EUROPE VICTORY CHANGED FACE OF ADVERTISING, TOO

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The May 14, 1945, issue of Advertising Age celebrated the end of the war in Europe and looked ahead to postwar life in the U.S. Here are some excerpts:

Ads from the front

During the war, the Servicemen's Pony Edition of Advertising Age went to about 10,000 servicemen per month. As GIs' thoughts were turning homeward, Staff Sgt. Smith W. Moseley wrote to AA, looking for someone who wanted to assign his service advertising class an ad. "We feel that somewhere in the U.S.A. (which we haven't seen for two years) there is a manufacturer and an agency who will give us an assignment-tell us what they want in the way of an ad or a series of ads and let us `knock ourselves out' in furnishing some good copy that they will be proud to run and to which they can affix a dramatic line: This advertisement prepared by the class in advertising of a Marauder Group somewhere in Europe. .*.*. Perhaps it was your pony edition for servicemen, your employment service for discharged vets, and your general benignity toward advertising men in the service that brought this to your desk."

Mr. Moseley, if you or your family reads this, please give Ad Age a call. We'd like to know what happened.

Back to business

Time ran a special campaign in 118 newspapers via Young & Rubicam, showing Tokyo as the center of a great target and reminding "Americans everywhere that we still have a major war to fight."

Greyhound Bus Lines took a similar tack, showing a crowd welcoming the day with the headline, "You've earned this celebration! But-let's not let up until FULL victory," from Beaumont & Hohman.

Times Square's electric signs were relit May 8 for the first time in about three years. Marketers were Bond clothes, Gillette, Four Roses, Coca-Cola, Schaefer beer, Camel and Pepsi-Cola.

Younker Bros.' department store ran a local page ad with a picture of "Mein Kampf" burning.

A brochure from General Electric Corp. forecast an annual postwar retail volume of $2 billion in electric appliances from refrigerators to sandwich toasters. Among the new GE appliances to be introduced: a 10-cubic-foot, two-temperature refrigerator.

Gentlemen of the press

New York newspapers supposedly had agreed to a "no display advertising" plan for V-E Day. However, when the day came, only three papers complied. For others, the reactions ranged from business as usual to only general display ads with a V-E theme in addition to the usual amusement, financial and classified ads.

President Truman's radio address on V-E Day got a 64.1 rating by C.E. Hooper Inc., meaning about 36.5 million heard the speech. The rating topped the previous daytime record of 59.6, which occurred Dec. 8, 1941, when President Roosevelt asked Congress to declare war on Japan.

War goes on

War Advertising Council Chairman James W. Young emphasized the continuing need for major war campaigns. Six "emergency" campaigns were on the council's docket, including Army nurse recruitment, care of the wounded, economic stabilization, Merchant Marine recruitment, paper conservation and salvage, and "The Job Ahead-Japan." Figures from the Advertising Checking Bureau showed war-effort advertising in daily and Sunday newspapers totaled more than $4.7 million in the first two months of 1945.

After the war is over

The May 14 issue featured the first in a series on the possibility of "Advertising's golden age" in the postwar period. Ad Age wrote that radio "looks ahead to an exciting and fast changing picture based on the rapid postwar development of television and FM broadcasting."

Newspapers were expected to see circulation gains "but not on the scale noted for magazines." More group operation of newspapers was forecast.

Global growth was seen for U.S.-based magazines because "the presence of American soldiers, sailors and airmen in foreign lands all over the globe has given the people of those distant countries a new interest in publications of American origin."

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