"Here are some clever jingles with gnome-like little figures, just designed to catch the eye and ear of childhood. "Hear this: The ride's been dusty, the day is hot, Is a model of railroad courtesy. As he comes tearing down the track, He blows three smoke rings from his stack, And the tavern keeper, Mr. Hale, Hurries out with the Ballantine Ale! "Here's a birthday candle, and four roses on an airmail envelope for a magic carpet. And here are some cork dolls-'Italian Swiss Colony.' "Oh, no, they haven't forgotten to rob the cradle. "Here are books to appeal to booklovers, 'Liquid Symphony' for music lovers, dances to appeal to youth. And the names 'Teacher's,' 'Old Grand-dad," so reassuring and disarming. Beautiful flowers-mountain laurel, 'Daily fresh,' 'One of the Treasurers of all time' to appeal to the romantic. Of course gin and martinis aren't as fresh as flowers. They have a very different taste and a very different result. Here's 'Old Angus Brand,' 'Gentle as a lamb.' And here's a whisky using Ben Franklin, whose water drinking according to his own relation enabled him to out-distance the beer-drinking Britons at his trade of printing! "Here are the Joe Marsh ads, glorifying tolerance-put out by a traffic that trains young people to boycott or even physically maul other young people who refuse to drink. "It's with all this, in her effort to bring up sound, healthy children who will be safe from becoming alcoholics that a mother has to compete. "Even worse yet is this new series put out by the United States Brewers Foundation because it is seeking to undermine her own resistance and invade her home with her consent-‘Home Life in America.' "See these: 'Family Musicale' by Meade Schaeffer, and 'New Beau' by Douglass Crockwell. See that darling young girl and the fine young man with whom her father is getting acquainted. And see who is bringing in the first glass of beer that may end eventually in an alcoholic's grave-Mother!" MOTHERHOOD APPEAL "Gentlemen, if you have any regard for America, if you really want us mothers to bring up the kind of fine young people who can face the difficulties of our present day and keep America what it has been in the past, forbid the alcoholic beverage traffic to make this unscrupulous use of innocent and misleading things to cloak what is a menace, a danger, in reality associated with disease, divorce, crime, and death, and not with beautiful flowers and innocent animals and home traditions and youth and health." THE INIQUITOUS BROWN BOOK OF THE BREWERS AND THE NATIONAL ASSOCIATION OF BROADCASTERS, ENTITLED "HERE'S HOW," MEANING HERE'S HOW TO TURN AMERICANS INTO SWILLERS OF BEER This vicious Brown Book was filed in the record. It is put out by the brewery interests and the National Association of Broadcasters. It, along with proponents' other exhibits of liquor advertisements, shows to what extremes desperately avaricious and unconscionable money seekers will go to capture and recruit women and young boys and girls to drink. The following is taken from the evil eyed Brown Book as an illustration of this. The masterpiece of Whistler, the great artist, one of the great artists of the nineteenth century (known all over the world), is a picture “Mother”—a stately, venerable mother close to the sunset of her life, seated in a rocker, dressed in black, and her head covered with a dainty and soft white cap, with her hands folded in her lap, holding a white handkerchief, and gazing into a hanging curtain, soon to open and receive her into the Great Beyond. This picture is almost universally recognized as the "symbol of motherhood" to all the peoples of the world. They have revered it now for over two generations. Whistler's picture of Mother is indeed close to the heart and affections of the world. Yet the brazen brewery interests of America, backed up by the National Association of Broadcasters, in their offensive advertisement have committed an unpardonable offense against American and its peoples by desecrating that picture and prostituting it to the low level of advertising and promoting beer drinking. We set out below a base defilement of this picture, prostituted by the commercialized brewery interest and National Association of Broadcasters to make money for them. Instead of the world's mother trustfully looking toward a glorious and well-earned eternity beyond the curtain's veil, the brewery interests, backed up by the National Association of Broadcasters, in order to make money, debauched that picture of motherhood by placing before the sainted