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

By John Bush Jones

Following the assault on Pearl Harbor and the access of the USA into global battle II, many advertisement advertisers and their Madison road advert corporations immediately switched from promoting services and products to promoting the house entrance on how one can aid the battle. advertisements via significant brands showcased how their factories had grew to become to warfare construction, demonstrating their participation within the conflict and aiding humans comprehend, for example, that they couldn’t purchase a brand new washer as the corporation used to be making munitions. different advertisements helped civilians deal with wartime rationing and shortages through supplying suggestion on easy methods to make leftovers tasty, make sneakers final, and continue a motor vehicle in strong operating order. advertisements additionally inspired Victory Gardens, scrap gathering, giving blood, and (most vital) purchasing struggle Bonds.
In this e-book, Jones examines enormous quantities of advertisements from ten large-circulation information and general-interest magazines of the interval. He discusses motivational struggle advertisements, advertisements approximately commercial and agricultural help of the struggle, 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 conflict paintings and the militia and advertisements aimed toward recruiting extra girls. Taken jointly, conflict advertisements in nationwide magazines did their half to create the best domestic entrance attainable in an effort to aid the warfare effort.

Contains lots of ww2 advertisements.

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Extremely valuable work has been done by the national advertisers, the great advertising agencies, and the various advertising media in supporting such things as the salvage drive,” which was, of course, largely citizen driven (127). A. president Paul West, who listed what he perceived to be the functions of advertising in a war economy. One was “to help the war effort by informing the public and arousing action in such a way that the public, the industry, and the war effort all benefit” (127).

8) is captioned “Picture of you in Navy Blue . . Join the Waves,” for 22 all-out for victory! figure 8. Original advertisement featured in Esquire magazine October 1944 issue (p. 29). Copyright 1944 by Hart Schaffner & Marx. Reprinted with permission. indeed the woman in the illustration wears a WAVE uniform. How many women could have seen, let alone responded to, a WAVE recruiting ad buried in a magazine read almost entirely by men? Overall, the patterns of war ad placement by the biggest advertisers are much easier to see and comprehend.

But that isn’t the point. What I ask for is the right to squawk when I think things could be run better. That’s the American way. It’s worth fighting for” (38). Key is the ad’s definition of “the American way” that had absolutely nothing to do with free enterprise, but with one of the personal liberties guaranteed by the Constitution. An ad by the National Steel Corporation in Newsweek on August 2, 1943, gave readers several motivations for winning the war, most but not all harking back to the Declaration of Independence and the Constitution: “Of all the blessings that are ours as Americans, the most precious by far is Liberty — the right to work, and to enjoy the fruits of our labor; the right to vote; the right to worship as we please; the right to seek happiness in our own way for ourselves and for our children” (10).

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