Skip to main content

Search

Donate

Home Smithsonian Institution

Site Navigation

  • Visit
    • Hours and Locations
    • Entry and Guidelines
    • Mall Museum Map
    • Dining
    • Shopping
    • Accessibility
    • Group Visits
  • What's On
    • Exhibitions
      • Current Exhibitions
      • Upcoming
      • Past Exhibitions
      • Online Exhibitions
    • Today's Events
    • Online Events
    • All Events
    • IMAX & Planetarium
  • Explore
    • Art & Design
    • History & Culture
    • Science & Conservation
    • Collections
      • Open Access
      • Smithsonian Snapshot
    • Research Resources
      • Libraries
      • Archives
        • Smithsonian Institution Archives
        • Air and Space Museum
        • Anacostia Community Museum
        • American Art Museum
        • Archives of American Art
        • Archives of American Gardens
        • American History Museum
        • American Indian Museum
        • Eliot Elisofon Photographic Archives, African Art
        • Freer and Sackler Archives
        • Hirshhorn Archive
        • National Anthropological Archives
        • National Portrait Gallery
        • Ralph Rinzler Archives, Folklife
        • Libraries' Special Collections
    • Blogs
    • Podcasts
    • Mobile Apps
  • Learn
    • For Kids and Teens
    • For Educators
      • Resources
      • Field Trips
      • Professional Development
      • Events
    • Youth Programs
    • Fellowships and Internships
  • Get Involved
    • Volunteer
      • Behind-the-Scenes
      • Digital Volunteers
      • Smithsonian Call Center
      • Visitor Information Specialist
      • Docent Programs
    • Citizen Science
    • Work with Us
      • Office of Human Resources
        • Working Here
        • Employee Benefits
        • Job Opportunities
        • How to Apply
        • Job Seekers with Disabilities
        • Frequently Asked Questions
        • SI Civil Program
        • Contact Us
      • Affiliations
      • Global Partners
  • Support
    • About Membership
    • Become a Member
    • Renew Your Membership
    • Make a Gift
  • About
    • Museums and Zoo
    • Research Centers
    • Cultural Centers
    • Education
    • Our Organization
      • Leadership
        • Secretary Bunch
        • Advancement
        • Communications
        • Administration
        • Education
        • Museums and Culture
        • Science and Research
      • Board of Regents
        • Members
        • Committees
        • Reading Room
        • Bylaws, Policies and Procedures
        • Contact
        • Schedules and Agendas
        • Meeting Minutes
        • Actions
        • Webcasts
      • General Counsel
        • Legal History
        • Internships
        • Records Requests
          • Records Request Reading Room
        • Tort Claim
        • Subpoenas & Testimonies
        • Events
      • Equal Employment Office
        • EEO Complaint Process
        • Individuals with Disabilities
        • Special Emphasis Program
        • Supplier Diversity Program
          • Doing Business with Us
          • Policies and Procedures
          • Additional Resources
          • Goals and Accomplishments
      • Sponsored Projects
        • Policies
          • Animal Care and Use
          • Human Research
        • Reports
        • Internships
    • Reports and Plans
      • Annual Reports
      • Metrics Dashboard
        • Dashboard Home
        • Virtual Smithsonian
        • Public Engagement
        • National Collections
        • Research
        • People & Operations
        • One Smithsonian
      • Strategic Plan
    • Newsdesk
      • News Releases
      • Media Contacts
      • Photos and Video
      • Media Kits
      • Fact Sheets
      • Visitor Stats
      • Secretary and Admin Bios
      • Filming Requests

Advertisement from Brewing Industry Foundation

National Postal Museum

Addthis Share Tools

    • Print

Object 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

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 Framework
IIIF provides researchers rich metadata and media viewing options for comparison of works across cultural heritage collections. Visit the IIIF page to learn more.
View manifest View in Mirador Viewer

Footer logo

Link to homepage

Footer navigation

  • Contact Us
  • Press Room
  • Human Resources
  • Host Your Event
  • Access Smithsonian
  • EEO & Supplier Diversity
  • Inspector General
  • Records Requests
  • Privacy
  • Terms of Use

Social media links

  • Facebook
  • Instagram
  • Twitter
  • YouTube

Email signup form

Email powered by BlackBaud (Privacy Policy, Terms of Use)
Back to Top