mother a table on which their greedy hands placed a bottle of beer and a glass. Here is the outrageous defilement. put beer in wholesome surroundings EVEN THE ABOVE OUTRAGE, HAS BEEN CLIMAXED BY THE FOLLOWING, ALSO IN THE INIQUITOUS BROWN BOOK On another page of this notorious and widely circulated Infamous Brown Book, telling "Here's How" to make beer drinkers of American youth and womanhood, is a picture of a man, dressed in what looks like a choir or clerical robe and his hands are piously crossed over his breast, from which is seen a bottle of beer, and from his arms there emerges angelic wings. Here is the astounding cut. stress beer and ale as beverages of Bishop Hammaker stated in his opening statement to the committee, relative to the debasing colorful magazine and press advertisements and radio broadcasts, that "Again Satan has decked himself in radiant raiment of angels." The Bishop did not know of the above angelic buildup in the Brown Book when he made the above statement. Instead of his statement being merely a figure of speech, it also turned out to be literally true. The proponents wish that every man, woman, and child in the United States might see the above offensive ads. The two above desecrations are no worse than scores of other similar prodrinking ads which have appeared all over our land in the leading magazines and press, equally dishonoring and defiling youth and womanhood of all ages. America stands outraged at these corruptive advertisements ruining our boys. and girls. ALCOHOLIC BEVERAGE ADS ARE NOT NECESSARY FOR PUBLICATIONS OR OVER THE RADIO Even if such liquor advertisements were necessary for the finances of press and radio stations, it would, indeed, be a frightful price to pay to permit the boys and girls to be thus sacrified on the altar of profits. The proponents of the bill earnestly contend that publications and radio stations can succeed without the demoralizing liquor advertisements. Frank E. Gannett, president of the Gannett Newspapers, 21 in number, sent to the committee a signed statement, in which he said: "The financial success of our group of papers proves it is not necessary for a successful newspaper to carry this offensive business." "None of our 21 newspapers or any of the radio stations which I control accepts a line of liquor advertising, and so long as I have anything to say about it, they never will." "A basic principle with our newspapers is that they be fit for the home. "We are constantly receiving hundreds of letters from our readers and from our subscribers, approving our policy of not carrying liquor advertising." "One of our large local advertisers once said to me that he wouldn't want a saloon next to his store, nor did he want his ad in a newspaper next to a liquor advertisement." "I should like to urge, with all earnestness, that the committee report favorably the Capper bill." The following well-known magazines and newspapers succeed and do not accept alcoholic beverage advertising: There are today 8 magazines with 1,000,000 or more circulation; 4 with between 500,000 and 1,000,000 circulation each; 24 with more than 100,000 and less than 500,000, and 44 smaller magazines that accept no alcoholic beverage advertising. The total circulation of these magazines is more than 43,765,000. Then there are the Curtis publications, Country Gentleman, Ladies' Home Journal, Saturday Evening Post and Holiday with 10,800,000 guaranteed circulation and no alcoholic beverage advertising. The Reader's Digest with 10,000,000 circulation and no advertising. There are 90 leading farm papers, two with 1,000,000 circulation each and 18 with more than 100,000 circulation, ranging up to 980,000 circulation that take no alcoholic beverage advertising, exclusive of The Country Gentleman with 2,200,000 circulation listed among the Curtis publications. The following metropolitan dailies accept no alcoholic beverage advertising: Des Moines (Iowa) Register and Tribune (morning, evening and Sunday combined) __. Harrisburg (Pa.) News and Patriot (combined). 838, 143 84, 083 Kansas City (Mo.) Times and Star (morning, evening, and Sunday combined). 1, 076, 238 Minneapolis (Minn.) Tribune Star and Times (morning, evening and 779, 112 South Bend (Ind.) Tribune (evening and Sunday combined). 