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Thesis (M.A.)—University of Nebraska—Lincoln, 1942. Department of Business Organization and Management.


Copyright 1942, the author. Used by permission.


The problem of the economic effects of advertising has assumed a new importance since the outbreak of war. A war economy tends to make peacetime economic problems more critical. The principal concern of the nation now is to allocate the productive resources of the nation in such a manner as to achieve victory over the nation’s enemies as speedily as possible. If advertising is justified during a peace economy, a war may modify the economic effects of advertising so that it is not economically sound.

The question has been raised as to whether or not advertising should be maintained or drastically curtailed for the duration of the war. For what purposes should advertising be used? It is the object of this thesis to attempt to answer these questions. To do so, it will be necessary to study the effects of a war economy upon the economics of advertising, and to discover in what ways advertising may aid or impede the war effort.

Generally speaking, the discussion concerns itself with the economic effects of the advertising of consumer goods, and in a few instances, industrial goods. For the most part, the arguments analyzed refer to national advertising and not to retail advertising.

Advisors: F. C. Blood and O. F. Litterer