40s : all-American ads / edited by Jim Heimann ; with an introduction by Willy R. Wilkerson III; [German translation, Stefan Barmann ; French translation, Simone Manceau].

Contributor(s): Heimann, Jim, 1948- [editor] | Wilkerson, Willy R. III [writer of introduction] | Barmann, Stefan [translator.] | Manceau, Simone [translator.]
Language: English, French, German Publisher: Köln : Taschen GmbH: [2023]Copyright date: ©2023Description: 639 pages : chiefly color illustrations; 26 cmContent type: text | still image Media type: unmediated Carrier type: volumeISBN: 9783836588584Other title: Forties : all-American ads | All-American ads : 40s [Cover title] | All-American ads : fortiesSubject(s): Advertising -- United States -- History -- 20th century -- Pictorial works | Commercial art -- United States -- History -- 20th centuryGenre/Form: Illustrated works | Pictorial worksDDC classification: 659.13/20973
Contents:
Willy R. Wilkerson III : from rationing to prosperity, American life in the 1940s Von der Rationierung zum Wohlstand : der amerikanische Lebensstil in den Vierzigern Du rationnement à la prospérité, la vie américaine dans les années Alcohol & tobacco Automobiles Consumer products Entertainment Fashion & beauty Food & beverage Industry Interiors Travel World War II
Summary: "At the beginning of the decade, America was at war. Patriotism was an integral part of everyday life, with the sentiment mirrored in advertising. As America emerged victorious out of the darkness of World War II in 1945, the economic boom of the era helped usher in the most dramatic rise in quality of life, excess, and consumerism. The war's end also brought unprecedented pride and prosperity to the American people, and nothing reflects the new wave of consumerism and progress more than the ads of the time. Spending power dramatically increased in the decade's second half, with plentiful jobs and higher wages. Because of the new GI Bill, affordable housing was made available to returning war veterans for the first time. People were ready to embrace the idea of the American Dream. The postwar era represented a flood of products and services for every need and occasion, reaching every corner of society. Everything from entertainment to travel and automobiles, alcohol and tobacco, fashion and beauty, and food and beverage was in high demand and within reach. This period opened the floodgates of buying as advertisers sought to meet the needs of a population recovering from years of rationing. This engaging collection edited by Jim Heimann dives into the frenetic, lively, and brilliant era of American life and advertising in the 1940s"-- Provided by publisher
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Item type Current location Home library Call number Status Date due Barcode Item holds
BOOK BOOK COLLEGE LIBRARY
COLLEGE LIBRARY
GENERAL REFERENCE 		659.1320973 F7766 2023 (Browse shelf) Available CITU-CL-54166
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Includes index.

Original edition: 2005.

Willy R. Wilkerson III : from rationing to prosperity, American life in the 1940s
Von der Rationierung zum Wohlstand : der amerikanische Lebensstil in den Vierzigern
Du rationnement à la prospérité, la vie américaine dans les années
Alcohol & tobacco
Automobiles
Consumer products
Entertainment
Fashion & beauty
Food & beverage
Industry
Interiors
Travel
World War II

"At the beginning of the decade, America was at war. Patriotism was an integral part of everyday life, with the sentiment mirrored in advertising. As America emerged victorious out of the darkness of World War II in 1945, the economic boom of the era helped usher in the most dramatic rise in quality of life, excess, and consumerism. The war's end also brought unprecedented pride and prosperity to the American people, and nothing reflects the new wave of consumerism and progress more than the ads of the time. Spending power dramatically increased in the decade's second half, with plentiful jobs and higher wages. Because of the new GI Bill, affordable housing was made available to returning war veterans for the first time. People were ready to embrace the idea of the American Dream. The postwar era represented a flood of products and services for every need and occasion, reaching every corner of society. Everything from entertainment to travel and automobiles, alcohol and tobacco, fashion and beauty, and food and beverage was in high demand and within reach. This period opened the floodgates of buying as advertisers sought to meet the needs of a population recovering from years of rationing. This engaging collection edited by Jim Heimann dives into the frenetic, lively, and brilliant era of American life and advertising in the 1940s"-- Provided by publisher

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