171, 062 116, 337 The Gannett chain of 21 daily and Sunday papers in 19 cities of New 888, 531 In addition, there are at least 180 daily newspapers and approximately 4,000 weekly newspapers that refuse all alcoholic-beverage advertising. REPRESENTATIVES OF AMERICA'S GREAT EDUCATIONAL SYSTEM REGARD IT IMPERATIVE THAT THIS BILL PASS Dr. Joy Elmer Morgan, editor of Journal of the National Education Association, Washington, D. C., gave the following significant testimony before the Committee: "Gentlemen of the committee: I came to speak on behalf of the children and the teachers. From the earliest days of our history as a Nation every good 62655-47- -12 teacher-Horace Mann and all the others-has spoken against the evils of beverage alcohol because he has seen first-hand its blighting effects upon the lives of children and youth who are the worst sufferers. They are the ones who pay most dearly for the drunkenness, disease, poverty, and broken homes which everywhere accompany the use of liquor. "May I read from the platform of the National Education Association as given on page 213 of the NEA Proceedings for 1946: "The National Educational Association advocates the expansion of our physical-fitness program which will help the child to understand the scientific basis of health, physical and mental, and to develop health habits. This will include instruction regarding the effects of alcohol and narcotics upon the human body and upon society.' * * * “We have allowed to grow up a fabulous structure of liquor advertising which penetrates into almost every home and school in the land through radio and newspapers and magazines. Thus we see the work of the schools undone and the instruction of the teachers brought to naught.” Liquor advertising strongly condemned Liquor advertising is miseducation— "There are some 900,000 teachers in the common schools of our country. If every one of these teachers were to give 40 hours each year teching the harmful effects of alcohol and nothing else we would be spending less for that purpose than the liquor interests are now spending to miseducate the American people." Even secular education cries aloud for banning liquor advertising "Let us set the child in our midst as our greatest wealth and our most challenging responsibility. Let us exalt him above industry, above business, above politics, above all the petty and selfish things that weaken and destroy a people. Let us know that the race moves forward through its children and, by the grace of Almighty God, setting our faces toward the morning, dedicate ourselves anew to the welfare of childhood. Gentlemen of the Committee: If we are to do this-if we are to serve the children of our generation-we must begin now to curb the forces that destroy the home and handicap childhood. I urge therefore on behalf of the children and the teachers of America that S. 265 be promptly enacted into law." THE SPECIFIC PROPONENTS AND THE HIGH LIGHTS OF THEIR TESTIMONY Bishop W. E. Hammaker (Methodist), of the Rocky Mountain Region living in Denver, Colo., was chairman of proponents' steering committee, and introduced each of proponents' witnesses. He also presented and read the masterful resolution of the Council of Bishops of the Methodist Church, representing 81⁄2 million members, passed at its meeting this May 1947, strongly condemning the obnoxious and blighting pro-liquor-drinking advertisements, characterizing them in the strongest terms as "seductive" and "misleading." Bishop Hammaker himself also testified and asked the dramatic question of the Senate committee, as to liquor advertisements, "Have you ever noticed this, gentlemen, that no pictured man or woman drinker is ever disheveled or silly in appearance?" The following masterful indictment of his was the basis of the press agencies' reports which were published all over the Nation. "There is never a sign of boisterous gayety. No stagger-no, not even a swagger! Poised, masterful men; beautifully gowned, well-behaved women! No unseemly coarseness in the relations of men and women in high-priced lounges or low-priced taverns. No fights, no brawls, no murders! No such pictures! The men who create the 'ads' seem to know nothing about such awkward scenes. Yet, in magazines, newspapers, and on the air our youth, our young people, even our children are being beguiled with such fragmentary and befuddling allurements to become drinkers as a means and method of social success." Bishop Hammaker pointed out the people's helplessness, in that our sous and daughters "Cannot 'barricade' themselves against these ads. They invade every home, no matter howso'er defended. They come in as irresistibly as the light comes in with the rising of the sun." Referring to the ads and propaganda trying to carry over the idea that alcohol is only harmful to