Crying in Your Beer
Historical beer advertisements can disclose rich content at different levels including product attributes, styles of marketing, and societal trends.
In Part I we saw an ad for Schaefer beer headlined “For Whom the Belles Toil”. It lampooned (needless to say) the legendary author Ernest Hemingway.
In the same newspaper, Concordiensis of Union College in Schenectady, NY, F & M Schaefer, based in Brooklyn and Albany, NY, did another literary spoof, or send-up for British readers. Schenectady is only some 20 miles north of Albany.
Schaefer was pushing at the time its vaguely named Schaefer Real Beer, seemingly “the same old” dressed up a little.
Schaefer delved somewhat differently in the literary canon, relying again on the presumed literate qualities of the campus readership.
The ad below appeared in the November 7, 1958 issue. Any thoughts what was referenced? I think we’re on a different vector here than old Papa Hemingway.
At a minimum, do you agree the tone of some advertising then was more sophisticated than we see today?
Part III continues this study.
Note re image: Image drawn from the 1958 advertisement linked in the text, via New York State Historical Newspapers. All intellectual property in the source belongs solely to the lawful owner, as applicable. Used for educational and research purposes. All feedback welcomed.