ORIGINAL PUBLICATION DATE: FRIDAY JULY 30, 2010

“SMACK DAB IN THE MIDDLE: Design Trends of the Mid-20th Century” THIS MONTH: “PATRIOT-IQUES: WORLD WAR II HOMEFRONT MEMORIES

By Donald-Brian Johnson “Remember Pearl Harbor”. . . “Say a Pray’r for the Boys Over There”. . . “Loose Lips Sink Ships”.
For readers of a certain vintage, those slogans immediately recapture, with vivid clarity, an epic time in America’s history: the World War II years of the 1940’s.
While the fighting went on overseas, literally every aspect of American life on “the homefront” was also touched by the war. Patriotism surged, as citizens were encouraged to bond together in pursuit of a common goal. Morale-boosting songs filled the airwaves. Hollywood stars crisscrossed the nation promoting bond sales. And, even the most humdrum elements of daily domestic life in the United States were significantly affected by the war effort.
Memorabilia from the World War II homefront comes in many forms. There are sentimental favorites - the lovingly inscribed scarves, pillows, and “sweetheart” pins, bought by military men for the girls back home. There are household hard goods, such as illustrated milk bottles urging guzzlers to “Keep ‘Em Flying,” by investing in war bonds. There are also recordings, sheet music, and movies, featuring such iconic figures as Glenn Miller, the Andrews Sisters, and Kate Smith, which offered a welcome respite from day-to-day uncertainty.
Providing the most comprehensive overview of the time, however, are homefront paper goods. These cover the entire spectrum of 1940’s daily life, and provide a colorful, varied, and incisive look at what it meant to be an American during World War II. Among the most prevalent and affordable: vintage ration books, cookbooks, homemaking magazines, and pamphlets filled with household tips. Constant daily use means these collectibles are now difficult to find in mint condition, but tatters add to their appeal and authenticity. Even “how-to” booklets had to play by the rules: “use it up, wear it out, make it do, or do without”!
Wartime constraints meant an entirely new approach to domesticity, and implementing that approach fell almost entirely to the 1940’s homemaker. Riffling through the era’s paper memorabilia is an eye-opening exposure to long-forgotten rules and regulations. Grocery shopping? Don’t forget your ration stamps (and make sure you have the right ones for meat and sugar). Planning a trip? You’d better have enough gas points, and enough rubber on those well-worn tires. (And come to think of it, is that trip really necessary during wartime?) Putting together the household menu? Be sure the vegetables are fresh from your backyard “Victory Garden,” and that you’ve checked your recipes for “Victory Meat Extenders,” (in other words “filler”), to make a little go a long way.
World War II posters expanded on these domestic themes, and then some. Posters in grocery stores, post offices, schools, businesses, and almost every public gathering spot reminded citizens of specific wartime needs. Many encouraged basic conservation practices: (“Save Waste Fat For Explosives!”; “Hey – Turn Off The Light!”). Others got their point across by employing frightening wartime images. A car-sharing poster boldly announced, “When You Ride Alone, You Ride With Hitler,” and pictured a clueless driver sharing space with a ghostly Adolf.
“Message” posters were also prevalent. Folks back home were encouraged to be on constant alert, since even the most innocent action could inadvertently prove detrimental to the war effort. A shush-ing Uncle Sam, warning against “loose lips,” is perhaps one of the best-remembered “message” images, but similar admonitions were delivered in many different ways. One of the most heart-rending: a sobbing little girl, clutching a photo, under the header “Don’t Kill Her Daddy With Careless Talk”.
Today, homefront paper goods, whether framed singly, in montage, or displayed in period-appropriate scrapbooks, celebrate a particularly significant slice of American life. For those who lived through World War II, the memories evoked, though often bittersweet, can be recalled with pride. For the rest of us, these collectibles are a revelation and an inspiration, laced with the optimism and determination that truly defined “the greatest generation”.
(All photos by Donald-Brian Johnson)
Donald-Brian Johnson is the co-author of numerous Schiffer books on mid-twentieth century décor. The upcoming “Postwar Pop” includes more on homefront memorabilia. Please address inquiries to: donaldbrian@msn.com.