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Americans All! the Role of Advertising in Re-Imaging Ethnicity in America: the Case of the War Advertising Council, 1939-1945

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Americans All! the Role of Advertising in Re-Imaging Ethnicity in America: the Case of the War Advertising Council, 1939-1945 AMERICANS ALL! THE ROLE OF ADVERTISING IN RE-IMAGING ETHNICITY IN AMERICA: THE CASE OF THE WAR ADVERTISING COUNCIL, 1939-1945 by Jacqueline S. May A Dissertation Submitted to the Faculty of The Dorothy F. Schmidt College of Arts and Letters in Partial Fulfillment of the Requirements for the Degree of Doctor of Philosophy Florida Atlantic University Boca Raton, Florida May 2014 ACKNOWLEDGEMENTS I would like to thank several people who were instrumental in the completion of my dissertation. First, Dr. Fred Fejes, my committee chair, for his encouragement and for always being available (in the most interesting of places). I also thank my committee members: Dr. Henry M. Abramson for his sincere interest in my scholarship, for motivating me, and for many meaningful collaborations and opportunities over the years; Dr. Michael Harris provided valuable insight into my research and helped keep me on track and; I thank Dr. Clevis Headley for inspiring me to expand my exploration of diversity and for always having an open door. For their varied roles in my academic pursuits I thank Dr. Kenneth Keaton for being my guide to the academy; Dr. Anthony Julian Tamburri for his support and humor; Dr. Sandra Norman for always expressing an interest and keeping me going; Stefanie Gapinski for her knowledge, patience and kindness; My Comparative Studies colleagues for being a wonderful (and entertaining) source of support. For their enthusiasm and providing access to their respective collections I thank Kim Bergen, Marianne Lamonaca and Dr. Francis X. Luca of the Wolfsonian-Florida International University; Barbara Natanson of the Library of Congress Prints and, Photographs Division; and Lindsay Gilroy of the Advertising Council Archives. Over the years several colleagues encouraged my professional and academic interests which ultimately lead to this project. I thank Mitchell Wolfson, Jr. for iii introducing me to the world of decorative and propaganda arts and sharing his vision, passion and unique insight. I thank my Wolfsonian family for their encouragement to continue my education particularly Lea Nickless (LYAEAY), Silvia Barisione, David Burnhauser, Naomi Honig, Wendy Kaplan, Richard Miltner, and Dr. Joel M. Hoffman. While a member of the Vizcaya family Dr. Hoffman continued to cheer me on, and the support of Liza Solomon, Ian Simpkins, Victor Rodriguez, Mario Lazo, and that of Remko Jansonius, who just can’t seem to ever escape me, was incredibly motivating. For always being available to provide another pair of eyes, a compassionate ear and valuable feedback I thank Mark Dacy, Denise Dorman, Anne Faivus, Christopher W.H. Fulton, Dr. Carolyn Gallaher, Dr. Jamie Johnson, Dr. Jeff Jones, Dr. Noemi Marin, Dr. David Miller, Kenneth Rapkin, Dr. Marc Rhorer, Shereen Siddiqui, Bob Weinberg, Gianfranco Verrecchia, Gail Vorsas, and a special thanks to David Vorsas for his woodworking skills. Also, the journey would not have been possible, nor remotely as enjoyable, without my esteemed PFN colleagues providing support and laughter along the way. Finally, I wish to thank my family. A very special thanks to my sisters-in-spirit Andrea “Are you there? I’m here!” Gollin, Laurie Chane, Laura Dougan Valdez and Sara Jane Santiso. My sincerest gratitude to my parents Ilene and Richard May for instilling in me a love of reading (starting with our nightly ritual of the alphabet board) and for always encouraging me to ask questions. My Great Uncle William Zisa for sharing our family history and his memories that became the spark that ignited this project. Thomas Harrington O’Connor for your unconditional love, support and always keeping the boat steady when the waters got rough. iv ABSTRACT Author: Jacqueline S. May Title: Americans All! The Role of Advertising in Re-Imaging Ethnicity in America: The Case of the War Advertising Council, 1939-1945 Institution: Florida Atlantic University Dissertation Advisor: Dr. Fred Fejes Degree: Doctor of Philosophy Year: 2014 Throughout America’s history the call for laborers has been filled by influxes of immigrants. Coinciding with the arrival of the first non-Anglo Saxon immigrants were negative attitudes about them, as they were deemed inferior and classified as lower- ranking “others” by the dominant culture that needed them. Thus, the cycle of need and resentment was born to be repeated throughout the Nation’s history. In the first half of the twentieth century a shift occurred in American public perception of, and attitudes towards, immigrant groups including eastern European Jews, Italians and the Irish among others. This shift was marked primarily in terms of race: Some