A Small Price to Pay
Consumer Culture on the Canadian Home Front, 1939-45
Published on 21. October 2013
Book
Hardback
288 pages
978-0-7748-2363-0 (ISBN)
Description
We often picture life on the Canadian home front as a time of austerity, as a time when women went to work and men went to war. A Small Price to Pay, the first full-length study of consumer culture in wartime Canada, explodes this myth of home front sacrifice by bringing to light the contradictions of consumer society during the Second World War.
Wartime governments pressured Depression-weary citizens to save for the sake of the nation, but Canadians had money in their pockets after years of want, and the fantasy realm of advertisements promised them fresh groceries, glamorous movies, and new cars and appliances. Graham Broad reveals that our "greatest generation" was not impervious to temptation but rather embarked on one of the biggest spending booms in our nation's history.
Cutting through the fog of patriotic enthusiasm, this richly illustrated book reveals that the consumer-spending boom of the 1950s and 1960s was not a "postwar" phenomenon after all.
Wartime governments pressured Depression-weary citizens to save for the sake of the nation, but Canadians had money in their pockets after years of want, and the fantasy realm of advertisements promised them fresh groceries, glamorous movies, and new cars and appliances. Graham Broad reveals that our "greatest generation" was not impervious to temptation but rather embarked on one of the biggest spending booms in our nation's history.
Cutting through the fog of patriotic enthusiasm, this richly illustrated book reveals that the consumer-spending boom of the 1950s and 1960s was not a "postwar" phenomenon after all.
Reviews / Votes
A Small Price To Pay is wry, ironic and wonderfully researched. It is also a dramatic resetting of the record. Far from the media depiction of 1940s Canada as a bleak and downcast place, Broad makes a persuasive case that most people never had it so good ... for young Canadians and even for those who lived it, the war years are immortalized as a black-and-white period of communal misery and sacrifice. A Small Price To Pay reruns the memory reel in brilliant colour punctuated with an astonishing fact: in no year of the war did Canada spend more on the military than it did on shopping.- Holly Doan (Blacklock's Reporter: Minding Ottawa's Business) I encourage neophytes and specialists alike interested in the Canadian home front to read this book. It should not be ignored for anyone interested in this topic. - Daniel German, Library and Archives Canada (Canadian Military History) Both books [Broad's A Small Price to Pay as well as Food Will Win the War: The Politics, Culture, and Science of Food on Canada's Home Front by Ian Mosby, UBC Press 2014] are much needed additions to the historiography of Canada's Second World War Experience. Too often have the daily lives of those on the home front been overlooked in favour of the stories of the men and women who marched away in khaki. Those who remained behind - 90 percent of Canadians - also had their worlds fundamentally transformed by war, as these books demonstrate. Specialists will certainly appreciate these works, but both are accessible and appealing to a general audience as well.
- Stacey J. Barker (BC Studies) A Small Price to Pay provides an excellent starting point from which to launch further explorations of the subject area ... I encourage neophytes and specialists alike interested in the Canadian home front to read this book. It should not be ignored for anyone interested in the topic.
- Daniel German, Library and Archives Canada (Canadian Military History Vol 26, Issue 2)
More details
Series
Language
English
Place of publication
Vancouver
Canada
Product notice
sewn/stitched
Illustrations
36 photos, 17 graphs
Dimensions
Height: 229 mm
Width: 152 mm
Weight
560 gr
ISBN-13
978-0-7748-2363-0 (9780774823630)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Person
Graham Broad is a member of the Department of History at King's University College, Western University.
Content
Introduction
1 Mrs. Consumer, Patriotic Consumerism, and the Wartime Prices and Trade Board
2 Business as Usual: Adworkers and the Coming of War
3 Finding a Place for Wartime Advertising
4 Advertising to Win the War and Secure the Future
5 Buying and Selling Big Ticket Items
6 "The Grim Realities of War, as Pictured by Hollywood": Consuming Leisure
Conclusion
Appendix: Guns and Butter: Consumer Spending, Inflation, and Price Controls
Notes, Selected Bibliography, Index
1 Mrs. Consumer, Patriotic Consumerism, and the Wartime Prices and Trade Board
2 Business as Usual: Adworkers and the Coming of War
3 Finding a Place for Wartime Advertising
4 Advertising to Win the War and Secure the Future
5 Buying and Selling Big Ticket Items
6 "The Grim Realities of War, as Pictured by Hollywood": Consuming Leisure
Conclusion
Appendix: Guns and Butter: Consumer Spending, Inflation, and Price Controls
Notes, Selected Bibliography, Index