---
title: This Fight Is a Family Affair! [1]
url: https://propagandaarchive.org/collection/this-fight-is-a-family-affair-general-electric-us-1942/
description: A magazine advertisement under the headline 'This Fight Is a Family Affair!' addresses the Axis ('Listen, Axis!') and shows photographs of a large family
section: Collection
---

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3. This Fight Is a Family Affair! [1]

[![This Fight Is a Family Affair! \[1\], 1939 US advertisement: A magazine advertisement under the headline 'This Fight](https://propagandaarchive.org/collection/images/this-fight-is-a-family-affair-general-electric-us-1942.jpg)](https://propagandaarchive.org/collection/images/this-fight-is-a-family-affair-general-electric-us-1942.jpg)

# This Fight Is a Family Affair! [1]

A magazine advertisement under the headline 'This Fight Is a Family Affair!' addresses the Axis ('Listen, Axis!') and shows photographs of a large family at table, children collecting scrap in a wagon, and women serving servicemen, with a 'United We Stand' banner. The tell is ordinary named households presented as the national fighting family (plain folks) and '130,000,000 of us' as one unit (identity fusion). It is a commercial advertisement, not a government poster.

## Propaganda techniques used in this advertisement

[Plain folks](https://propagandaarchive.org/techniques/plain-folks/) [Identity fusion](https://propagandaarchive.org/techniques/identity-fusion/)

## Text on the object

Original (English) · read from the image, not independently checked

```
This Fight Is A
Family Affair!

Listen, Axis! You're up against the best fighting men in the world, and the best workmen! Their dads, mothers, sisters, and brothers, too, are all doing their utmost for Victory. Over here we're just one fighting family ... 130,000,000 of us!

[photo captions:] Seven Children of their own, yet Mr. and Mrs. Emil Haller added two homeless tots to their wartime family circle ... Sons Of G-E Employees and their boy friends are busy these days! ... Homemakers Go On "Double Duty" for the duration. ... At The General Electric Home Institute in Bridgeport, Conn. ... Today The G-E Appliances you own are priceless, for no more will be manufactured until this war is won. [text continues]

[banner:] UNITED WE STAND
[poster:] U.S. NEEDS US STRONG - EAT NUTRITIONAL FOOD
```

[← Chinese Language Poster (The More We Fight, the Stronger We Are; the More the Enemy Fights, the Weaker)](https://propagandaarchive.org/collection/the-more-we-fight-the-stronger-anti-aggression-china-1940s/) [Trabajo Fortaleza de Nuestras Fronteras →](https://propagandaarchive.org/collection/trabajo-fortaleza-de-nuestras-fronteras-mexico-1939/)

## More propaganda examples that use the same techniques

- [Trois Tetes sous l'meme bonnet (three heads under the same cap)](https://propagandaarchive.org/collection/trois-tetes-sous-le-meme-bonnet-1789/) (France · 1789 · Plain folks, Glittering generalities)
- ['This log cabin was the first building erected on the North Bend', Whig print by T. Sinclair, 1840](https://propagandaarchive.org/collection/harrison-north-bend-log-cabin-sinclair-1840/) (United States · 1840 · Plain folks, Transfer)
- [Treeing Coons (pro-Polk cartoon), 1844](https://propagandaarchive.org/collection/treeing-coons-polk-1844/) (United States · 1844 · Name-calling, Plain folks)
- [Zachary Taylor, People's Candidate for President (Currier banner), 1848](https://propagandaarchive.org/collection/taylor-fillmore-peoples-candidate-1848/) (United States · 1848 · Plain folks, Glittering generalities)
- ['Little Mac.' (from the Democratic presidential campaign songster)](https://propagandaarchive.org/collection/little-mac-song-sheet-feeks-1864/) (United States · 1864 · Bandwagon, Plain folks)
- [The peoples' choice, H. Greeley G. Brown](https://propagandaarchive.org/collection/peoples-choice-greeley-brown-1872/) (United States · 1872 · Bandwagon, Plain folks)
- [The working-man's banner. For President, Ulysses S. Grant, 'The Galena Tanner.' For Vice-President, Henry Wilson, 'The Natick Shoemaker.'](https://propagandaarchive.org/collection/working-mans-banner-grant-1872/) (United States · 1872 · Plain folks, Transfer)
- [The Chappaqua farmer](https://propagandaarchive.org/collection/chappaqua-farmer-1872/) (United States · Jul 1872 · Plain folks, Glittering generalities)