"After a Day on the Slopes, Beer Advertisement" Lot no. 3290
By Spencer Douglass Crockwell (American- 1904-1968)
1954 (Estimated)
24.50" x 23.00" (62.23cm x 58.42cm)
Oil on Masonite
Signed Lower Left
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Following World War II, the United States Brewers Foundation (USBF) wanted beer to be seen in a more positive light, as an integral part of the American way of life and, as their now famous tagline states, as “America’s beverage of moderation.” From 1945 to 1956, the USBF produced at least 136 ads using the same thematic elements, with 120 of them numbered as part of the “Home Life in America” series. This work is number 103 of the series and was featured in ads in the January 24th and February 7th, 1955 issues of Life Magazine.
See all original artwork by Spencer Douglass Crockwell
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