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Gas Ovens: Something to Cling To and Fight For

By: Ardis E. Parshall - November 10, 2011

It wasn’t just sugar, you know. From the Improvement Era, February 1943 —

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(Please don’t misunderstand me. I realize that rationing was serious and that people were patriotic both in their conservation of scarce commodities and their dreaming of a future world, one worth fighting for, where scarcity was no longer a problem. It just strikes me odd, sometimes, to see the great stretches advertisers went to while pitching a product to the self-interest of the consumer — really, the only way to sell something — while simultaneously trying to appeal to the greater good rather than to self-interest.)



4 Comments »

  1. Actually, their ad-writers should have been fired for that awful thing (can’t call it a word): “duration-ize.”

    It reminds me of the terms of my dad’s (and a lot of other servicemen’s) enlistment: “duration plus six [months]”. I don’t know if servicewomen got the same terms. It didn’t work out that way for my dad anyway–he wasn’t discharged until July 1946.

    But I still wouldn’t say he was “duration-ized”!

    Comment by Mark B. — November 10, 2011 @ 3:17 pm

  2. Why am I thinking of all the buildup to a new iphone release? Worth fighting for, to cling to, because there will be new features, tomorrow!

    Actually, a nice addition as we anticipate Veterans Day tomorrow, and honor the sacrifices made then, and since, so we can worry about things like iPhones or the perfect ereader platform. Sorry, the cynic in me is moving to the forefront again, especially as I ponder whether or not to indulge in my latest case of technology envy.

    Comment by kevinf — November 10, 2011 @ 3:18 pm

  3. One other note: February 1943 was awfully early for optimism. At the beginning of that month, the German Sixth Army was close to surrender in Stalingrad, and the Afrika Korps was retreating westward toward Tunisia, but the Axis powers controlled virtually all of Europe as well as huge swaths of the Pacific, China and South East Asia. The “tomorrow” of that ad didn’t come for a long time.

    Comment by Mark B. — November 10, 2011 @ 3:24 pm

  4. Gas ranges are good. Gas ovens, not so much. I guess they could be called “heat-controlled” only when compared to wood-fired ones.

    Comment by The Other Clark — November 11, 2011 @ 10:47 am

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