For Victory. Even children could help out. A tiny part of World War 2 History.
Yesterday we found a Wonder Woman comic book in the attic, a re-print of the very first issue published in 1942. On the back we, at Mimi Berlin, noticed something we had never seen or had heard of before: United States savings bonds and stamps……
Based on the aggressive and successful Liberty Bonds campaign of World War I, the WWII war bonds program inspired 85 million Americans to purchase bonds and raise $185 billion for the war effort. Similar to modern-day government savings bonds, they gave a percentage of return over the initial investment 10 years after purchase. This war defense bond was purchased for $37.50 in 1942 and could eventually be cashed in for $50.
“Comic books published throughout the war heavily encouraged the purchase of bonds and stamps through endorsement by their characters”
Of course, comics were a considerable part of the war bond campaign. Cartoonist Al Capp’s “Li’l Abner” comic-strip characters promoted both the patriotism and practicality of purchasing bonds — not to mention appealing to a soldier’s libido with Capp’s curvaceous hillbilly sweetheart Daisy Mae as a pin-up girl. via 13thdimension.com
captainamerica_warbonds image via 13thdimension.com
“Of course, comics were a considerable part of the war bond campaign. Cartoonist Al Capp’s “Li’l Abner” comic-strip characters promoted both the patriotism and practicality of purchasing bonds — not to mention appealing to a soldier’s libido with Capp’s curvaceous hillbilly sweetheart Daisy Mae as a pin-up girl.”
“Comic books published throughout the war heavily encouraged the purchase of bonds and stamps through endorsement by their characters” (via/read more at 13thdimension.com)
931 Ad Lucky Strike Cigarettes American Tobacco Broadway Actress Leone Sousa
A Lucky Strike advert from the 1930s showing the supposed health benefits of smoking. Source: tobacco.stanford.edu, available here.
Edward Bernays’ Green Campaign for Lucky Strike.
The women who smoked In the 1930s didn’t like the green color of the Lucky Strike packages. Edward Bernays set up a major campaign “to convince women that green was the new black.” With assistance from editors at Vogue and Harper’s Bazaar, green began to dominate the fashion world. He came up with the “Green Ball” held in 1934 in New York, featuring some of the city’s most prominent socialites.” (read more neatorama.com)
Edward Bernays for Lucky Strike.
In the late 1920s, American Tobacco Company chairman George Washington Hill wanted to gain the female market for his Lucky Strike cigarettes; so he hired Edward Bernays. Bernays PR company came up in the with the idea to market cigarettes as ‘Torches of Freedom’ Bare in mind that in the 19th century smoking for women in public was not done at all.
During the New York Easter Parade in 1929, “a young woman named Bertha Hunt stepped out into the crowded fifth avenue and created a scandal by lightning a Lucky Strike cigarette. The incident was highlighted even more because the press had been informed in advance of Hunt’s course of actions, and had been provided with appropriate leaflets and pamphlets. What they did not know was that Hunt was Bernays’s secretary and that this was the first in a long line of events that was aimed at getting women to puff. Bernays proclaimed that smoking was a form of liberation for women, their chance to express their new found strength and freedom.” (read more yourstory.com) That worked well! Lucky Strike sold “40 billion cigarettes in 1930 compared to 14 billion just five years earlier” (read more) historyisnowmagazine.com
It’s things-from-the-past-you-should-see-week, an educational program at Mimi Berlin.
This is how ‘they’ lured you into buying bijoux; by creating a dream that you would know it actually was only that, a dream; these ads are a simple but such a strong incentive to steer the imagination in the right way. Nifty!
The CEO of the month brooch. mimi berlin amsterdam office 1960s on 1980s in 2016
We, at the Mimi Berlin offices, got inspired by these advertisements made in the previous century…….The first image is a quick schetch by Mimi Berlin made in 2016: The CEO of the month brooch. (1960’s BSK flower brooch on a 1980’s ad for Nucci Valsecchi interiors from Vogue Italia, Dec. 1980)