Voice of Civilisation: advertising and its critics in austerity Britain

Abstract

Recent historians of wartime Britain and the Attlee years have taught us a great deal about the fundamental role played by popular consumption during this crucial period. Consumption issues were brought to the fore during the Second World War and they continued to be vital in its aftermath. Most obviously, personal consumption was severely restrained, by 15% for foodstuffs in 1942, more than 30% for clothing, probably 75% for household goods, cutbacks that represented the largest reduction in personal consumption in modern British history. Brand names largely disappeared to be replaced by standardised goods produced through 'pooling' arrangements with manufacturers. Government policy of 'Fair Shares For All' and 'Make do and Mend' promulgated by the Ministry of Food and the Ministry of Information legitimised a 'moral economy' of consumption from above. 1 Despite