Families moved to the suburbs where open land for development served by an automobile friendly infrastructure suited the construction of large supermarkets which today dominate the food trade. Although delineating all the legacies of World War II for American consumers is beyond the scope of this paper, it is fitting to conclude by examining two postwar continuities: one institutional and the other artifactual. The War effort necessitated the movement of millions of people and, in so doing, subsumed regional differences and created the more unified national market that companies would so successfully address in the 1950s. Since the military had priority, the federal government promoted "meatless days" for civilians, but in the 1940s, few Americans knew any vegetarian recipes beyond macaroni and cheese. Marchand, Roland (1985), Advertising the American Dream: Making Way for Modernity, 1920-1940, Berkeley: University of California Press. Although delineating all the legacies of World War II for American consumers is beyond the scope of this paper, it is fitting to conclude by examining two postwar continuities: one institutional and the other artifactual. The 1930s did see continual development of mass audiences for radio, the movies, and professional sports whose stars were lionized by the mass media (Green 1992). Leach, William R. (1984), "Transformations in a Culture of Consumption: Women and Department Stores, 1890-1925," Journal of American History, 71 (September), 319-342. The reason for such action was this Middle Eastern country’s strong pro-German connections. Sitikoff, Harvard (1994), "The American Home Front," in Produce and Conserve, Share and Play Square: The Grocer and the Consumer on the Home-Front Battlefield during World War II, Barbara McLean Ward, ed., Portsmouth, NH: Strawbery Banke Museum, pp. Crawford, Anthony R. ed. Newspapers featured large display ads placed by department stores and national magazines carried full page ads, many in color, for national brands (Norris 1990; Presbrey 1929). Henry Ford (Greenfield Village), Henry Francis du Pont (Winterthur Museum), and the Rockefellars (Colonial Williamsburg) assembled great collections of early Americana, while middle-class consumers favored colonial-style furnishings and architecture purchased in stores or through mail-order catalogs (Green 1992; Marling 1988). "When the nation went to war, the rhetoric changed. Most national advertising in the 1920s and 1930s was pitched to the middle and upper classes, depicted sophisticated characters and lifestyles, and was written by admen who came from these same backgrounds (Marchand 1985). 40. By 1942, there was serious talk of banning advertising outright or, nearly as bad, eliminating advertisings cost deductibility (Fox 1975). Benjamin Franklin, John Adams, and many other patriots urged their fellows to forego imported "superfluities" and, instead, to be frugal and produce their own goods. U.S. World War II brought full employment and prosperity to America. The productivity of American industry had been so prodigious that by the wars end the government had amassed an enormous stockpile of surplus military property worth $34 billion (Chiles 1995). In the 1943 RKO movie, Tender Comrade, star Ginger Rogers lambased a woman who bragged about her hoarding skills and joined other women in denouncing a black market butcher in their neighborhood (Fyne 1994). Katz, Sylvia (1984), Plastics: Common Objects, Classic Designs, New York: Harry N. Abrams, Inc. Lavin, Marilyn (1995), "Creating Consumers in the 1930s: Irna Phillips and the Radio Soap Opera," Journal of Consumer Research, 22 (June), 75-89. Never again would big government reach down to individuals with such a personal touch" (Ward 1994, p. 101). Daniel, Clifton ed. The ad industry responded by forming a War Advertising Council comprised of representatives from advertisers, ad agencies, and the media. 38. The media donated time and space, while the advertisers supplied additional financial backing. Concern for family was replaced with a call to enlist in a great national effort" (McFeely 1994, p. 106). The events of World War I had fed into the United States' natural desire of isolationism, and this was reflected by the passage of Neutrality Acts and the general hands-off approach to the events that unfolded on the world stage. Recycling depended upon local businesses, schools, and scout troops. A realistic, three-dimensional style replaced the flat, abstract images typical of the First World War. Examples include "Grow More... Can More ... in 44" by the War Food Program and "Your Victory Garden Counts More Than Ever!" However, the rhetoric of war advertising went a step further. War jobs enabled lower income groups and African-Americans to participate more fully in the consumer mass market than they had in the 1920s. 3 of 45 4 of 45. Jessie Young, the "radio homemaker" of Iowa station KMA, broadcasting from her own kitchen, suggested recipes like Marbled Macaroni with tomato sauce and Spam, and Mock Hamburgers made of oatmeal and eggs flavored with onions and sage and cooked in tomato juice. Army-Navy surplus stores opened across the country and stayed in business for years. REFERENCES Barnow, Erik (1975), Tube of Plenty: The Evolution of American Television, London: Oxford University