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Thumbnail for 'Whole of the profits are devoted to King George's Fund For Sailors'

(1) Front cover - Whole of the profits are devoted to King George's Fund For Sailors [ID: 74461234]

Cover illustration by W. Smithson Broadhead. The painting seems to depict Neptune, Roman God of the sea, holding a copy of 'Sea-Pie', while a pretty mermaid reads it over his shoulder. Neptune's trident is adorned with streamers in the colours of the Union Jack. Covers of 'Sea-Pie' typically featured an attractive woman or something on a nautical theme, and in this case the cover combines the two conventions. The artist, W. Smithson Broadhead, was a successful commercial illustrator whose other work included railway posters. The proceeds from this edition of 'Sea-Pie' were donated to King George's Fund for Sailors (KGFS). KGFS was founded in March 1917, its main object to provide help, comfort and relief for seafarers and their dependants through the establishment of a central fund. The fund is still in operation today.

Artist: Broadhead, W. Smithson, 1888-1960

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(2) Page 14 - Pleasant Road to Convalescence [ID: 74458420]

Advertisement for Avon Tyres. This advertisement pictures a woman driving a motorcycle with a soldier as her passenger in the sidecar. The text begins: 'The Pleasant Road to Convalescence / Nothing helps more speedly the complete restoration of the boys' health than a jolly jaunt through the lanes and roads of the old country - and where the surface is rough the resiliency of Avon Tyres ensures smooth travelling and a perfect outing.' Avon tyres were just one of many companies to use the heroic status of Britain's servicemen as a theme for their advertisements. This example is interesting in that it suggests the extent to which women were being encouraged to play an active role in the rehabilitation of their partners from the effects of war. The statements made by Avon tyres appear naïve in retrospect: it unlikely that many ex-servicemen were 'completely restored' by a motorcycle ride.

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(3) Page 15 - 1918 Burberry [ID: 74458445]

Advertisement for 'The 1918 Burberry'. This advertisement is dominated by a sketch of an army officer wearing the '1918 Burberry' and standing by a field gun. The text begins: 'The 1918 Burberry / A New Service Weatherproof combines to perfection the most distinctive qualities of a Burberry safeguard - double protection over vital areas, resistance to wet and cold, lightweight, self-ventilation and durability'. Burberry's advertisement seems to address men from the armed forces, but it is likely that it was equally targeted at civilians for whom servicemen had acquired heroic status. Military wear probably had a certain chic amongst those who did not have to wear it as army issue in the line of duty. At the foot of the page the advertsiement carries the ultimate endorsement: As supplied, in Khaki, to His Majesty the King.

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(4) Page 46 - Triplex Safety Glass. [ID: 74458451]

Advertisement for Triplex Safety Glass. This advertisement shows battleships and bombers silhouetted against a sky swept with searchlights. The text begins: 'Just as the British fleet safeguards our shores, so 'Triplex' Safety Glass is daily protecting and saving the lives of Airmen, Despatch Riders and others in the firing line. 'Triplex' is essential for Goggles, Windscreens, Windows, Aircraft, Observation Panels, Ships' Portholes, Bridge Screens, Chart Tables, etc.' Towards the end of World War I British companies were beginning to realise and exploit the heroic status of servicemen in their advertisements. Soldiers, sailors and pilots were used to sell everything from whisky to gramaphones. In this example, the specific association of the product with the armed forces is less tenuous than in other cases: safety glass would have been vital for wartime manufacturing.

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(5) Page 64 - And you really sank a submarine [ID: 74458579]

This cartoon shows an elegant woman addressing two sailors on shore-leave. The caption reads: ' "AND YOU REALLY SANK A SUBMARINE LAST WEEK? DID YOU FIRE A SHELL AT IT?" / "NO, LIDY, BILL 'ERE WENT TO THE SIDE AND 'AD A LOOK AT IT."' Tom Cottrell, who drew this cartoon, is a less well known war cartoonist than his contemporaries, Bert Thomas, Bertram Prance and Lawson Wood. Nevertheless, like these artists, Cottrell was a contributor not only to 'Sea-Pie' but also to 'Punch', the hugely famous and successful satirical magazine that ran from 1841 until 2002.

Illustrator: Cottrell, Tom, 1890-1969

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(6) Page 68 - Mirth-maker in chief to the Navy & Army [ID: 74458427]

Advertisement for Decca portable gramophones. This advertisement depicts a gramophone, a happy soldier and a happy sailor, and its text begins: '"Mirth-Maker in Chief to the Navy & Army"/Away out in the North Sea, yonder in the Trenches, in Camps and in Hospitals without number, a vast army of Deccas is providing mirth and music for ever-vaster armies of listeners.' British servicemen had assumed the status of heroes in Britain during the course of World War I, and this was reflected in the use of references to the armed forces to sell a huge variety of products. In retrospect, knowing the terrible conditions so many soldiers endured, the jolly portait painted of military service in this advert seems in rather bad taste. However, at the time the government was determined to keep morale high by painting as optimistic a picture of the war as possible. Advertisements like this were not out of keeping with the positive propaganda campaign.