War Messages

The OWI began its work in January of 1942. The goal was to have a war message in every media output: from films to books to magazines to advertisements. The mass media was a willing participant. Sue Hart notes:

The identification of certain values as particularly American was a significant contribution…to home front morale and resolve. Role models of ‘real’ or ‘true’ Americans were created by advertisers, movie makers and songwriters–and the rank and file followed their lead cheerfully, for the most part.

This ad for Toushay lotion appeared in Life magazine. It’s one example of how advertisers incorporated the military into even seemingly unrelated products. Note the military styling on the woman’s outfit in the large drawing, and how the Toushay user is surrounded by admiring servicemen in the middle small drawing.

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