
Thanksgiving (left) was used three times and Haddon Sundblom had a painting used twice.
Each ad also featured a small illustration of
some food and a glass or two - I’ve used some of these as a frieze across the
top, as the look of the ads were very similar I’m only showing the art. Here are the first twenty plus a surprise at
the end. Check out the Index for the rest of the series.
The next twenty paintings from this ad campaign are in the February 2013 Archive
 |
| A cool bit of satire by Bill Elder from Mad Magazine, April 1956 |
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