Term of Award
Master of Arts in History (M.A.)
Document Type and Release Option
Thesis (open access)
Copyright Statement / License for Reuse
This work is licensed under a Creative Commons Attribution 4.0 License.
Department of History
Committee Member 1
Michael Van Wagenen
Committee Member 2
The unique circumstances in the United States during the Second World War allowed for business to continue as usual on the home front. Advertisers, public relations experts, and big business all worked for the government to promote the war effort. For a period of time major companies in the United States were producing advertisements that persuaded citizens to support rationing, buy war bonds, hate the enemy, and keep their brand names in mind in the post-war years. Companies who supported the war effort had their brands connected with ideas of patriotism and enjoyed the success of brand loyal consumers in the economic post-war boom. The advertisers and public relations experts cemented a place for their professions in the United States by showing their effectiveness to sway the minds of the public to support the war effort. The advertisements produced during the Second World War acted as a form of wartime propaganda that convinced that sold nationalistic ideology and demonization of the enemy alongside a service of product. The advertising campaigns of the Second World War show a period of time where government, public relations, advertising, and business developed a relationship that changed the way Americans viewed consumerism. It is my assertion that by analyzing the advertising campaigns from the Second World War it is possible to trace the rise of consumer culture dominance, the solidification of the fields of public relations and advertising, and the connection between purchasing brand products and patriotism.
Thomas, Jordan T., "The Real Winner of the Second World War: Patriotic Consumption and the Formation of a Society of Spin" (2018). Electronic Theses and Dissertations. 1863.
Research Data and Supplementary Material