those who are allergic to it, Bishop Hammaker stated. "Nobody can know whether he is allergic to alcohol or not. Worse, nobody can know whether his son, his daughter is allergic. No individual is wise enough to know himself in this matter; no doctor can tell him; no scientist has dug deep enough to find the answer." He referred to these ads as "sordid, shameful, slimy, scrofulous, rather than glad, noble, and fine as the ads try to tell us. And in countless instances their 'trying' is not in vain. Perfidy prevails. Evil seems to be good. Too late, a great company finds out that once again Satan has decked himself in the radiant raiment of angels." The Council of Bishops of the Methodist Church sent resolution passed in May 1947 stating that the Methodist Church, with a membership of more than 8,000,000 communicants, are in favor of the bill-"as a step toward the protection of the homes of this land against the insidious invasions of beverage alcohol." The vigorous resolution of the bishops calls attention to the fact that the "childhood and youth should not be subjected to the seductive, and misleading, and ofttimes utterly false statements contained in liquor advertisements." The Council of Bishops strongly urged the Congress to enact the bill-"as the law of the land." Dr. J. M. Dawson, executive secretary, joint conference committee of American Baptists, Washington, D. C., states that he speaks with certainty concerning convictions of 14,000,000 members found in the Baptist conventions of America, represented by the joint conference committee, as favoring the Capper bill. Dr. Dawson states that the interstate exploitation of liquor, through advertisement, disturbs the Baptists. He regards the advertisements as "Most corrupting and detrimental to the people. The alluring advertising spread, aimed at convincing the people that general alcoholic consumption is socially smart, essentially healthful, and absolutely contributory to success is tragical miseducation. It is powerful, fraudulent sales talk for a commodity, which according to scentific surveys, creates widespread poverty and moral degradation, which, according to medical advices, by any over-indulgence, is a them "as the law of the land." Dr. Roswell P. Barnes, associate general secrtary of the Federal Council of the Churches of Christ in America, stated his organizaion, comprising a constituency of "25 national denominations with a combined membership of some 27,000,000 persons," had gone on record as follows: "We deplore the effect which the advertising of alcoholic beverages is destined to have, especially upon the mind of youth through its unwarranted and false claims." He deplored the advertisements, which seek to invest the use of alcohol with— "prestige and desirability," stating that advertising does have an influence on the "as the law of the land." He deplored how, in these advertisements, "women are very frequently pictured," stating that "public policy requires that the instruments of public communication should not run counter to the efforts of public educational institutions, the churches and other agencies which are trying to deal with this problem at the deeper levels." The enthusiastic backing of this bill by the 27,000,000 constituency of the Federal Council of Churches speaks volumes. Roger W. Babson, Wellesley Hills, Mass., statistician, founder, president, Babson Institute, chairman of the board, Babsons Reports, Inc., vice president Gamewell Co., Newton Trust Co., director, Baltimore-American Ins. Co., National Liberty Insurance Co.; sent message to the committee urging the passage of the bill, saying: "Advertising artificially stimulates sales and drinking of liquor should not be furthered by this activity surrounded with such alluring charm. The preservation of our national life requires safeguarding the youth from such appeals." Mr. Babson also was quoted at length by Senator Capper in the latter's statement before the Senate Committee, at the beginning of the hearing. Herbert H. Parish, Administrative Director of the National Temperance Movement, Inc., 77 West Washington Street, Chicago 2, Ill., quoted a resolution of the North Dakota Legislature favoring this bill "to bar all forms of liquor advertising." Mr. Parish said: "No one in America desires to increase the number of alcoholics. Their number has steadily increased in recent years until now there are 750,000 chronic alcoholics in this country. The distinguished members of this committee will all agree that this number should be reduced at the |