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War, so important in the growth of all the mass media, had its influence on advertising as nicely. Production of consumer products got here to a close to halt in the course of the struggle ( ), and traditional advertising was limited. The promoting industry turned its collective abilities towards the warfare effort, and what product promoting that there was typically adopted a patriotic theme. In 1941 a number of national advertising and media associations joined to develop the War Advertising Council. The council used its experience to advertise quite a few government programs. Its finest-known campaign, nevertheless, was on behalf of the sale of warfare bonds. The largest marketing campaign to date for a single merchandise, the struggle bond program helped sell 800 million bonds, totaling $45 billion. When the struggle ended, the group, now known as the Advertising Council, directed its efforts toward a bunch of public service campaigns on behalf of countless nonprofit organizations (see the essay “Effecting Positive Social Change”). Most of us have learn or heard, “This message is dropped at you by the Ad Council.” The impact of World War II on the size and structure of the promoting trade was important. A excessive excess-profits tax was levied on manufacturers’ wartime earnings that exceeded prewar ranges. The objective was to restrict warfare profiteering and make sure that corporations did not profit too tremendously from the demise and destruction of warfare. Rather than pay the heavy tariff, producers reduced their revenue levels by placing income again into their companies. Because the shortage of raw materials made expansion or recapitalization difficult, many firms invested in company picture promoting. They could not have had products to sell to the public, however they knew that the war would end sometime and that stored-up goodwill can be essential. One result, therefore, was an enlargement within the quantity and size of manufacturers’ promoting departments and of advertising agencies. A second result was a public primed by that promoting for the return of shopper items. Consumer products go to warfare. Advertisers and manufacturers joined the struggle effort. This magazine-ad GI is having fun with the comforts of a holiday residence-wife, baby, and a chilly Coke or two. The first radio ad was broadcast on WEAF in 1922 (the price was $50 for a ten-minute spot). Radio was essential to advertising in three major methods. First, though many individuals both
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