July 4th Ads – 1944 & 1954

Here's wishing all of my readers a safe and happy July 4th.

Eighty years ago, we were at war with Germany and Japan. Here's a great ad (below) for Smith & Gerhart that ran in the Lorain Journal back on July 3, 1944. The theme of the ad was that you could buy a Series "E" War Bond, which in turn would entitle you to 'autograph a bomb for the enemy of your choice.'

As the ad explains, "This year, the only fireworks that count are the ones showered on the enemy. And now, through the co-operation of the U. S. Treasury Department and Textron, you can take a personal part in putting the finishing touches on Hitler or Tojo. Textron – makers of war's necessities as well as beautiful fashions of today – makes this possible through the Bomb-Bond plan.

"Come in and buy a Series "E" War Bond of any denomination. This Bond pays for a bomb, entitles you to autograph a Textron Bomb-Bond Label which Textron® will paste on that bomb... send it straight to the enemy of your choice."

I like the selection of bombs you could choose from, everything from a 4,000-lb. Block-Buster Bomb (for a $1000 War Bond) down to a Fragmentation Bomb (a steal at $25).

The illustration of the woman shooting her fireworks at Hitler and Tojo is great too.

Another (less bloodthirsty) ad from July 1944 is this one for Reidy Scanlan that ran in the same edition of the Journal.

This ad delivers the more traditional July 4th message with a dash of wartime patriotism. It notes, "Americans today are celebrating the 168th anniversary of the signing of the Declaration of Independence, by which document America was made free from tyranny.

"Once more oppression is extending its power over the world.. nations are feeling the dreaded scourge of war. America is determined that justice and right will win."

Ten years later, the country was enjoying post-war prosperity – symbolized in this ad for Lorain Telephone by a massive traffic jam. 

The ad ran in the Lorain Journal on July 2, 1954. It recommends that when caught up in heavy holiday traffic, it's a good idea to call ahead to say you'll be late. Of course, it assumes that there would be a telephone booth (remember those things?) on the way.

Lastly, here's another ad from 1954, this time for Atkinson & Williams A-1 Used Cars, that ran on July 1st. It's got some cheesy cheesecake artwork to appeal to men, since at that time, buying cars was man's work apparently!

It's kind of surprising to see this type of ad in the (supposedly) wholesome 1950s. At least it's kind of patriotic, with its Uncle Sam(antha) in star-spangled stockings.