Rattier Saguaros BUS 306. 02 Second World War, American society and Advertising If you are going to try to go to war, or to prepare for war, in a capitalist country, you have got to let business make money out of the process or business wont work Henry L. Stemson Thesis: World War II like nothing else had a profound impact on the United States. Introduction The World War II period is a great example how government can organize various private and public interests to persuade consumers to voluntarily make changes in their shopping habits, rate and duration of product use, and cycling behavior.
Although no battles occurred on the American mainland, the war affected all phases of American society, and unlike during World War l, when companies cut back on advertising, World War II saw an increase in spending. This is mainly due to advertising agencies strategy where they focused on maintaining demand until the war was over and merchandise was available to consumers again. However, the economy not only sustained during that time and prepared itself for the end of war, but also grown from $2. Billion in 1941 to $2. 8 billion in 1945. Even though he war caused a massive distraction across the whole world, it positively affected the United State of America and played the major role in ending of the Great Depression. PRIOR THE WAR During 1 sass America has been suffering from The Great Depression. The Great Depression was a severe economic crisis that made worldwide GAP to fell by 15% from 1929 to 1932. It was originated in the United States due to crash of the stock market on October 29, 1929.
In just 2 years the industrial production fell by 46% and unemployment increased by 60%. The initial crash was initiated by a loss of confidence of investors and sudden drop in institution. However, the crash had such a severe impact that it resulted stagflation, a situation in which money are increasing in value, not losing it. Therefore, holding money became profitable as they worth more each day, which makes consumption of the whole economy to decrease.
During the war In the period between 1 sass and asses Americans remained somewhat ambivalent about the new wave of futurism and favored more traditional products, especially in the areas such as furniture and design. That rapidly changed in the very end of asses, as the economy started to go up and Americans started to care more and more about the future. Although still quite high at 14. 6 percent, unemployment had dropped as the economy gained momentum and began shifting to a wartime footing.
Since then and for many years to come Futurism and Planning for the future would be one of the driving forces for consumerism in America. This trend was acknowledged nil 939 by building New York World’s Fair with its slogan, “The World of Tomorrow,” and symbol, the Triton and Periphery, which was built in order to lift the city of New York and the country out of the great depression, and cost the confidence of the Americans by showing that even after the events happened on October 29, 1929 and the begging of WWW America can go forward.
By 1 940, American consumers were beginning to feel a rekindled sense of security and optimism. The “world of tomorrow’ themes started to appear more often and suggested all of the stylish, modern, time-saving products that consumers would be able to buy once the conflict ended. One illustration of this approach was Libber-Owens-Fords 1942-44 “Kitchen of Tomorrow” campaign, created by designer H. Creator Done and promoted in magazines, swappers and Paramount Pictures film shorts, as well as through a traveling tour of kitchen models seen by 1. Million visitors. Advertising Age began tracking during this decade that the number of agencies increased from 1,628 in 1939 to 5,986 in 1948. Brands and marketers saw war as opportunity to better connect with their customers. Therefore advertisers, from industrial companies such as Republic Steel and McDonnell Aircraft to consumer brands such as Dixie Cups and Bird’s Eye Foods, stressed their patriotism with pro-American messages during the conflict. Frequently, they also reminded their customers to buy war bonds to purport the country’s effort.
Meanwhile, the government utilized advertising to encourage participation in rubber, newsprint and scrap drives, and to keep Americans informed about wartime policies. One of the most popular propaganda ads during that period was developed by The War Advertising Council, which said: “Loose lips sink ships”, which is US idiom meaning “beware of unguarded talk”. Also in order to increase public awareness concerning war and other social issues volunteer agencies began a tradition of public service announcements such as Smokey Bear (Foote, Cone & Belling).
For the first time since the beginning of The Great Depression the economy has been growing. Even taking into account 25 percent inflation during this period, total purchases of all goods and services were about 10 percent higher in the first quarter of 1 943 than in the first quarter Of 1940. As the result large inventories were depleted at the end of 1 941, however, the sale of durable goods at retail stores dropped by 33 percent in the end of 1942 and then by additional 50 percent from in 1943.
As well as fail in demand a World War II rationing and price controls put neighborhood grocery stores onto close, often onerous contact with federal agencies, which deluged them with requests to promote the most plentiful food commodities, educate their customers about changing rules, and administer price ceilings and ration coupon redemption. Also grocers were held responsible for recycling waste fats. However, price controls and rationing proved to be effective, at least during the war years, as they protected consumer from being exploited.
Also the war brought a temporary advantage in the fierce competition from national and regional chains and the emerging supermarkets as it made tillers and producers to operate on a maximum efficiency in order to stay in business. The WWW forced the movement of millions of people and, in doing so, subsumed regional differences and created the more unified national market and more united country that companies would so successfully address in the asses. The War Advertising Council changed its name to the Advertising Council and maintained the tradition of industry-sponsored public service advertising.
His government poster programs set a precedent for later attempts to reduce smoking, drug use, and energy consumption via mass Edie campaigns. Scarce resources and damaged trade stimulated innovation in the use of plastics for products and packaging, a development that in time would greatly transform the everyday material dimension of consumer culture. The war brought enormous social changes in Americans’ life and gave America a big push towards gender equality and democracy. Prior the war women were a subject of discrimination in the job market found many positions simply closed to them.
In jobs they could find, they usually earned twice less than men. However, due to millions of men entered the litany services, both government and industry waged a concerted advertising campaign, with posters of “Rosier the Riveter”, and a slogan ‘We can do it” in order to get women to work in factories, and they did?in huge numbers. That helped America not to lose its industrial power and to do a step for the gender equality. Also that was a time when African-Americans made their first significant inroads into the advertising industry. The first black agency, Barrack Advertising, was founded in Indoor, N.
Y. , in the 1 9405. At that time most black-owned agencies focused on selling products manufactured by and targeted to blacks, through black media. After the war When war ended in 1945, the advertising industry believed it had done its patriotic duty and was not afraid to say so. During the 1,307 days of war, the marketers’ working on behalf of both corporate America and the government had encouraged the American public to purchase more than 800 million war bonds and to plant 50 million victory gardens, as well as raising several million dollars for the Red Cross and the National War Fund Drives.