I was recently re-reading Pete Hamill's book "A Drinking Life." He recalls a bar at 17th Street and 10th Avenue called Boops, which prominently displays posters urging patrons to vote for Ms. Rheingold 1952. This triggered some lines in my mind from long ago -

I must confess that I have frequently found myself perplexed at the strange workings of my own mind. Above is just one innocuous example; why, after 50 years do I recall a beer jingle, but cannot parse a sentence of Latin? In my case at least, I think I can give you the answers in two words - Emily Banks.

In the 30's, Phillip Liebman of the Liebman Brewery bottled Rheingold beer, then number six in the New York state area market. In 1940 Mr. Liebman was approached by advertising executive Robert Wechsler with a presentation of a new printing process which his firm had developed.

Among Wechsler's samples were a few pictures of an obscure actress named Jinx Falkenburg; as Liebman recalled years later "as it turned out the printing process was revolutionary but the girl was just spectacular."

Liebman contracted Miss Falkenburg and put her image on all Rheingold ad copy. By 1942 Liebman had the horse sense to involve the public in selecting the girl who would come to be known as "Miss Rheingold."

Few were chosen

The process proceeded this way - at the urging of personal and press agents, thousands of young prospects mailed their photos to the brewery, and Liebman executives selected 25. Rheingold dealers picked the final 6, and the public elected Miss Rheingold from among the 6.

The Miss Rheingold contest was a runaway sensation. Sales not only shot to number 1 in the market, in 1947 the Miss Rheingold contest drew more voters than the New York City mayoral race.

From 1941 to 1965 Miss Rheingold was the second largest election in the nation. In 1948 a rather attractive young Philadelphian lady named Grace Kelly failed to even make the first cut.

Names who were runners-up to Miss Rheingold which may ring familiar are actresses Hope Lang and Tippi Hedren.

By 1960 Liebman Brewery was branching their promotional campaign out, and on one gorgeous Saturday the Miss Rheingold tour swung into Attleboro. A small staging area was set up at the intersection of Park and Union streets, right outside Walt and Gerry Heagney's restaurant, and contest workers busily handed out small "trading cards" of the contestants.

'Tommy loves you'

All of the girls were beautiful, as the sizable contingent of my 12-year old schoolmates agreed. We all had our favorites, and mine was a doe-eyed brunette by the name of Emily Banks.

When the contestants were introduced my choice was only reaffirmed, and I emphatically campaigned for Miss Banks among my friends. I recall that all the young ladies were very gracious and even gracefully parried the awkward comments and come-ons from the boys.

A few of the guys embarrassed me by telling Emily Banks, "Tommy loves you" and "Tommy wants to marry you."

Seeing the bright crimson line creeping down my face, Emily spoke my name.

From her mouth, it sounded like celestial piano notes on a summer breeze.

When I looked up, she was beckoning me with an index finger, and I shuffled over, sure I was about to be crushed by a putdown from Emily Banks. Without a word, she placed her hands on my shoulders, drew me in close, and kissed my cheek "Thank you, Tommy" she whispered.

As a result of the Attleboro visit I took an interest in the Miss Rheingold contest I may not have had otherwise, and when I later read that Miss Rheingold 1960 was Emily Banks, I gave the electorate a lot of credit for their good sense and taste.

Footnotes plus

While the fire at the James H. Sullivan courthouse was unexpected, what was not was the yeoman response of custodian Al Martelli, whose quick thoughts and actions likely kept the structure from total loss. Those fortunate enough to know Al have long known his reputation as a hard and conscientious worker.

I was pleased to receive a note from old friend and ageless athlete Vin Ferrini of Norton in which he recalls a visit to Marvel gym at Brown with cousin Jim Rich at the invitation of Fran Driscoll to see then All-American, now U.S. Sen. Bill Bradley play for Princeton. It is always good to see or hear from Vinny.

Due to the space requirements of the last column, some regular features had to be cut which I'll rectify.

Condolences to the families of Florence Boucher, John Reed, Mary Agnes Moore, Leo Bellavance, Virginia Ahern, and old schoolmate Gerry Camire. All good people that our world is poorer for losing.

Lastly, please be good to one another out there and try to do someone a kindness daily.

THOMAS J. McAVOY of Attleboro is a community columnist. His commentary appears every other week.