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MAGAZINE ADVERTISING AND THE WORLD WAR II HOME FRONT ALL-OUT FOR VICTORY! John Bush Jones From the reviews of THE SONGS THAT FOUGHT THE WAR: POPULAR MUSIC AND THE HOME FRONT, 1939–1945 “The SongsThat Fought theWar serves as a way to comprehend the immensity and impact of World War II on the American people . . . The result is a comprehensive thematic overview of the mindset of the American people and how writers of popular music tried to document the collective understanding of their generation.” — Indiana Magazine of History “Scholars have too often ignored [popular songs], which reveal the moods, the yearnings, the memories of the ordinary people. . . John Bush Jones’s book is a valuable and even charming corrective to this scholarly neglect.”—Vingtième Siècle “Mr. Jones’s approach is both thematic and chronological, beginning with music from before America entered the conflict . . . As young as he was, John Bush Jones remembers World War II on the home front. He was five at war’s end but has vivid memories of meals under rationing, bombers dropping war-bond leaflets over his Chicago suburban neighborhood, and most of all, the music.” — Chronicle of Higher Education BRANDEIS UNIVERSITY PRESS Waltham, Massachusetts Published by University Press of New England Hanover and London www.upne.com ALL-OUT FOR VICTORY! MAGAZINE ADVERTISING AND THE WORLD WAR II HOME FRONT A LIVELY LOOK AT MAGAZINE ADS DURING WORLD WAR II AND THEIR ROLES IN SUSTAINING MORALE AND PROMOTING HOME-FRONT SUPPORT OF THE WAR, WITH LOTS OF ILLUSTRATIONS Following the attack on Pearl Harbor and the entry of the United States into World War II, many commercial advertisers and their Madison Avenue ad agencies instantly switched from selling products and services to selling the home front on ways to support the war. Ads by major manufacturers showcased how their factories had turned to war production, demonstrating their participation in the war and helping people understand, for instance, that they couldn’t buy a new washing machine because the company was occupied making munitions. Other ads helped civilians cope with wartime rationing and shortages by offering advice on how to make leftovers tasty, make shoes last, and keep a car in good working order. Ads also encouraged Victory Gardens, scrap collecting, giving blood, and (most important) buying War Bonds. In this book, Jones examines hundreds of ads from ten large-circulation news and general-interest magazines of the period. He discusses motivational war ads, ads about industrial and agricultural support of the war, ads directed at uplifting the morale of civilians and GIs, and ads promoting home front efficiency, conservation, and volunteerism. Jones also includes ads praising women in war work and the armed forces and ads aimed at recruiting more women. Taken together, war ads in national magazines did their part to create the most efficient home front possible in order to support the war effort. john bush jones is the author of Our Musicals, Ourselves: A Social History of the American MusicalTheatre (Brandeis 2003) and The SongsThat Fought theWar: Popular Music and the Home Front, 1939–1945 (Brandeis 2006). Author Photo: Lucas Foglia Jacket image: advertisement for the Douglas Aircraft Company, from Time magazine, November 24, 1941. HHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHH HHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHH HHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHH JOHN BUSH JONES BRANDEIS 978-1-58465-768-2 ★★★ ALL-OUT FOR VICTORY! ...

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