1. American Studies
... dominant readers of the magazine. With an add for Old Granddad, " a bourbon that makes friends last", it slogan is "Head of the Bourbon Family." This denotes that a man, old granddad should be the head of the family, and therefore should drink this bourbon, perfectly logical in 1955. Most of the alchohol adds are driven towards men ... can be seen in Visual Portfolio in the book "Rereading America" where the first advertisement it shows is for Jim Beam bourbon. The caption reads excitedly "You can count on them to never ask you to "Get in touch with your feminine side"." This portray ......
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