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The following images are all taken from archives which have kept records of the thematizing and exploiting of the conditions of the Great War (and WWII) used by consumer-oriented companies, for soap, cigarettes, bicycles, alcohol.

 

Hospital Ward, Lifebuoy Soap and Disinfectant, Lever Brothers Limited.

Smith's Studio Cigarettes, an English and French soldier share a smoke, a "Lesson in English."

Gazelle Bicycles, a natty officer in blue goes airborne over a bomb crater.

Dewar's White Label Scotch, United Distillers, plc. Priorities must be served in the time of war.