
A Small Price to Pay: Consumer Culture on the Canadian Home Front, 1939-45
Graham Broad
We often picture life on the Canadian home front as a time of austerity, as a time when women went to work and men went to war. A Small Price to Pay, the first full-length study of consumer culture in wartime Canada, explodes this myth of home front sacrifice by bringing to light the contradictions of consumer society during the Second World War.
Wartime governments pressured Depression-weary citizens to save for the sake of the nation, but Canadians had money in their pockets after years of want, and the fantasy realm of advertisements promised them fresh groceries, glamorous movies, and new cars and appliances. Graham Broad reveals that our “greatest generation” was not impervious to temptation but rather embarked on one of the biggest spending booms in our nation’s history.
Cutting through the fog of patriotic enthusiasm, this richly illustrated book reveals that the consumer-spending boom of the 1950s and 1960s was not a “postwar” phenomenon after all.
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About Graham Broad
Reviews for A Small Price to Pay: Consumer Culture on the Canadian Home Front, 1939-45
Holly Doan
Blacklock's Reporter: Minding Ottawa's Business
I encourage neophytes and specialists alike interested in the Canadian home front to read this book. It should not be ignored for anyone interested in this topic.
Daniel German, Library and Archives Canada
Canadian Military History
Both books [Broad’s A Small Price to Pay as well as Food Will Win the War: The Politics, Culture, and Science of Food on Canada’s Home Front by Ian Mosby, UBC Press 2014] are much needed additions to the historiography of Canada’s Second World War Experience. Too often have the daily lives of those on the home front been overlooked in favour of the stories of the men and women who marched away in khaki. Those who remained behind – 90 percent of Canadians – also had their worlds fundamentally transformed by war, as these books demonstrate. Specialists will certainly appreciate these works, but both are accessible and appealing to a general audience as well.
Stacey J. Barker
BC Studies
A Small Price to Pay provides an excellent starting point from which to launch further explorations of the subject area … I encourage neophytes and specialists alike interested in the Canadian home front to read this book. It should not be ignored for anyone interested in the topic.
Daniel German, Library and Archives Canada
Canadian Military History Vol 26, Issue 2