immigrants went from being considered black to white -- from illegitimate to legitimate by the dominant culture. One reason for the increased acceptance of these ethnic groups was a concerted campaign sponsored by the United States Government to promote an extended identity to groups that had previously been excluded from the v mainstream. In particular, the goal was to create a sense of nationalism, or “Americanism,” among diasporic immigrant groups, thus encouraging their participation in the war effort. The result of such campaigns was a re-imaging of ethnic groups previously classified as non-white and a path to perceived whiteness, and thus inclusion, for them. These campaigns, formulated by the Office of War Information and executed largely by the War Advertising Council, led to a marked increase in acceptance for immigrant groups by the dominant culture. By examining social messages through visual cultural artifacts this study explores notions about race, ethnicity, whiteness and the role of communication theory and practices in constructing (imaging) an identity of otherness.” This study delineates the historical formation and subsequent partial de-construction (re-imaging) of negative depictions and some stereotypes of ethnic Americans. This research explores the sources of these attitudes and behaviors and how misconceptions, misrepresentations and centuries-old stereotypes of non-Anglo ethnic Americans have been fluid through changing social perceptions fueled, in part, by government interventions. vi DEDICATION This manuscript is dedicated to my Gans, Maggio, Telchin, and Zisa ancestors who left the Old World so that their descendants might flourish in the New World. AMERICANS ALL! THE ROLE OF ADVERTISING IN RE-IMAGING ETHNICITY IN AMERICA: THE CASE OF THE WAR ADVERTISING COUNCIL, 1939-1945 LIST OF TABLES .............................................................................................................. x LIST OF FIGURES ........................................................................................................... xi INTRODUCTION .............................................................................................................. 1 CHAPTER ONE. PULLING IN THE LADDER: AN HISTORICAL SUMMARY OF UNITED STATES IMMIGRATION POLICY AND REACTION ................................... 8 The Colonial Era – 1607 through 1786 ................................................................. 10 The Post-Revolutionary Era – 1787 through 1819 ............................................... 11 First Great Wave - Tension and Reaction – 1820 through 1879 .......................... 13 The Second Great Wave – The Door Ajar – 1880 through 1905 ........................ 22 Restrictions (Phase I) - The Melting Pot Boils – 1906 through 1910 ................... 30 The Voice(s) of the People(s) ............................................................................... 33 Restrictions (Phase II) – The Melting Pot Simmers - 1911 through 1920 ............ 41 Restrictions (Phase III) – The Door Closes – 1921 through 1929 ........................ 47 Immigration Legislation: The Quota Acts ............................................................ 51 The Tides Begin to Turn - Immigrant Reformation - 1930 through 1939 ............ 55 CHAPTER TWO. BLACKNESS OF ANOTHER COLOR: WHITENESS, RACE, AND ETHNICITY ............................................................................................................ 61 Race versus Ethnicity ............................................................................................ 63 Us Versus Them: Cultural Pluralism Versus Anti-Pluralism ............................... 66 vii White Like Who? Breaking or Making the Mold ................................................. 68 Whiteness as Center .............................................................................................. 68 The Emergence of Whiteness ............................................................................... 69 Pale by Comparison: American Non-White Ethnics ............................................ 74 The Jewish Question: Race or Ethnicity? ................................................. 74 Italians in America: The Southern Question, Redux ................................ 75 The Eastern Question: The Yellow Peril .................................................. 80 The Black Irish: Afro Celtic Links ........................................................... 86 Whiteness of Another Color ..................................................................... 90 CHAPTER THREE. THE ARTS OF PERSUASION AND IN/RE-FORMING ............. 94 Communicating to the Masses .............................................................................. 94 Approaches to Understanding Mass Communication ........................................... 99 The Process of Communication .........................................................................
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