Advertising and Propaganda in World War II: Cultural Identity and the Blitz Spirit by David Clampin

Author:David Clampin [Clampin, David]
Language: eng
Format: epub
Tags: Military, Propaganda, Political Science, History, World War II
ISBN: 9780857737328
Google: AqCLDwAAQBAJ
Goodreads: 23737518
Publisher: Bloomsbury Publishing
Published: 2013-09-24T00:00:00+00:00

Maintaining Brand Awareness

While some advertisers had called on consumers to exercise caution and show signs of economy from the outset of war, as the supply situation deteriorated after January 1941 others were compelled to admit that much of what the public wanted would be simply unavailable. This placed them in a potentially invidious position whereby they were keen to keep their products in the public eye via advertising but concerned that arousing desires that they could not subsequently satisfy would frustrate and alienate customers both now and in the longer term.

In many cases, producers resigned themselves to the idea that the only real option open to them was to suspend their advertising. Consequently, the Statistical Review of Press Advertising reported that expenditure in 1941 was down on the previous year by 15 per cent. While there were falls across all sectors, those of tobacco and cosmetics and toiletries were the most dramatic: 42 per cent and 44 per cent respectively. In essence, the demand for products in these sectors was naturally buoyant. In the case of cosmetics and toiletries, women went to even greater lengths to maintain their femininity in the face of the adoption of increasingly male roles and came to rely more on cosmetics to maintain their appearance in the face of increasing limitations on their wardrobe. Advertisers who persisted in this sector moved to position their goods as the answer to such dilemmas, as in this rather extreme example in Figure 4.2. Despite in this case being completely bereft of clothing coupons, the subject ‘hasn’t lost her looks’. Instead she is making do with her swim suit for everyday wear, enhancing her appearance by using ‘Miner’s Liquid Make Up wherever her swim suit isn’t’.

Download

Copyright Disclaimer:
This site does not store any files on its server. We only index and link to content provided by other sites. Please contact the content providers to delete copyright contents if any and email us, we'll remove relevant links or contents immediately.