It was World War II, and car companies, along with appliance and many
other manufacturers had turned from making their regular products to producing
material for the war effort. They were
making tanks and planes now, uniforms, and all manner of military items. These could not be sold to the public, so
they had nothing to sell. But they
needed to keep their names in the public eye until the war was over. So ads were published to encourage buying
bonds (and thereby saving for the day when they could buy a new car, which
Americans did, in large number).
My favorite among those ads were the Nash-Kelvinator. Each one told a
little story. It was first person, usually the rambling stream-of-consciousness
thoughts of the main figure in the ad talking directly to the reader. The nurse who, in the midst of a frantic
triage on a Pacific Island jungle discovered her own brother among the wounded.
The guy wounded in the jungle who is fading in and out of
consciousness, bleeding on the stretcher, “Somehow, I never thought it would
end this way. I never thought I’d go home like this.”
The hollow-eyed POW who finally got a letter from home. The guy standing on the train depot, just
home from the war, not jubilant but wary, demanding direction – what happens
now? Each of the narratives drops you
into a story already in progress, and you never get to know the ending. You are left to imagine it and wonder, and that
may be the best storytelling of all.
There is, of course, in all the ads the suggestion that manufacturing
is a big part of our war effort and therefore is a big part of American
democracy. We hear about the rights of a
man to return to a job and rise according to his abilities, but we are not
inspired about workers’ rights, civil rights, or any of that messy stuff.
But it was an era, too, of messy stuff.
What many may forget today, particularly if they are classic film buffs
and have a rather sentimental view of American patriotism during World War II,
is that we were really not unified up until Pearl Harbor and not even afterwards. People who lived during that time can tell
you different, but we are losing more and more of the Greatest Generation every
day, so intimate knowledge of those days is being lost, and their valuable
ephemera—diaries, letters, oral histories—is often overshadowed by the more glamorous
movies of the era which tell us everybody was on the same side.
Manufacturing, for instance, was not.
There was great resistance to President Franklin D. Roosevelt’s call for
war production, especially by the car companies. What won them over was that the government
promised them “cost-plus” contracts which meant that they would never lose
money, they were guaranteed profits. So
much for patriotism.
Today, we see the workers – not the management – of General Electric
pushing for that company to shift to making ventilators for the COVID-19
crisis. They are demonstrating in plants
in New York, Texas, Massachusetts, and Virginia to shift from making aircraft
components, turbines and their normal production to medical equipment. Otherwise, GE is in the process of laying off
thousands of its employees due to the current economic recession, which could
find us in depression soon.
Though American manufacturing may have needed to be dragged to the war
effort in World War II, nevertheless, manufacturing, in large measure, won the
war. America and its allies would never have
succeeded without the massive and vigorous juggernaut of American
manufacturing. The car companies were a
big part of that.
President Roosevelt’s wartime production policies were the basis of the
1950 War Production Act signed by President Harry Truman during the Korean War,
and it is this act which Traitor Trump is being urged to fully implement to
force General Motors to produce ventilators. So far, under pressure to use the
DPA, he has signed an order for FEMA to acquire N95 masks from 3M.
When teaching history to children we must always emphasize that history
is never just the past. It always shines
a light on the present.
Nash-Kelvinator was formed in a merger in 1937 between the Nash Motors
and Kelvinator Appliance Company. We may
recall the Nash Rambler and the Kelvinator refrigerators. The company merged with Hudson Motor Car and
the appliance division was later sold off to a company that would produce
White-Westinghouse, Gibson, and Frigidaire products. The car division ultimately became American Motors
Corporation.
I first discovered these ads as a child, probably at about 10 years
old. In my elementary school classroom,
there was a bookcase in the back of the room filled with old books and National
Geographic magazines from the 1940s. I suppose they might have been donated. If we were done with our assignments and had
some free time, we were allowed to take a book or magazine from the back of the
room to our desks. I loved those magazines
for the ads. I wasn’t too interested in the
articles – world geography had changed quite a bit in the 1960s and early 1970s
so that the social studies classes of my era bore little resemblance to the
information in the old magazines – but World War II-centric ads were
fascinating. They were even more educational. So much so that some years later when a librarian told me the town library was sending its old National Geographics to be bound into book volumes and tearing out the ads, I blurted, "They're the best part!" She looked at me like I had two heads.
They were like the old movies that I loved. They plunked you down into a specific moment in time. They were dramatic. They made you wonder.
They were like the old movies that I loved. They plunked you down into a specific moment in time. They were dramatic. They made you wonder.
*********
Jacqueline T. Lynch
is the author of Ann Blyth: Actress.
Singer. Star. and Memories
in Our Time - Hollywood Mirrors and Mimics the Twentieth Century. Her newspaper
column on classic films, Silver Screen, Golden Memories is syndicated
nationally.
