Guide to the DFS (Dancer, Fitzgerald, Sample) Ad Agency Falstaff Beer Advertisements

Summary
Collection ID:
NMAH.AC.0332
Creators:
Dancer Fitzgerald Sample.
Dates:
1945-1946.
Languages:
English
Collection is in English.
Physical Description:
0.3 Cubic feet
1 box
Repository:

Scope and Contents
Scope and Contents
This collection consists of a single scrapbook of proofsheets and photo proofs from DFS's advertising campaign for Falstaff Beer in the period 1945 1946.
The advertisements center around three distinct themes. The first and most comprehensive features a salute to "The Men Who Keep Faith with America." These ads contain handsome black and white woodcut illustrations depicting men at work in a wide variety of occupations, accompanied by a text which emphasizes each occupation's contribution to the war effort. Some of the occupations featured include: railroad workers, telephone linemen, grocers, policemen, laborers, design engineers, construction workers, white collar workers, bus drivers, doctors, farmers, bakers, steel workers, cowboys, machinists, newspapermen, and auto mechanics. Interestingly, this campaign does include a few women newspaperwomen.
The second theme treated in this scrapbook features returning veterans, who have earned the right to relax and enjoy the bounty of America. They are depicted in a variety of social scenes, such as at parties or at the beach.
The final theme concerns tie ins for the "Falstaff Show" on radio. These also feature Americans enjoying their rights to relaxation and depict men and women playing tennis and baseball, bowling, fishing, etc.

Arrangement
Arrangement
The collection is arranged into one series.

Biographical / Historical
Biographical / Historical
The DFS (Dancer, Fitzgerald Sample) Advertising Agency was a New York based firm organized in 1923. One of their clients was the Falstaff Brewing Corporation of St. Louis, Missouri. DFS was merged into the Saatchi & Saatchi advertising agency in mid 1987.
In 1917, Joseph Griesedieck founded the Griesedieck Beverage Company after purchasing the small Forest Park Brewing Company plant in St. Louis. During Prohibition, the company changed its name to the Falstaff Corporation, and produced soft drinks and near beer. Towards the end of Prohibition, the name was again changed, to the Falstaff Brewing Corporation. The company received the first Federal permit issued when brewing was made legal again in 1933. In 1935 the company was among the first to pioneer the concept of multiple breweries in several cities. By 1973 it was among the top ten American breweries in terms of sales. It was purchased by the General Brewing Company in 1977.

Administration
Processing Information
Collection processed by Craig Orr, 1990.
Author
C.A. Orr
Immediate Source of Acquisition
The scrapbook was discovered in a records storage center in New York and was donated to the Archives Center by the archivist of the Procter & Gamble Company in 1989.

Using the Collection
Preferred Citation
DFS Ad Agency Falstaff Beer Advertisements, 1945-1946, Archives Center, National Museum of American History.
Conditions Governing Use
Collection items available for reproduction, but the Archives Center makes no guarantees concerning copyright restrictions. Other intellectual property rights may apply. Archives Center cost-recovery and use fees may apply when requesting reproductions.
Conditions Governing Access
Collection is open for research.

Keywords
Keywords table of terms and types.
Keyword Terms Keyword Types
Occupations Topic Search Smithsonian Collections Search ArchiveGrid
Beer Topic Search Smithsonian Collections Search ArchiveGrid
Proof sheets Type Search Smithsonian Collections Search ArchiveGrid
Patriotism Topic Search Smithsonian Collections Search ArchiveGrid
Recreation -- 1940-1950 Topic Search Smithsonian Collections Search ArchiveGrid
Women -- Employment Topic Search Smithsonian Collections Search ArchiveGrid
Scrapbooks -- 20th century Type Search Smithsonian Collections Search ArchiveGrid
Advertisements Type Search Smithsonian Collections Search ArchiveGrid
advertising -- Alcoholic beverages Topic Search Smithsonian Collections Search ArchiveGrid
Falstaff Brewing Corporation. Corporate Name Search Smithsonian Collections Search ArchiveGrid

Repository Contact
Archives Center, National Museum of American History
P.O. Box 37012
Suite 1100, MRC 601
Washington, D.C. 20013-7012
archivescenter@si.edu
http://americanhistory.si.edu/archives