By John Bush Jones

ISBN-10: 1584657685

ISBN-13: 9781584657682

Following the assault on Pearl Harbor and the access of the USA into international warfare II, many advertisement advertisers and their Madison road advert organisations immediately switched from promoting services and products to promoting the house entrance on how you can help the warfare. advertisements via significant brands showcased how their factories had grew to become to battle construction, demonstrating their participation within the conflict and supporting humans comprehend, for example, that they couldn’t purchase a brand new washer as the corporation was once making munitions. different advertisements helped civilians deal with wartime rationing and shortages through supplying suggestion on the right way to make leftovers tasty, make sneakers final, and hold a motor vehicle in sturdy operating order. advertisements additionally inspired Victory Gardens, scrap gathering, giving blood, and (most very important) deciding to buy conflict Bonds.
In this e-book, Jones examines 1000s of advertisements from ten large-circulation information and general-interest magazines of the interval. He discusses motivational battle advertisements, advertisements approximately business and agricultural help of the battle, advertisements directed at uplifting the morale of civilians and GIs, and advertisements selling domestic entrance potency, conservation, and volunteerism. Jones additionally comprises advertisements praising ladies in struggle paintings and the defense force and advertisements aimed toward recruiting extra girls. Taken jointly, conflict advertisements in nationwide magazines did their half to create the best domestic entrance attainable which will help the conflict effort.

Contains lots of ww2 advertisements.

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Additional info for All-Out for Victory! Magazine Advertising and the World War II Home Front

Example text

1942: 49). In a word, the Council existed to help Washington make the most effective use of advertising in order to promote to the home front such government initiatives as its seven War Loan drives for War Bonds during the war and an eighth for Victory Bonds after the war was over. This is a far cry from Frank W. Fox stating in his 1975 monograph Madison Avenue Goes to War that the Council’s raison d’être was to “coordinate the internal war effort of the entire [advertising] industry” (49). To the contrary, the Council never aimed to involve, let alone benefit, the totality of the advertising industry, but rather 30 all-out for victory!

Yet there were others during the war who believed in this purely economic rationale not just for war ads but for the war itself, none more extreme and blunt about it than Arthur H. Deute, owner of the now defunct National Brewing Company of Baltimore, in an address to the Baltimore Advertising Club in December 1941: “The big ‘it’ of our American way of life is brand strength built on brand demand,” and the very reason the United States is at war at all is “to assure ourselves good futures for these brands of ours” (qtd.

Fox’s Madison Avenue Goes To War, written close to thirty years after World War II, is more a book about the ad industry than about advertising or war ads per se. It is therefore understandable that when Fox refers to the objectives of war ads he is referring to those that will benefit the ad industry itself, not the war effort universally. Accordingly, Fox’s study is a parochial and inward-turning account of how the ad industry turned the war to its own advantage. His central thesis is that admen used the war to help return to the advertising profession the dignity and public confidence that had been lost over the previous two decades thanks to the “Truth-in-Advertising” movement and the Consumers’ Union challenging the credibility of advertising.

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All-Out for Victory! Magazine Advertising and the World War II Home Front by John Bush Jones


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