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Santa in Dewars White Label advert
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Santa in Dewars White Label advert
Father Christmas receives a wish list asking for more variety in our food, more houses, more clothes, and less austerity and officialdom in this Dewars White Label scotch whisky advertisement from 1947, in post-war austerity Britain. Date: 1947
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Media ID 7183999
© Mary Evans Picture Library 2015 - https://copyrighthub.org/s0/hub1/creation/maryevans/MaryEvansPictureID/10513533
1947 Alcohol Austerity Dewar Dewars Label Rationing Whisky Santa
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In this black-and-white photograph from 1947, Father Christmas sits comfortably by the fireplace, surrounded by a mountain of letters and parcels. His jolly face is adorned with a twinkle in his eye and a warm smile, as he prepares to read through the endless wish lists of children from post-war Britain. The room is filled with the cozy atmosphere of the holiday season, yet the air carries a sense of anticipation and hope, as the country was still grappling with the aftermath of World War II and the austere living conditions that came with it. Among the letters, one in particular stands out, with its distinctive Dewar's White Label label peeking out from the envelope. The wish list inside reads, "Dear Santa, I wish for more variety in our food, more houses, more clothes, and less austerity and officialdom." This poignant request reflects the longing for a return to normalcy and abundance, as rationing and shortages were still a part of everyday life in Britain during the late 1940s. The Dewar's White Label advertisement, with its heartfelt message, served as a reminder that even in the most challenging of times, people held on to the traditions and joys of the holiday season. The image of Father Christmas, with a glass of Dewar's White Label in hand, symbolized the spirit of comfort and companionship that could be found in a simple moment of relaxation and reflection. This photograph, a testament to the resilience and optimism of the human spirit, continues to captivate audiences and evoke feelings of nostalgia and warmth.
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