Magazine Advertising in Life During World War II: Patriotism Through Service, Thrift, and Utility PDF
Preview Magazine Advertising in Life During World War II: Patriotism Through Service, Thrift, and Utility
Magazine Advertising in Life during World War II Magazine Advertising in Life during World War II Patriotism through Service, Thrift, and Utility Monica Brasted LEXINGTONBOOKS Lanham•Boulder•NewYork•London PublishedbyTheRowman&LittlefieldPublishingGroup,Inc. AnimprintofTheRowman&LittlefieldPublishingGroup,Inc. 4501ForbesBoulevard,Suite200,Lanham,Maryland20706 www.rowman.com UnitA,WhitacreMews,26-34StannaryStreet,LondonSE114AB Copyright©2018byTheRowman&LittlefieldPublishingGroup,Inc. Allrightsreserved.Nopartofthisbookmaybereproducedinanyformorbyany electronicormechanicalmeans,includinginformationstorageandretrievalsystems, withoutwrittenpermissionfromthepublisher,exceptbyareviewerwhomayquote passagesinareview. BritishLibraryCataloguinginPublicationInformationAvailable LibraryofCongressCataloging-in-PublicationDataAvailable ISBN978-1-4985-5247-9(cloth:alk.paper) ISBN978-1-4985-5248-6(electronic) TMThepaperusedinthispublicationmeetstheminimumrequirementsofAmerican NationalStandardforInformationSciencesPermanenceofPaperforPrintedLibrary Materials,ANSI/NISOZ39.48-1992. PrintedintheUnitedStatesofAmerica ForEricandAnna. Contents Acknowledgments ix I:Introduction 1 1 Advertising,CulturalValues,andWorldWarsI&II 3 II:1942 21 2 Service—1942 23 3 Thrift—1942 39 4 Utility—1942 61 III:1943 71 5 Service—1943 73 6 Thrift—1943 101 7 Utility—1943 121 IV:1944 131 8 Service—1944 133 9 Thrift—1944 157 10 Utility—1944 181 V:1945 193 11 Service—1945 195 12 Thrift—1945 213 13 Utility—1945 229 vii viii Contents Conclusion 235 Appendix 241 Bibliography 243 Index 247 AbouttheAuthor 251 Acknowledgments I wish to thank my husband, Eric, for his encouragement. His love of auc- tionsprovidedmewitharichcollectionofWorldWarII–eraLifemagazines that inspired me to write this book. I would also like to thank my daughter, Anna,forhersupportandassistanceinreviewingandeditingchapterdrafts. Most of all, I want to thank both of them for their patience through this projectandfortheirlove. ix
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