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

By John Bush Jones

Following the assault on Pearl Harbor and the access of the USA into global struggle II, many advertisement advertisers and their Madison street advert firms immediately switched from promoting services to promoting the house entrance on how one can help the struggle. advertisements by means of significant brands showcased how their factories had became to battle creation, demonstrating their participation within the struggle 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 focus on wartime rationing and shortages by way of delivering suggestion on how one can make leftovers tasty, make footwear final, and preserve a automobile in strong operating order. advertisements additionally inspired Victory Gardens, scrap gathering, giving blood, and (most vital) procuring conflict Bonds.
In this publication, Jones examines thousands of advertisements from ten large-circulation information and general-interest magazines of the interval. He discusses motivational conflict advertisements, advertisements approximately commercial and agricultural aid of the warfare, 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 warfare paintings and the militia and advertisements aimed toward recruiting extra ladies. Taken jointly, conflict advertisements in nationwide magazines did their half to create the most productive domestic entrance attainable on the way to help the struggle 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

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Most advertisers appear to have genuinely believed in this equation of free enterprise with “The American Way” and used it as a motivational force for the readers of their ads, but one large company’s ads were almost entirely self-serving. One of the genuine companies was Warner & Swasey, a manufacturer of turret lathes used in machining all manner of war materiel. From one end of the war to the other in Time, Newsweek, and Business Week, Warner & Swasey ran variously themed war ads notable for their virtual absence of artwork and for copy that was always blunt, tough-talking, and direct, occasionally even running to negative copy, hard sells, and scare tactics (see the following section).

9). Though few in number, other ads by industrial firms conveying similar sentiments appeared with some regularity well into 1945. ” The copy that followed contained such cautionary statements as “Allied victories are becoming more impressive and there are those who feel it’s time for celebration — that we can coast from here on. But, think again. The tragedy and horror of war is still with us — all of us. There is [ . . ] still need for those in war industries to stay on the job” (57; see fig. 10).

The text and a table in each article demonstrated the tremendous gains in magazine advertising revenue over the previous year, the figures based on the “advertising sales in 90-odd magazines listed by Publisher’s Information Bureau” (Business Week 5 Feb. 1944: 86). In 1943 all previous records for magazine advertising were broken with a figure of $232,071,971, an increase of more than $54 million or 31% over 1942 (86). Then 1944 broke the 1943 all-time record with a total of $274,931,873, an 18% gain (Business Week 20 Jan.

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