American Medical Association, - Moderation Theory out of Plumb with Scientific Fact about Alcohol of special interest to beer drinkers.

Albany, NY, New York State Issue, (January, 1946). vol XXXVII 4. G PB. Alcohol is a poison, inherently, absolutely, essentially. Plainly the quantity cannot alter its chemical composition. Official Organ of the Anti-Saloon League of New York. An Advocate of Christian Patriotism. Wallace H. Marsh, Editor "The chief characteristic that makes alcohol so popular is that it acts as an anesthetic for the conscience." "Liquor strategy 1935. Teach American women how to drink.invite and welcome them to your bars and taprooms." "Make liquor conscious***make it smart to drink wine." "Our industry is just as respectable as banking, as the newspaper, as any other business." "Nothing counts like making a profit." "Don't forget the fifteen million votes which made repeal possible. Cultivate and please them and the future of your business is secure." "The real reasons why people drink: 1. To combat feeelings of insecurity, inferiority, and guilt. 2. Because of their inability to face reality." Address back page, edges tanned and some splits.

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