Wife Gets Smart, Makes Husband Happy: Supermarket Comic Strip Ads of World War II

Compiled & Annotated by Nat Gertler
Foreword by Dr. Vicki Howard

When a major American supermarket chain began including comic strips win their newspaper ads in 1941, they probably thought that it would just be a series of little tales that just reminded you to shop at their stores. But then America got pulled into the war, and the strip became an unintended chronicle of life on the homefront, with patriotism, shortages, rationing, fundraising, fears, hopes, and ultimately expectations of a better tomorrow. Here are the hundreds of strips that made up that campaign, which ran from 1941 to 1947. Plus, there’s dozens of examples of comic strips from ads for independent grocery stores from before and after the war, and as an added bonus, a healthy run of Glamorous Gloria, a hilarious strip advertising clothing stores.

“Nat Gertler’s Wife Gets Smart, Makes Husband Happy is a time capsule of comic strips that gives insight to an era in the United States where food rationing was enforced and families were encouraged to grow their own food so that more processed food was available for American soldiers. […] It’s a history book about mid-20th century America, a practical guide in using sequential art to quickly convey a message, and — if you happen to be a collector of grocery store memorabilia (yep, they exist) certain a book you’d want to have on your shelf. Grade: 5.0/5.0″ — RJ Carter, CriticalBlast.com

“The American comic industry has always had a space for small, independent publishers, and I’m glad, because it means you can sometimes stumble across something like this […] odd but strangely readable.” – Comics Worth Reading

  • Paperback ‏ : ‎ 175 pages
  • ISBN-10 ‏ : ‎ 1949996417
  • ISBN-13 ‏ : ‎ 978-1949996418
  • Item Weight ‏ : ‎ 10.9 ounces
  • Dimensions ‏ : ‎ 8.5 x 0.44 x 6 inches

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