National Affairs: Wet Line

If there is any one thing that incenses the U. S. Drys, Consolidated, it is to be reminded of the fact that the trans-Atlantic vessels of the U. S. Lines are wet. The Lines’ operators are careful not to broadcast this fact in their U. S. advertising, when they appeal to patriotic citizens to travel under the U. S. flag.

Abroad, however, U. S. Lines employ an entirely different type of advertising. Example : the advertisement appearing in last month’s Boulevardier, Paris-printed U. S. smartchart. This advertisement said:

CHEER AND CHEERIO

Outside it may be cold and foggy; no

matter; there’s a bright fire in the

Smoking Room of the Leviathan, and

congenial fellow travelers.

A cartoon of the Leviathan’s smoking

room showed 15 congenial fellow travelers

assembled at tables, before the fire and in

armchairs. Twelve, including five women,

were supplied with well-filled glasses.

Three white-coated stewards were busy in

service. What was being drunk was suggested by the central figure of the advertisement (see cut) — a steward carrying his tray with a dark quart bottle, glass and seltzer siphon. No U. S.-bound traveler in Paris could discriminate against the U. S. Lines because of Prohibition.