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Here are three other ads aimed at youth's uncertainty of itself and desire to be correct.
See this one: "If he wants the best table, he must want Paul Jones." And this one: “Speaks volumes for your good taste, Henry."
Here is a Siamese cat: "Easy to see he's well educated,” with the inevitable whisky bottle much to the fore.
And P. M.—the gardenias followed by a whisky tray. Corby's—associated with the style of hats. Really it is not the brains of the liquor people that get these up. They hire advertising men who know how to advertise. That is where they get their ideas.
And now a collection associating beer or whisky with every conceivable sport or hobby dear to the heart of a boy or man.
Note the glow of health on the Pabst beer ads. They do not say, “Pabst is good for your health,” in words. That would violate Treasury Department restrictions. They say it with pictures, which is even worse. Visual impressions are stronger than words.
And now look at this collection designed to appeal to the young girl. See the dainty table settings, engraved rock crystal, silver, flowers, and lace, the sophisticated party-goers, the gracious young hostess, the youthful shopper with her market basket, the smart thing
And here is the beautiful gracious actress and the invitation to dramatize yourself with Budweiser beer.
Here is the appeal to the older woman, household-hint pages emphasizing the need of wine, brandy, or whisky to complete the meal. Here is a recipe, “To tame a bear” offer him beer. That is a growling husband, as if you did not know. Beer is apt to make bears gruffer, incidentally
Not even the children are forgotten.
Here is a cute little bear cub, and notice what he is saying: "Hmmmore smart people making tracks for Calvert."
Any little boy or girl looks through magazines and looks at the pictures, and, “Daddy, Mama, read this to me,” because they see the little cubs and the little dogs and all of that sort of thing.
Here is a wooden Indian. And a whole collection of funny roosters, “Sunny morning flavor.” Does a “Sunny morning flavor" or a "darkbrown taste” really belong to the morning after?
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,
Hurries out with the Ballantine ale. And yet rule G of the railroad would prevent any engineer taking beer or any other kind of liquor.
Here is a birthday candle, and four roses on an airmail envelope for a magic carpet. And here are some cork dolls, “Italian Swiss Colony." There is a circus wagon, too, to attract the children.
Oh, no, they have not forgotten to reb the cradle.
Here are books to appeal to book lovers, Liquid Symphony for music lovers, dances to appeal to youth. And the names Teacher's," and “Old Granddad," so reassuring and disarming. Beautiful flowers, “Mountain Laurel,” “Daisy fresh,” “One of the Treasures of all time" to appeal to the romantic. Of course gin and martinis are not as fresh as flowers. They have a very different taste and a very different result. Here is "Old Angus Brand," "Gentle as a lamb." And here is
” “ a whisky using Ben Franklin, whose water drinking according to his own relations enabled him to outdistance 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.
Senator, down in Florida this winter at Lakeland I saw a daily paper, and one of the Joe Marsh ads, and the suggestion there was instead of taking a honeymoon that a young couple ought to stay home and drink beer. Can you imagine a bridegroom having to kiss his bride with a beer stench on her breath, but after all that is the idea. I wrote to Mr. Young of the C. & O. Railroad, wondering whether or not he would like that idea of not spending money for railroad trips, but staying at home and drinking beer. I heard from his secretary. I have not heard from him yet.
It is 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 Musical, by Meade Schaeffer; and New Beau, by Douglass Crockwell. The father is trying to make the young fellow comfortable, but mother is bringing him the beer. 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.
Gentlemen, if you have any regard for America, I brought something else along; this is not exactly an ad, but certainly it was put there for a purpose. Here is a bottle of blended whisky, and the name on it is “K-i-d” “Kid," and you notice also that it is in a half-pint size to go in the hip pocket, and it appeals to the boy and girl that is under age, and would not be allowed legally in any State to buy that whisky. But it is a “Kid” whisky.
Here is another whisky ad in the paper that has that same half-pintsize bottle that is becoming very popular in their advertising, to induce minors and young people to drink.
Senator REED. Do you make a distinction as to the effect of color ads? Mrs. Colvin. Color is more appealing.
Senator REED. Colored weekly periodicals or monthly periodicals, as against daily newspapers in black and white.
Mrs. Colvin. Here is a black and white one. "My beer is Rheingold," an attractive young woman with the beer. That sort of thing is all over the country. Girls that live in country districts—this happens to be a New York paper, the New York Sun of last Tuesday, but I see them in small country newspapers where they do not have the magazines and the attractive colored pictures. They are appealing to all sorts of people everywhere.
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 and is in reality associated with disease, divorce, crime, and death, and not with beautiful flowers and innocent animals and home traditions and youth and health.
Hear what distinguished psychiatrists have had to say about liquor.
Drs. Merrill Moore, Abraham Myerson, and Leo Alexander suggested that the Federal Food and Drug Administration should require all distillers to place on their bottles a label somewhat like this:
Directions for use: Use moderately and not on successive days. Eat well while drinking, and, if necessary, supplement food by vitamin tablets while drinking.
Warning: It may be habit-forming; not for use of children. If this beverage is indulged in immoderately, it may cause intoxication (drunkenness); later, neuralgia and paralysis (neuritis) and serious mental derangement, such as delirium tremens and other curable and incurable mental diseases, as well as kidney and liver damage.
If the Government would put that kind of a warning on every bottle, even the word “Kid” might not be so attractive.
