By John Bush Jones

ISBN-10: 1584657685

ISBN-13: 9781584657682

Following the assault on Pearl Harbor and the access of the us into international conflict II, many advertisement advertisers and their Madison road advert corporations immediately switched from promoting services to promoting the house entrance on how one can aid the struggle. advertisements by means of significant brands showcased how their factories had grew to become to warfare construction, demonstrating their participation within the battle and aiding 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 via supplying suggestion on the right way to make leftovers tasty, make footwear final, and hold a automobile in strong operating order. advertisements additionally inspired Victory Gardens, scrap gathering, giving blood, and (most vital) purchasing conflict Bonds.
In this booklet, Jones examines 1000's of advertisements from ten large-circulation information and general-interest magazines of the interval. He discusses motivational conflict 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 contains advertisements praising ladies in conflict paintings and the military and advertisements aimed toward recruiting extra ladies. Taken jointly, conflict advertisements in nationwide magazines did their half to create the best domestic entrance attainable to be able to help the battle effort.

Contains lots of ww2 advertisements.

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Extra resources for All-Out for Victory! Magazine Advertising and the World War II Home Front

Sample text

Even each weekly Life seldom ran war ads in double digits any more; by the early months of 1945 there were only between three and eight. The magazines of course were not the cause of this drop-off in war ads; the advertisers were. The sharp decline in war ads, especially by major manufacturers, shows that while some companies and their ads continued to go all-out, too many others seemed all in and tuckered out. The reason for their lethargy was that the Allies were winning in Europe. Ever since Pearl Harbor the American people had recognized Emperor Hirohito’s Japan as a formidable enemy, but in the popular imagination only Adolph Hitler was viewed as the devil incarnate, making his Nazi Germany the Axis power to beat.

Enter advertising. Grounded on the patriotism already in place, admen were able to create war ads that appealed to home front civilians. This, then, in large part was the ad industry’s wartime intention: to use Americans’ patriotism to energize them and sell them on proactive ways they could help win the war. This intention of war advertising — to get Americans actively involved in the war effort — was articulated by a number of influential people central to the stateside running of the war and advertising’s role in it.

A survey of weekly magazine audiences reproduced in an advertisement for Life found that 63% of servicemen in all the branches read it, whereas only 28% read Collier’s and 25% the Post (Time 21 Sept. 1943: 91). This helps explain why so many advertisers chose Life as the place to put their ads that focused on building GI morale. ★ ★ ★ As the number of war ads in other magazines rose proportionately with those in Life, so too did they proportionately fall. In the spring of 1944, around the time of D-Day (June 6) there began a disheartening 24 all-out for victory!

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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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