• Steven Heller

Winning the Postwar Marketshare

One of the “Rewards of Victory” against the Axis during World War II was a resounding bounce in the economy, and especially advertising. During the war most industrial advertisers had nothing to sell other than their brand. What they did to aid the war effort was revealed in institutional advertisements. But with the peace, the cats were out of the bag and by early 1946 selling was back in full swing.


Many of these postwar adverts for everything from boats to telephones pegged their messages to their wartime contributions. What these manufacturers learned from the war became a recurring theme for a short period before disappearing into the shadows. Here are a few of the postwar genre.











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About Steven Heller

Steven Heller is the co-chair of the SVA MFA Designer /Designer as Author + Entrepreneur program, writes frequently for Wired and Design Observer. He is also the author of over 170 books on design and visual culture. He received the 1999 AIGA Medal and is the 2011 recipient of the Smithsonian National Design Award.View all posts by Steven Heller →

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