The following sections of this BookRags Literature Study Guide is offprint from Gale's For Students Series: Presenting Analysis, Context, and Criticism on Commonly Studied Works: Introduction, Author Biography, Plot Summary, Characters, Themes, Style, Historical Context, Critical Overview, Criticism and Critical Essays, Media Adaptations, Topics for Further Study, Compare & Contrast, What Do I Read Next?, For Further Study, and Sources.
(c)1998-2002; (c)2002 by Gale. Gale is an imprint of The Gale Group, Inc., a division of Thomson Learning, Inc. Gale and Design and Thomson Learning are trademarks used herein under license.
The following sections, if they exist, are offprint from Beacham's Encyclopedia of Popular Fiction: "Social Concerns", "Thematic Overview", "Techniques", "Literary Precedents", "Key Questions", "Related Titles", "Adaptations", "Related Web Sites". (c)1994-2005, by Walton Beacham.
The following sections, if they exist, are offprint from Beacham's Guide to Literature for Young Adults: "About the Author", "Overview", "Setting", "Literary Qualities", "Social Sensitivity", "Topics for Discussion", "Ideas for Reports and Papers". (c)1994-2005, by Walton Beacham.
All other sections in this Literature Study Guide are owned and copyrighted by BookRags, Inc.
In 1855, when Frederick E. Miller purchased the abandoned Plank Road Brewery in Wisconsin for $3,510, he could not have imagined what his business would become. In the 1990s, the Miller Brewing Company had become the second largest brewery in the United States, and its top brands, Miller High Life and Miller Lite, were household names. Miller's success can be attributed to the phenomenally successful marketing campaign started when Philip Morris purchased the company in 1969. Using former athletes and other celebrities to promote their products, Miller's marketers coined snappy catch phrases that entered the daily language of America. Slogans such as "Welcome to Miller Time" successfully transformed Miller High Life from an upscale to popular product, while "Less Filling! Tastes Great!" and "Everything you always wanted in a beer … and less" convinced men that Miller Lite was not just for weight-conscious women. These successes sent the company's pro-file and its profits soaring, and the beer was established as a popular staple ingredient of American life by the end of the twentieth century.
Apps, Jerry. Breweries of Wisconsin. Madison, University of Wisconsin Press, 1992.
Deford, Frank. Lite Reading. New York, Penguin, 1994.