Substance 46 (3):3-15 (2017)

Emmanuel Alloa
Université de Fribourg
During World War II, both the US and Canadian governments issued a series of propaganda posters aimed at reducing spending and redirecting private households’ financial expenditures into the general war effort. Many of those posters, developed by some of the cleverest advertisers of the time, drew on Puritanism’s most deeply rooted principle: self-restraint. One propaganda poster succinctly exemplifies the underlying logic: as an elegant couple looks up at a gigantic elephant for sale, the caption sternly reminds them to be thrifty: “If you don’t need it … don’t buy it!”.If you don’t need it, don’t buy it. Propaganda Poster WWII. Ottawa...
Keywords economy  financial crisis  capitalism  Puritanism  Max Weber  consumerism  eschatology  debt
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DOI 10.3368/ss.46.3.3
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