What is it?
This is an advert for Bovril, the meat extract used to make gravy and drunk as a warming and strengthening beverage at the time of the First World War. The advert appeals to soldiers as an aid to staying healthy, fit and warm when on duty while also using their thoughts and writings to attest to the product’s value. The Gallipoli letter extract stating that ‘Bovril…made life endurable’ uses the horror of that campaign to stress the benefits a hot, comforting drink can bring.
Where was it published?
Printed in Fighting Australasia, the advert is one of many that found its way into this and other similar publications. Published in London in 1917, Fighting Australasia sought to act as a souvenir record about the contribution of the Australia and New Zealand Army Corps (ANZAC) to the conflict. The book is glossily produced and illustrated with many photographs of ANZAC soldiers.
- Full title:
- ‘Bovril gives strength to win’ from 'Fighting Australasia: a souvenir record of the imperishable story of the Australasian Forces in the Great War'
- Advertisement / Illustration
- Held by:
- British Library
- © © Bovril / Fighting Australasia
- General Reference Collection 9081.h.9
- Article by:
- David Clampin
Advertising and marketing historian David Clampin reveals how key propaganda messages were incorporated into commercial advertising for the Home Front and the battlefield, transforming consumer’s relationships with everyday goods.