![This Fight Is a Family Affair! [1], 1939 US advertisement: A magazine advertisement under the headline 'This Fight](../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
- Date
- 1939
- Period
- Second World War
- Made by
- General Electric Company (private advertiser); magazine page, publisher not shown
- Region
- North America
- Country
- United States
- Medium
- Advertisement
- Issuer type
- Corporation
- Regime
- Roosevelt Administration
- Leader
- Franklin D. Roosevelt
- Audience
- Domestic public
- Purpose
- Mobilize or secure compliance
- Themes
- Home front, Economy and finance
- Event
- World War II
- Regime
- Roosevelt administration
- Leader
- Franklin D. Roosevelt
- Source
- Identified Openly sourced: the speaker is who they say they are
- Source
- U.S. National Archives and Records Administration, Record Group 44, World War II Foreign Posters, retrieved October 3, 2026
- Rights
- Held by NARA, Unrestricted; hosted by owner decision
General Electric Company advertisement. National Archives and Records Administration, 44-PF-877c.
Text on the object
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
