Abstract
This research provides context for controversy surrounding alcohol advertising policy in the United States, examining the National Broadcasting Company’s (NBC) policy on liquor advertising following the ratification of the 21st Amendment in 1933. Until the repeal of Prohibition, alcohol advertising had not been considered in the United States, giving broadcasters a new frontier to explore during radio’s golden age. This paper examines original inter-office memos illustrating the dialogue between NBC executives from 1932 to 1939 about whether or not to accept advertising accounts for alcoholic beverages. Out of respect for public interest, NBC ultimately decided against airing alcohol advertisements.
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