Follies of the Madmen #297

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Maybe some Canadian WU-vie can explain the subtext of this ad. Three men hold up photos of hockey players while looking benignly but perhaps jealously at the fourth fellow who is smart enough to have a beer in his hand instead, with his own hockey photo (program book?) resting on a tabletop.

Huh?

Original ad here.

Posted By: Paul - Mon Nov 28, 2016
Category: Business, Advertising, Products, Regionalism, Sports, 1960s, North America, Alcohol





Comments
They are jealous of the fourth man in that while they have their hockey photos (photos at the time were a much higher value object than they are now, and hockey players in Canada are celebrities), he has a beer. The inference being that a beer is a better thing to have.
Posted by xgwpc on 11/28/16 at 10:36 AM
Maybe they're holding program books -- showing off that they got tickets to a game. But they're still jealous of him holding a beer.
Posted by Alex on 11/28/16 at 10:40 AM
I like these two similar explanations--except they overlook that fourth program book on the table!
Posted by Paul on 11/28/16 at 10:45 AM
The fourth guy put down his program book to pick up the beer.
Posted by Alex on 11/28/16 at 11:44 AM
"Hey, you hoser! Gimme a Molson, too. Then take off, eh!"
Posted by KDP in Madill, OK on 11/28/16 at 02:32 PM
The three men with a hockey program seem to be looking to where a bartender would be. It may have been a promotion with a free beer on specially stamped ones and the man with his beer has cashed his in?
Posted by BMN on 11/28/16 at 03:16 PM
I like BMN's idea: "Surrender your book for a beer!" "Okay, we will!"
Posted by Paul on 11/28/16 at 08:08 PM
The three guys are simply jealous because they may have a program, but they don't have a beer, while the fourth one has a program and a beer. They are looking away at the beer salesman (probably a guy with a box hanging from his shoulders) because their intention is to buy a beer the first chance they get. They are not moving because they are at a hockey tournament, hence the program.
Posted by Yudith on 11/29/16 at 06:00 AM
Not shown in the picture is the fourth guy's lady friend and she is quite good looking. wink
Posted by GFinKS in Near OZ on 11/29/16 at 11:04 AM
The man on right is smug because he can read. (His program book is open.) The other 3 can't read; they don't know what to do with their books. They are making sarcastic faces toward him, because he's showing off, and they are thinking, "Big deal, hoser."
Posted by Virtual in Carnate on 11/29/16 at 12:21 PM
The guy with the beer is the guy in the photo
Posted by S. Norman on 11/30/16 at 09:32 AM
He's probably with the Montreal Canadiens. Molsen owned them. The picture is not clear enough to see a number or the uniform. And I'd get fired if a went through all these trying to find his photo:
https://en.wikipedia.org/wiki/1961–62_Montreal_Canadiens_season
Posted by S. Norman on 11/30/16 at 12:15 PM







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