America was at war, and the nation’s steel manufacturers, car makers, and soap purveyors wanted to let Saturday Evening Post readers know that they fully supported our troops. From 1941 through 1945, World War II-related ads flooded the pages of the Post (indeed, there were few that didn’t allude to it). Some advertisements were thinly veiled attempts to wrap their products in patriotism, while others touted their serious efforts to move their factories to war-time production.
While everyone agreed it was time to tighten our belts, limit our spending, and save every bit of food, metal, and gas for our heroes at war, it was also true that every advertiser wanted to make sure you remembered them when the it was all over.
Click on any advertisement to enlarge it.
December 27, 1941
“Defense won’t wait for the nation that’s late.”
January 3, 1942
“Send them the cigarette they ask for – send a carton of Camels today!”
January 31, 1942
“A strong, soft towel each time the hands are washed helps to protect health and raise workers’ morale”
February 21, 1942
“Whenever this war’s over (or maybe before) Koroseal will be back….Research men say you may be able to can food in bags sealed with a hot iron; you may have draperies of colorful fabrics so waterproof you can wash them with a hose at housecleaning time.”
March 7, 1942
“Ability to type, important always in peace times, is even more useful now. Twice-welcome is the girl who brings with her not only the will to serve, but the skill to save precious hours of working time.”
March 28, 1942
At the “University of Petroleum,” Shell’s research laboratories, where 1481 scientists and technicians are at work, a way was found to combine molecules from petroleum gases which makes possible the molding of these smooth, tough, transparent globes of open ‘daylight.’”
April 25, 1942
“Tuck a few snapshots in the envelope with your letter and off you go – all of you – for a cheer-up call on that soldier of yours.”
June 13, 1942
“Guard your loveliness…’til he comes marching home!”
August 1, 1942
“Today the same skill that pioneers in FM radio is concentrating almost exclusively on building communication equipment for our Army, Navy, and Air Forces.”
August 29, 1942
“Hitler and Hirohito are the real suckers. They kid themselves into believing we are not the United States.”
September 30, 1944
“Loose talk got there first. Keep it under your Stetson.”
November 11, 1944
WAVE, WAC, SPAR, Marine, Cadet Nurse – they know that every ounce of work and loyalty is urgently needed now….To them, Canada Dry, the Champagne of Ginger Ales, an old family friend, says: Keep up the good work!”
December 9, 1944
“Vive Les Americains! Vive La France! Vive Le Jeep!”
December 23, 1944
“Don’t let General MacArthur down – buy war bonds!”
May 26, 1945
“Yes, hundreds of miles from its bases – afloat or ashore – the Navy is seeking out the enemy with shattering new aerial fire power, thanks to the development of a weapon first used by the Chinese in 1232…the assault rocket now in production by Pontiac.”
August 18, 1945
“There are 21,000 Republic men who left to join the armed services. Republic is going to do everything in its power to place these men in jobs as good as or better than the jobs they had before they went to war.”
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