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Magazine Advertising in Life during World War II: Patriotism through Service, Thrift, and Utility is a descriptive analysis that examines how the cultural values of service, thrift, and utility were framed in advertisements in Life magazine from 1942 to 1945.These cultural values were used by advertisers to create citizen consumers who practiced frugal consumption of advertised products and services to demonstrate their patriotism and fulfill their perceived civic duties. Patriotism through service, thrift, and utility was not limited to citizen consumers, but was also used in the advertisements to highlight the contributions of manufacturers to the total war effort. The advertisements were able to support the war and reinforce the American way of life and its consumer culture by framing service, thrift, and utility in relation to patriotism and consumption. Recommended for scholars of media studies, cultural studies, communication, advertising, history, and women's studies.
Monica Brasted is professor of media studies at the College at Brockport, SUNY.
Part I: Introduction
Chapter 1:Advertising, Cultural Values, and World Wars I & II
Part II:1942
Chapter 2: Service-1942
Chapter 3: Thrift-1942
Chapter 4: Utility-1942
Part III: 1943
Chapter 5: Service-1943
Chapter 6: Thrift-1943
Chapter 7: Utility-1943
Part IV: 1944
Chapter 8: Service-1944
Chapter 9: Thrift-1944
Chapter 10: Utility-1944
Part V: 1945
Chapter 11: Service-1945
Chapter 12: Thrift-1945
Chapter 13: Utility-1945
Part VI: Conclusion
Chapter 14: Conclusion
Appendix
Bibliography
Index
About the Author
