I found a wonderful magazine page a few month’s back, full of advertisements.
None of the products advertised would be particularly interesting to me, except that the magazine is from late 1945, and the advertisements make specific reference to the (hopeful) end of wartime shortages. It’s a fascinating glimpse at rationing, and the foreseeable end to it:
Unfortunately I just found two pages of the magazine, and there was no identification of what magazine it was, or a precise date, though I’m certain it’s either English (most likely) or Australian (less likely), and that it dates from late 1945 or early 1946.
First, a rather sad version of Mary Had a Little Lamb:
The Loving Stitch: A History of Spinning & Knitting in New Zealand, gives an excellent account of wartime wool (and knitting needle) shortages, and how women coped with them (hint, it includes #8 wire!)
Next, a rather standard beauty ad, though my modern mind can’t help wondering precisely what it is men who call her Pat know about her…
Another classic ad type that still persists in New Zealand magazines (though not so much in American, if I remember correctly): the ‘helpful, educational, let’s pretend this isn’t an ad’ reminder that their proprietorial product is the only way to keep your family healthy:
And one of the more fascinating advertisements: a reminder not to forget a particular brand, even though “their need must still come first.”
And a reminder that even though the war is over, you still need to get as much wear as possible out of everything. Who knew Goodyear also did shoe soles!
Another standard beauty ad, this one of the ‘keep your insides clean to keep your outsides beautiful’ variety. Some things never change! And check out those ’40s pencil brows!
And finally, in the centre, a government ad: