Selling Freedom: Madison Avenue in Defense of the American Experiment 1945-1950

Posted on by Paul Gilbert II

The year is 1945. The Allies had defeated the Axis powers on three continents. Europe, except for neutral Spain, had been liberated from the evil specter that was fascism. Yet, as the ink dried on Germany’s capitulation, a new war appeared on the horizon. This new conflict was waged not on the battlefield but in the boardroom. Not on the Seine but with signs, posters, and bulletins. This war would be as frigid as the taigas and tundra of the Siberian landscape, with main combatants separated by thousands of miles and an infinitely wider political chasm. Little did they know, they were witnessing the dawn of the Cold War. But how does one win a war without physical battlefields? If you asked the Truman administration, the answer was on Madison Avenue.

The Advertising Council cut its teeth promoting government initiatives during the Second World War. While the boots on the ground fought overseas, the Ad Council was waging a war of its own in publications. To make good on President Roosevelt’s “Arsenal of Democracy” broadcast, Madison Avenue marshaled their marketing experience to sell the American people the importance of their individual contributions to the war effort. Images and broadcasts bombarded Americans, summoning everyday citizens to do their duty to triumph in this existential conflict. As one Ad executive stated in 1944, “So advertising, the voice of American industry, foolishly denounced by some as wasteful, sometimes despised as frivolous and actually marked for destruction by extremists in various governmental agencies, has modestly accomplished tasks essential to the United States and to a free world.[1]”

In this 1949 ad, the Ad Council announces that America is hiring “full time citizens” to build on the triumphs achieved by the American people.

Despite the end of armed conflicts in 1945, the wartime advertising apparatus did not dissolve. Both the Ad Council and the State Department agreed that a new war was on the horizon, albeit one fought within the hearts and minds of people. To win the Cold War, the US government needed an organized front to counteract Soviet propaganda at home and abroad, “The Radio Allocation plan is an excellent example of the teamwork in advertising that epitomizes the Council. After seven years, it still looks to many like the instrument which one national radio advertiser once called it: Perhaps the most powerful weapon for public service ever devised.[2]”

Found on the rear of a pamphlet titled Freedom is Everybody’s Job, this questionnaire asks if the reader has been doing their due diligence as a citizen.

Before the Korean War, the “most powerful weapon for public service ever devised” was squarely aimed at reminding Americans what made America different from other countries in the world. The American Heritage Foundation ran several campaigns imploring Americans to take advantage of their freedoms and be more active democratic participants. The campaign admitted that the American system was flawed but stressed the importance of a politically engaged populace for a thriving democracy. Union members who never attended meetings, stockholders who sat idly on top of their profits, and parents who did not join the local PTA were all called out as hindrances. Their laziness contrasted with the “full time citizen” who embodied the principles outlined by the founders of the Nation. The ads implored Americans to diligently and willfully perform all the tasks expected of them as full citizens of the United States to truly “work for freedom.”

After consulting with the Truman administration on “the national economy, national defense, and foreign relations,”[[3] the Council created the American Economic System campaign. First released in early 1949, it sought to explain the economic virtues of the United States and its brand of capitalism. This campaign featured ads that the Council helped place in newspapers and magazines, promoting the uniqueness of the United States. The campaign explicitly connected the freedoms guaranteed in the Constitution to the virtues of capitalism. Because of American capitalism, as the campaign materials claimed, people from all over the world flocked to the United States to escape famine and persecution.

Found on page 15 of the fifth edition of the Miracle of America, Uncle Sam encourages his fellow Americans to use the tools of democracy to build a healthier and stronger America.

Simultaneously, the Ad Council produced a pamphlet titled The Miracle of America which used Uncle Sam to lecture the reader on the basics of the economy. Uncle Sam explained that America was blessed with a bounty of natural resources and an innovative spirit capable of taking full advantage of its situation. The competitive nature inherent in capitalism made the US robust and resilient to whatever fate threw at the American people. The Ad Council’s pamphlet included several graphs that demonstrated how much better off the average American was. The average American worker made nearly twice as much as their contemporaries in the second most prosperous state, Canada.

In addition, the pamphlet sought to assuage fears of automation rendering American jobs obsolete. Between the post-war demobilization and the introduction of newer and more efficient machines, Americans worried about the long-term security of their jobs. Uncle Sam assured them that the introduction of new machines would not only create new jobs but continue to make lives easier. In his own words, “the machine isn’t an enemy, it’s a friend – and anything which helps us to turn out more work adds to our strength and prosperity.”[4]

Thanks to American’s industries being an ocean away from the brunt of the conflict, the United States was in a unique position to influence the restructuring of nations around the world. The Ad Council reminded Americans that they were truly lucky in more ways than one. There was much to be thankful for, and even more work to be done. If the United States wanted to make the world safe for democracy, its citizens needed to get their house in order as well.

While this concludes one chapter in the history of the Ad Council, there are countless stories waiting to be told about the Council’s 80 years of public service advertising.  Advertising provides a glimpse into the mindsets and culture of those who create it. If you are interested in discovering other hidden stories. I invite you to contact us at the University Archives by email or stop by for a visit.

Sources

“Advertising and the War Effort.” Collier’s, August 26, 1944.

Ketchum, Alton. The Miracle of America. 5th Edition. New York, New York: The Advertising Council, 1950.

“Minutes of Meeting December 16, 1948.” Meeting Notes. New York, New York, December 16, 1948.

“Public Service by Radio Networks & Advertisers … 12 Months of 1948.” New York, New York: The Advertising Council, 1948.

 

 

Capturing Campus Life During a Pandemic

Posted on by Bethany Anderson

By Bethany Anderson and Jessica Ballard

Image courtesy of University Housing, which created and gave us permission to use this flyer.

A photo of a desolate street. A video journal entry. A student’s hip hop performance. A screenshot of a Zoom meeting. These are but a few examples of submissions that the University of Illinois Archives has received as part of a call to the campus community to share their experiences during the COVID-19 crisis.

Over the last few weeks, life at the University of Illinois has drastically changed in response to Governor Pritzker’s “stay-at-home” order: students and faculty have shifted in-person courses to remote instruction; most staff are working remotely in their homes; and meetings that were once in-person are now conducted primarily by video conference. The impact of these changes to daily life has been profound and disruptive. What’s become clear is that the COVID-19 pandemic is affecting every part of the University of Illinois community–from building workers to students, faculty, staff, and alumni–and it is affecting everyone in different ways.

An example of a submission: Professor Larry DeBrock, Dean Emeritus and Professor of Finance and Professor of Economics, during a webinar on the economic impact of the coronavirus. This photo was taken in his home studio with ad-hoc sound-proofing.

We are living in an unprecedented time, one which future researchers will want to study in order to understand what it was like to live through this pandemic. The Archives wants to ensure that these experiences are captured and preserved for future generations, whether they are in the form of artwork, an email to a colleague, a photo of one’s remote workspace, or a written or recorded snapshot of one’s experience at a specific moment in time.

Consider sharing your story with the Archives. Submissions may be made through this form: https://go.library.illinois.edu/COVID-19Archives. The form will remain open through December 31, 2020, but the deadline may be extended if needed. Submissions may also be anonymous. Your submission does not necessarily need to be a digital item–the Archives is also accepting physical items for donation once we resume onsite operations.

Please contact Bethany Anderson (Natural and Applied Sciences Archivist) and Jessica Ballard (Archivist for Multicultural Collections and Services) with questions about this initiative.

“In the Present Uncertain Situation”: Scarlet Fever at the University of Illinois, 1914

Posted on by Cara Bertram
Man smiles from inside the Emergency Hospital during the 1914 Scarlet Fever outbreak. Image 0011593.

As life drastically changes for students, faculty, and staff at the University of Illinois and across the country, it may help to remember that this is not the first time that the University has faced a disruptive health crisis. Multiple outbreaks have peppered the University’s past, including the flu, smallpox, and scarlet fever. In 1914, a scarlet fever epidemic disrupted student life and spurred the University into action.

The Daily Illini reported the first student with scarlet fever in 1914 on February 10. By February 12, four more students were confined to the Burnham Hospital in Champaign. The spread of scarlet fever prompted Thomas A. Clark, the Dean of Men, to put out a statement, “In the present uncertain situation with regard to scarlet fever no one can afford to take unnecessary risk.” Clark urged sick students to see a physician, to isolate themselves until their diagnosis was confirmed, and not to attend class if they were sick. [1] Continue reading ““In the Present Uncertain Situation”: Scarlet Fever at the University of Illinois, 1914” →

John C. Houbolt: The Man Behind the Lunar-Orbit-Rendezvous

Posted on by Jameatris Rimkus

On May 25th, 1961, President John F. Kennedy called for the nation to “commit itself to achieving the goal, before this decade is out, of landing a man on the moon and returning him safely to Earth.”

On July 20, 1969, Apollo 11 successfully landed on the surface of the moon, and 6 hours after landing Commander Neil Armstrong became the first person to step onto the lunar surface. This July 20th will mark the 50th anniversary of that historic event, and in honor of that day, a University of Illinois Archives exhibit calls attention to alumnus John C. Houbolt (B.S. 1940, M.S. 1942). For without his work and advocacy, the brave Apollo 11 astronauts would never have made it home.

Houbolt was a NASA aerospace engineer from Joliet, Illinois who developed the unpopular idea that to land a man on the moon and return safely, the only way was to use his concept of Lunar-Orbit-Rendezvous (LOR) and a lunar landing module. At the time the prevailing ideas for landing on the moon were Direct Descent or Earth-Orbit-Rendezvous. Neither of which would be cost-effective or feasible. The Lunar-Orbit-Rendezvous eventually became the ideal and safest way to accomplish a moon landing.

There are always scientists and engineers who may be responsible for the success of historic events but who remain anonymous to popular history. Without Houbolt’s idea and persistence, this event would not have been possible. So that he is not just a footnote in history our exhibit opens a window into the work and life of John C. Houbolt.

[youtube https://www.youtube.com/watch?v=hxPbnFc7iU8?controls=0&w=560&h=315]

 

For an informative account of Houbolt’s contribution visit NPR’s 1A interview with Todd Zwillich, “Fly Me To The Moon: Apollo 11 and The Unsung Hero Who Made It Happen”

Overlooked Campus Landmarks Turn 150

Posted on by

How many times have you gone down 4th St. by the Armory or Huff Hall? Probably hundreds of times, right? It so happens that when you do, you’re passing some of the last vestiges of the Illinois Industrial University, as the U of I was called 150 years ago.

Where are these vestiges? Just look up. It’s the trees—several tall, shaggy Austrian Pines, to be precise. They are all that’s left of a series of windbreaks that were planted 150 years ago this week, between June 1 and June 7, 1869.

With both Champaign and Urbana having Tree City USA designations today, it’s hard to believe that in 1868, when the first students arrived, the only landscape feature, aside from the lone sycamore south of Gregory Hall, was one, lone university building surrounded by acres and acres of open fields. It’s not surprising that one Trustee even said that “the University Building looked like a stake driven into the ground.” At least one student wrote home to bemoan the mud and desolation in which she found herself.

Enter the College of Agriculture, which in 1869 planted several windbreaks on what they considered the far edges of an imagined, future campus. They included a hedge of osage orange, many silver maples, Norway spruces, red cedar, and 110 Austrian pines planted along 4th street to protect the experimental orchards. It’s all described in considerable detail in the Trustee’s Report of March 1870, right down to the locations and how many feet apart they planted the trees.  At last, something besides a lone building existed on what was to become the tree-studded campus of one of the world’s great universities.

Want to see these original, living relics? There are still about a dozen of the Austrian Pines found on the east side of 4th St from just west of the Armory to the northeast corner of Pennsylvania Ave.  For one of the most distinctive groups, look for the five tall trees directly behind the construction sign for the Siebel Center for Design,  just south of Huff Hall.

Or, if you’re at the northeast corner of the Armory and 4th St., you’ll see a lone, tall tree standing like an umbrella. Stand by its trunk and look south to see the trunks of three more that are partially hidden from the street by lower growing trees.

A further one is near the southernmost door of Huff Hall. Until they were removed this spring, two more could be found immediately west of the Art and Design Building. All these trees date back to 150 years ago this week, making them the oldest mark left on the landscape by the University of Illinois. They even predate Mumford House, the oldest University building. There is nothing else on campus—not a building, not a marker—that connects so closely to the beginnings of this university.

It’s important to respect and pay attention to our landscape, especially when there are building projects, or else we’ll lose part of the identity of this university. It’s part of what makes this campus the attractive place that people remember.  The natural environment is fragile. Take note of these ‘monuments’ while they are still here.