Copy for War

War changes all things. Last week even dull, staid British copywriters found, almost overnight, a whole new set of advertising appeals. Examples, new and revised :

> "Still a war of nerves . . . therefore a proper precaution to fortify the nervous system with Sanatogen Nerve Tonic Food."

> "Armour your larder with Armours Veribest Corned Beef."

> "Your first line of defence--strong nerves" (Ovaltine).

> "Forget it all and come to Butlin's" (holiday camps).

> "ARP air raid shelter available for Elizabeth Arden clients. . . . Rest is no longer assured but -[modern woman] must guard against tired nerves which bring new lines to her face."*

> "Here's a fashion for night air raid warning . . . zip-fastened, one-piece suit . . . expanding pocket will hold a torch and compact, first-aid case . . . gas mask container is waterproof" (Debenham & Freebody).

> "Ryvita Crispbread is being supplied in specially sealed tins, both airtight and gasproof."

> "Non-rusting plainly and permanently engraved identity discs, which can be worn near the body."

> "Please remember St. Dunstan's [hospital for blinded soldiers] in your will."

*For other advice to London women last week, see p. 36.

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