Word: liquor
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Dates: during 1950-1959
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...anything bothers the liquor industry more than teetotalers, it is the legal taboos that restrict its advertising copy. While many an industry from cereals to soap touts its product as a boon to health or happiness, distillers are barred by Internal Revenue's Alcohol and Tobacco Tax Division from using "any advertisement which creates the impression that distilled spirits will contribute to the mental or physical well-being of the consumer, or may be consumed, even in moderate quantities, without any detrimental effect." Last week there were signs that the industry is getting around the law with ads discreetly...
...Liquor trade journals hailed Distillers Corp.-Seagrams as a trail blazer for its ads claiming that "Clear Heads Call for Calvert Taste." Its Calvert subsidiary ran the ads despite the Government's disapproval-based on the ad's implicit promise of freedom from hangover. But it later changed the wording to "Clear Heads Agree: Calvert Tastes Better" after a threat of formal charges. While Seagrams nervously denies that it is trying to make a test case for the industry, Vice President
Victor A. Fischel says: "We believe that we ought to have the right to tell any true story in advertising our product. The Government says we cannot make any claim to therapeutic values, regardless of truth. That is an odd position, considering the fact that the only liquor that could be sold legally during Prohibition was liquor for medicinal purposes...
...Levine, Dave Beck Jr. and a partner each put up $24,500 for a total of 49% interest in K & L, and Dave Jr. became vice president of the company. Two years later, Mrs. Dave Beck Sr. paid Levine $40,000 for a 40% interest in a K & L liquor-distributing organization...
Another factor, which applies to soft drinks and hard liquor as well as tobacco, has to do with pampering oneself" and feeling guilty about doing so. Dr. Ernest Dichter, a Viennese psychologist now practicing MR at Croton on Hudson. N.Y., and one of the pioneers in the field, concluded that every time a "self-indulgent" product is sold, the buyer's guilt feelings must be assuaged by couching the advertising in terms to make the self-indulgence morally acceptable; for example, by saying you deserve candy...