Vintage Toronto Ads: Pour Me a Psycho-Physical Driving Test
Torontoist has been acquired by Daily Hive Toronto - Your City. Now. Click here to learn more.

Torontoist

news

Vintage Toronto Ads: Pour Me a Psycho-Physical Driving Test

20100330labattsafedriving.jpg
Source: New Liberty, March 1948.

For at least a year, Labatt’s ran a series of public service announcements in New Liberty magazine that touted their touring psycho-physical driving test units, whose stops included the Canadian National Exhibition. While the ads showed how drivers learned how to better gauge appropriate spaces to pass and find out if their night vision was up to snuff, nowhere is it mentioned that one should indulge in a few rounds of Labatt’s main business interest before hitting the road.
By the late 1940s, professionals were beginning to realize that getting behind the wheel while drunk was dangerous. Nearly a year before today’s ad appeared, the Telegram ran an editorial after St. Andrew MPP J.B. Salsberg criticized the suspension of a truck driver’s licence due to an impaired driving charge as a hardship for the driver’s family (the government indicated it had no intention of making any exception to the existing licence suspension laws):

In view of the serious menace to public safety which the drunken driver presents there can be little support for any proposal to loosen the operation of the law in this respect. Nor is it desirable, whatever the hardship involved, that variations in the application of the law should be permitted. Leniency in one case would open the door to pressure for leniency in other cases. It is in the public interest that all drivers should realize what such infractions of the law entail and that they should understand that if they offend in this way there is no escape from the penalty provided.
Locomotive engineers, it is understood, are not permitted to drink while on duty. It is quite as imperative that truck and automobile drivers, who do not travel on a private right of way, should avoid intoxicants before or during driving. It cannot be repeated too often that alcohol and gasoline is a bad mixture.

Additional material from the April 7, 1947 edition of the Telegram.

Comments