At the beginning of the decade, the USA entered the war. Patriotism consequently became an integral part of daily life and was reflected in advertising. When the country emerged victorious from the dark years of World War II in 1945, the ensuing economic boom was accompanied by a drastic increase in quality of life and consumption, reaching excess. The outcome of the war triggered an unprecedented sense of national pride and prosperity among Americans, and nowhere was this new wave of progress and consumerism better reflected than in contemporary advertising. In the second half of the decade, purchasing power skyrocketed thanks to job openings and rising wages. The new G.I. Bill enabled returning war veterans to purchase homes for the first time, and people regained faith in the American Dream. In the post-war period, the market was flooded with products and services for every purpose and occasion, reaching even the farthest corners of society. Everything—from entertainment to travel and cars, alcohol and tobacco, fashion and cosmetics to food and beverages—was both in demand and affordable. This era opened the floodgates to consumerism, as advertisers sought to meet the needs of a population recovering from years of rationing. This fascinating collection, published by Jim Heimann, delves into the vibrant, lively, and spirited era of life and advertising in 1940s America.