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 U.S. into international warfare II, many advertisement advertisers and their Madison road advert corporations immediately switched from promoting services to promoting the house entrance on how you can aid the struggle. advertisements via significant brands showcased how their factories had grew to become to struggle construction, demonstrating their participation within the warfare and assisting humans comprehend, for example, that they couldn’t purchase a brand new washer as the corporation was once making munitions. different advertisements helped civilians take care of wartime rationing and shortages by means of delivering recommendation on find out how to make leftovers tasty, make footwear final, and maintain a automobile in strong operating order. advertisements additionally inspired Victory Gardens, scrap gathering, giving blood, and (most very important) deciding to buy warfare Bonds.
In this booklet, Jones examines 1000s 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 battle, advertisements directed at uplifting the morale of civilians and GIs, and advertisements selling domestic entrance potency, conservation, and volunteerism. Jones additionally contains advertisements praising girls in struggle paintings and the defense force and advertisements geared toward recruiting extra ladies. Taken jointly, conflict advertisements in nationwide magazines did their half to create the best domestic entrance attainable on the way to aid the battle effort.

Contains lots of ww2 advertisements.

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In America a man is free to choose his work, free to develop his talents, free to advance to the limit of his ability [a phrase repeated frequently in such ads]. It is opportunity, incentive to individual effort that has made America strong” (Business Week 27 Nov. 1943: 2). The second SKF free enterprise ad contains a much more orthodox definition of free enterprise when it maintains that there is “a reason why America has the highest standard of living the world has ever known. It’s a natural product of free enterprise.

The ad was placed by the Kimberly-Clark Corporation in Newsweek for January 18, 1943, and it said in part, “Keeping the home front alert to the need for cooperation and personal sacrifice is a most important part of the war effort and provides an outlet for the high talents and tremendous influence of America’s advertisers [ . . ” As I read the final phrases and mentally compare them with the five thousand-plus ads I examined, I’m convinced they are absolutely literal. Linking the intention with the objective of war ads, the overarching reason for them thus becomes: to enlist the active participation of all Americans — men, women, and children — in order for the home front to reach a state of efficiency that would thoroughly support the military both materially and spiritually.

Because Life was the most-read popular magazine, with a weekly readership of about 21,900,000, the war ads it published were simply the most visible, and not just to home front civilians. 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.

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