World War II Poster Campaigns--Preaching Frugality to American Consumers

Abstract

ABSTRACT: A core value throughout much of American history, frugality received official sanction during World War II when the U.S. government, to mobilize the home front, launched poster campaigns that preached being thrifty with goods and services, recycling metals and other materials, growing and storing food at home, obeying price and ration controls, and buying war bonds. This paper examines the consumption context, implementation, creative execution, and impact of government-sponsored poster advertising during this important turning point in the history of American consumer culture. The final section considers the significance of these campaigns in consumption and poster history, as well as some implications for reinspiring frugal values and behaviors. American consumer culture has always been a matter open to public comment, debate, and influence. For more than two centuries, different communications media and styles of expression have been used to reaffirm some consumption values and customs and to downplay or denigrate others. The loudest and most pervasive voice in this discussion has been commercial advertising. Advertisers clearly have a vested interest in the public conversation about consumption. In addition