Press. Consumers discovered that some brands could be packaged in more than one way at a time. Fox, Stephen (1984), The Mirror Makers: A History of American Advertising and Its Creators, New York: William Morrow and Company, Inc. Fussell, Paul (1989), Wartime: Understanding and Behavior in the Second World War, New York: Oxford University Press. Pope, Daniel (1983), The Making of Modern Advertising, New York: Basic Books, Inc. Presbrey, Frank (1929), The History and Development of Advertising, New York: Doubleday, Duran. Several different agencies of the U.S. government sponsored poster campaigns to achieve both mandated as well as voluntary compliance with their programs for mobilizing the consumer home front. The 1930s and 1940s were trying times. A final group of posters asked Americans to forego immediate consumption and instead to buy War Bonds. Of course, the harsh reality of a major war insured the success of these initiatives. Direct-mail catalogs had become a great success through the attentive customer service of A. Montgomery Ward an the promotional genius of Richard Warren Sears (Boorstin 1973). Families moved to the suburbs where open land for development served by an automobile friendly infrastructure suited the construction of large supermarkets which today dominate the food trade. These values were in retreat by the 1950s as frugal consumption gave way to an acceptance of planned obsolescence and a throwaway mentality. Manufacturers used rayon for hosiery after silk and nylon were removed from domestic use. The Third Reich not only had a colossal influence over Iran’s economics and politics, but also created a deep intelligence network there. The past fifteen years have witnessed a surge of interest in the field of American consumer history. When rayon also became scarce in the fall of 1942, women complained about the lack of hosiery. Consumption and production roles blurred as women took war job, tended Victory Gardens, and learned the almost-forgotten art of home canning. Before the war, plastics boasted something of a luxury image. 112-113). Computer technology has enabled advertisers to bring late celebrities like Fred Astaire and Marilyn Monroe back to life as endorsers in current TV ad campaigns. In the 1760s and 1770s, colonists organized mass boycotts of British goods in order to force Parliament to rescind objectionable taxes. Benjamin Franklin, John Adams, and many other patriots urged their fellows to forego imported "superfluities" and, instead, to be frugal and produce their own goods. The past fifteen years have witnessed a surge of interest in the field of American consumer history. People were bombarded with messages asking them to be frugal, to recycle, and to produce at home more of what they consumed. It distributed promotional brochures around the world, but much of the government effort was directed, once again, at the American consumer whose material sacrifices had made the abundance of war supplies possible in the first place. Blum, John Morton (1976), V WAS FOR VICTORY: Politics and American Culture During World War II, San Diego: Harcourt Brace Jovanovich. Some Americans remained somewhat ambivalent about all this futurism and throughout the 1920s and 1930s they expressed a deepseated historical yearning. General Electric, for example, boasted that one its "Mazda" light bulbs had survived the sinking of the battleship Oklahoma and a New York radio station "allowed the advertising of funeral parlors and burial plots after news broadcasts of heavy casualties" (Fox 1975, p. 34). For example, Stoppette deodorant introduced the first mass-marketed, plastic squeeze bottle shortly before the bombing of Hiroshima (Hine 1994). The 1930s presented a serious challenge to mass consumption. Then the wrapping shrank and soon thereafter a glass jar replaced the tin. Black markets for consumer goods became widespread, but most transactions were between private individuals rather than large-scale dealing. The youngest, at 22, was Herbert Haupt. WOMEN AS WAR CONSUMPTION MANAGERS Women had accounted for 80 to 85 percent of all purchases in the United States as early as the First World War (Leach 1984), and had become the target of much product development and consumer advertising in the 1920s and 1930s (Marchand 1985). According to the Department of Veterans Affairs, the US saw 405,399 deaths during World War II. As the large inventories at the end of 1941 were depleted, however, the sale of durable goods at retail dropped 33 percent from 1941 to 1942 and an additional 50 percent from 1942 to 1943 (Williams 1972/orig. As of Wednesday evening, 405,400 COVID-19 deaths had been reported in the US… Billie Burke, better known as the Good Witch in "The Wizard of Oz," played a point-perplexed housewife talking to guest authorities from government and industry about the latest food information on a weekly radio program called "Fashions in Rations" (McFeely 1994, pp. 1943). American Tobacco even used purported wartime demands for camouflage paint as an excuse to change the color of its Lucky Strike package from dark green to white and to proclaim that "Lucky Strike Green Has Gone to War!". After rising 12 percent in 1941 and 1942, food prices increased just four percent over the remainder of the war.
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