Saturday, 22 November 2014

War related advertising

I've become fascinated by the way advertisers used the war to promote their wares.

For example, Havelock tobacco had a range of military themes, including this one directed at officers, or so it seems. Smoking Havelock was clearly going to make you a better officer.

Mount Alexander Mail, 28 June 1917

The Empire Cocoa people got in on the act, too, with their appeal to Australians' sense of duty (with a bit of guilt thrown in for good measure?):
Warrnambool Standard, 18 September 1916

The following ad for 'Bookstall' novels reminds us that soldiers often had free time to read and had a 'hankering for anything Australian':
Australasian, 4 August 1917

I found those ads in country or national newspapers and it made me wonder what sort of patriotic appeals were made to the people of Coburg and Brunswick.
I found no references to the war in local papers in the first months of the war. Some, like this ad for Tarran's Carriage Works, recalled a bygone era. The pastoral scene depicted here seems more suited to a Thomas Hardy novel than a Melbourne suburb at war.
Brunswick and Coburg Star, 8 January 1915, p.4

Then there was the Primrose Dairy ad, reminding us that despite the war, life went on as usual.
Brunswick and Coburg Star, 6 August 1916, p.4.

On the same page, though, was an ad from Green's Newsagency, bringing our attention back to the war and reminding us of the losses involved, with its reminder that it specialised in mourning cards and offered a 'nice assortment of Soldiers' Mourning Cards'.
Brunswick and Coburg Star,6 August 1916.

For those busily knitting garments to send to the front, Hutton's of North Carlton was the place to go.
Brunswick and Coburg Leader, 26 November 1915.

Motor cycle riders were not forgotten, either. Andrew Johstone of the Thistle Motor Garage (and Thistle Cycling Club). This rather splendid ad appeared in the Brunswick and Coburg Star on 21 May 1915 and I can't help wondering whether Andrew Johnstone had heard the news yet that his son Donald had been killed at Gallipoli earlier that month (on 8 May).

By Christmas 1916, Grundy's had organised sending gifts to the Front:
Brunswick and Coburg Leader, 22 December 1916 (and preceding three months)

Blakeley and Jackson catered for patriotic locals who could have their Christmas cards made up in their particular soldier's battalion colours. I wonder how families who had sons, brothers or fathers in different battalions decided on a colour scheme?
Brunswick and Coburg Leader, 19 October 1917

And an important patriotic duty was to ensure a steady supply of tobacco to the Front, as evidenced in this ad for the Southern Cross Tobacco Fund.
Brunswick and Coburg Leader, 28 June 1918

I'll give the last word to local builder Robert Irvine, who looked firmly to the future, even in 1916.
Brunswick and Coburg Star, 31 March 1916

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