1. Advertising in America War to the Post-War Era

2. Advertising Federation of America Continue all normal distribution functions that do not impede war efforts; Continue all normal distribution functions that do not impede war efforts; Maintain channels and trade contacts for future needs of industry; Maintain channels and trade contacts for future needs of industry; Preserve customer good will; Preserve customer good will; Keep brand names alive; Keep brand names alive; Prepare to build markets for post-war output of enlarged capacities; Prepare to build markets for post-war output of enlarged capacities; Keep enterprises alive and capable of resuming full employment; Keep enterprises alive and capable of resuming full employment; Preserve desire for eventual higher living standards; Preserve desire for eventual higher living standards; Discourage lowering of present living conditions beyond necessary restrictions of war Discourage lowering of present living conditions beyond necessary restrictions of war

3. Rationed Goods Ads

4. Unrestricted Consumption Ads Ads promoted the purchase of products available in unrestricted quantities Ads promoted the purchase of products available in unrestricted quantities

5. Deferred Purchasing Ads Waiting until peace to purchase Waiting until peace to purchase Emphasis on war bonds Emphasis on war bonds

6. Working towards the war effort 1943 3M Scotch Tape War Effort advertisement. Explains how Scotch Tape provides a waterproof seal, dustproof seal for the cartons that contain replacement parts for tanks and trucks. In all, more than 100 types of tape are saving precious minutes on the front line and the assembly lines.

7. Other Appeals

8. Wartime posters

11. A special well- known poster the propaganda purpose the seeds of the feminist movement

12. 1950 (post war) post war representation of women in advertising returned to pre-war standards, emphasizing women’s role as mothers and wives

13. From War to Post-War The world of consumption had been hindered by the ‘un-American’ values that the war was fighting against. The world of consumption had been hindered by the ‘un-American’ values that the war was fighting against. Post-war freedom was the freedom to spend and the freedom to consume… Post-war freedom was the freedom to spend and the freedom to consume…

14. Post War Economic boom following World War II allowed many Americans to become consumers. Advertisers appealed to this dream of a more convenient life. Some are still well known in America today.

15. The American dream- more $$$ = more consuming Advertisers aimed at housewives- Betty Crocker Domestic products for the home from the war period onwards were advertised in order to ease the lives of women.

16. Dramatic expansion of American purchasing power- companies were constantly striving to meet and exceed consumer’s desires. By 1946 companies were targeting women with technology. Gendered advertising – pink, positioning other objects associated with women in the same frame, object or subject orientated, noir typing and veiled women. Object orientation refers to the woman as a rhetorical or aesthetic figure for an audience, which may or may not be female. Subject orientation is based on representations, which are targeted at a female audience. Noir typing where subject/object distinctions collapse and a woman is both addressed and objectified and the American woman was expected to identify with this. Women were often eroticised.