Senator REED. Would you suggest amending the Capper bill to contain that sort of thing?
Mrs. COLVIN. No; I am not wanting to amend the Capper bill, only to make it a little stronger, there are two or three things that I would like to have you insert in there, including television.
You asked this morning whether or not there were magazines that did not carry liquor ads.
There are today 8 magazines with 1,000,000 or more circulation, 4 with between 500,000 and 1,000,000, 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 advertising. The Reader's Digest with 10,000,000 circulation and no advertising.
Senator REED. Are those in addition to the 43,000,000 aggregate in the paragraph above?
Mrs. COLVIN. I think they are included in that 43,000 000.
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
1947 Chicago (Ill.) Daily News.
491, 046 Christian Science Monitor (Boston, Mass.)
155, 302 Deseret New (Salt Lake City, Utah)
41, 597 Des Moines (Iowa) Register and Tribune (morning, evening, and Sunday combined)-
838, 143 Harrisburg (Pa.) News and Patriot (combined).
84, 093 Kansas City (Mo.) Times and Star (morning, evening and Sunday combined.
1, 076, 238 Minneapolis (Minn.) Tribune, Star, and Times (morning, evening, and Sunday combined)
779, 112 South Bend (Ind.) Tribune (evening and Sunday combined)
171, 062 Topeka (Kans.) Capital (daily and Sunday)-
116, 337 The Gannett chain of 26 daily and Sunday papers in 19 cities of New York, Connecticut, New Jersey, and Illinois.
888, 531 In addition there are at least 180 daily newspapers and approximately 4,000 weekly newspapers that refuse all alcoholic beverage advertising. The peak advertising years were 1928 and 1929, during the prohibiEditor and Publisher, January 31, 1947, page 19 says:
: With a total lineage gain of 24.3 percent over 1945, according to Media Records measurements for 52 cities, 1946 was second only to 1928 and 1929, the biggest years in history in advertising volume
*." So that all of this $3,000,000 liquor advertising that Time is accepting, Time, Inc., and the $100,000,000 that have been put in magazines, has not even brought up the revenue from the advertising to what it was under prohibition in 1928 and 1929. That is according to the Media Records and the Editor and Publisher.
The newspapers, magazines, and radio stations do not need this alcolohic beverage advertising in order to prosper.
Mothers need to be freed from its dangerous influence in order to do their job well.
If you will not stop this flood of ads over the radio and these glamorous pictures on all sides, we cannot answer for the successful outcome of our task.
Society owes something in cooperation to a mother, too.
I ask permission to file these exhibits and make them a part of my testimony.
Senator REED. You mean these magazine ads?
Mrs. Colvin. You may have those, and you may have this whisky bottle, too, if you like that.
Senator REED. We let Mrs. Colvin, who was one of our original 30minute witnesses, run over the time limit after her time mostly had been transferred to somebody else.
Please confine your witnesses now to 5 minutes, and if they are unable to read their statement in that time, it will all go into the record.
Bishop HAMMAKER. We will now call on Albert D. Betts, who in 112 minutes will give you a different kind of advertising exhibit.
STATEMENT OF ALBERT D. BETTS, EXECUTIVE SECRETARY FOR
THE SOUTH CAROLINA FEDERATED FORCES FOR TEMPERANCE AND LAW ENFORCEMENT, AND ALSO REPRESENTING THE WCTU OF SOUTH CAROLINA, ORANGEBURG, S. C. (By request.) Mr. BETTS. Mr. Chairman and gentlemen, my name is Albert D. Betts, of Orangeburg, S. C., representing the South Carolina Federated Forces for Temperance and Law Enforcement, and also the WCTU for South Carolina.
I am with the Temperance and Law Enforcement Association. have a series of advertisements that we want to call to your attention.
This is a new series that the beer interests are getting out that do not have any brand on them, but represent the entire beer industry.
In one is another series of beer advertisements by Schlitz, an incomplete list, but very effective in colors and very attractive to readers.
Your attention has already been called to the “Men of Distinction" series. This is one that contains many of that series.
A liquor concern in Philadelphia has gotten out a very attractive series of historical pictures, and a subject that is worthy of better sponsorship.
Now we come to the enormous circulation of liquor advertisements in the more popular magazines. This is out of one issue of the American magazine.
This one came from Redbook.
Here we have one that came out of Liberty magazine from March 15.
Note the large number in single issues of magazines and nearly all of them in color.
This is from Redbook of May, the current issue.
You will notice these are the more prominent magazines that circulate in the homes of our people all over the country.
This is from Collier's Weekly, out of a single issue.
The vast extent with which this advertising campaign is being carried on in a single issue, and these coming out weekly or monthly, that is making a tremendous impression upon the American home.
We have passed over the smaller magazines that advertise these liquor and beer and wine products because they are the ones that are reaching the homes of the American people, and this is the most serious threat in my judgment to the welfare of our nation.
Senator REED. Thank you. Bishop HAMMAKER. Arthur J. Todd, manager of the Washington Office of the Committee on Publications of the Christian Science Committee from Washington. STATEMENT OF ARTHUR J. TODD, REPRESENTING THE CHRISTIAN
SCIENCE DENOMINATION Mr. TODD. My name is Arthur J. Todd, and my official title is manager, Washington Office of Committee on Publication of the First Church of Christ, Scientist, in Boston, Mass., of which I am a member.