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Thumbnail for 'Hearts are trumps'

(1) Front cover - Hearts are trumps [ID: 74527694]

This cover illustration shows a soldier, with his uniform and haversack, snuggled up with his pretty, blonde girl. They are surrounded by a huge love heart which is backed by leafy trees. The text along the bottom reads: 'Hearts are Trumps'. It cost one shilling to buy. The text on the inside of the page reads: 'This SUMMER NUMBER is made up of contributions from Sailors and Soldiers on Active Service. It is sold in aid of the funds for producing the ordinary weekly issue of "BLIGHTY" which is printed for our Fighting Forces only, and is sent out to them FREE. By purchasing this Number you help to provide amusing reading matter for our men in the Fleet and the Trenches.'

Thumbnail for 'Why have you ceased fire?'

(2) Page 4 - Why have you ceased fire? [ID: 74466470]

This cartoon, drawn by W. Smithson Broadhead, depicts three soldiers lying in grass while a fourth sits up and holds his head. A rather dapper looking officer with a cane stands over them in the foreground. They appear to be advancing on a farm cottage. The text reads: 'Officer (to Corporal in charge of musketry squad): "WHY HAVE YOU CEASED FIRE, CORPORAL?" / Corporal (tired but inspired): "WE'VE USED UP ALL THE IMAGINARY AMMUNITION, SIR." / Officer: "WELL, CARRY ON - IMAGINARY MULES HAVE BROUGHT UP MORE IMAGINARY AMMUNITION".'

Illustrator: Broadhead, W. Smithson, 1888-1960

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(3) Page 6 - Secret intelligence [ID: 74465166]

This drawing, by Private Herbert Hyde, Marfa Hospital, Malta, is quite arresting in its simplicity. With a few solid lines, he has conveyed this couple's intimacy, body language and posture. There is a pun on propaganda warnings against loose talk in public and the threat of double agents.

Illustrator: Hyde, Herbert, Private

Thumbnail for 'So you've got a fortnight's leave'

(4) Page 11 - So you've got a fortnight's leave [ID: 74465344]

By Frank Styche. A well-dressed lady is standing wrapped in furs on a beach. She is chatting to a dapper-looking soldier. There is the impression of a beach in the background. The text reads: SO YOU'VE GOT A FORTNIGHT'S LEAVE? YA-AS. THE DOCTOR SAID I MUST GIVE MY BRAIN A COMPLETE REST, SO I'VE COME DOWN TO SEE YOU.

Illustrator: Styche, Frederick

Thumbnail for 'Got any tea?'

(5) Page 14 - Got any tea? [ID: 74462323]

By Gunner W.A. Calman [or Carman?], R.G.A., this cartoon shows two soldiers in a grocer's shop. One of them is digging in his pocket, presumably for change, whilst the grocer looks on, quite unenthusiastic and dejected. The text reads: '"GOT ANY TEA?" -- "NO." / "SUGAR?" -- "NO." / "BUTTER?" -- "NO." / His Friend: "COME ON, BILL - WE'VE STRUCK A DIVISIONAL CANTEEN."' This cartoon highlights the fact the shortages and rationing were not just encountered at the Front but all over the territories involved in the war effort. It also illustrates the fact that soldiers thought it would be different and better when they got home, but this wasn't the case.

Illustrator: Carman, W. A.

Thumbnail for 'Miss America advances : she celebrates the arrival of the Wilson boys'

(6) Page 15 - Miss America advances : she celebrates the arrival of the Wilson boys [ID: 74458429]

Advertisement for 'DeReszke Cigarettes'. This advertisement for American CIGARETTES shows 'Miss America' seated at a table with members of the allied forces. Everyone present at the table raises their glass for a toast. The caption reads: 'Miss America Advances / She Celebrates The Arrival of The Wilson Boys / "Here's to Old Glory, Miss America - and to the Huskies who are fighting under it in France." / "Thank you, dear boys. We've come right into the game with you, now, haven't we? Fritz will learn a thing or two when he comes up against Uncle Sam's Best!"' Wilson refers to Woodrow Wilson, the American President, and Fritz was a name used for the Germans. This is a good example of an advertiser using pro-war sentiments to sell their product. This marketing ploy flourished during the war years. By associating their cigarettes with patriotism, manufacturers hoped to encourage people to buy their product. America remained neutral through most of the war, not declaring war on Germany until April 1917.

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(7) Page 17 - You a bugler? [ID: 74466455]

Cartoon by Tom Cottrell. This sketchily drawn yet eloquent cartoon depicts a parade ground of soldiers, all lined up. With his back to the viewer, a huge bull-dog of a Commanding Officer is jabbing the air with his stick. The soldier in front of him is just as big, but is portrayed as quaking a little. The text reads: 'New O.C. (who has been stirring things up and wants a new bugler, to dilapidated man who shuffles forward uneasily): "WHAT! YOU A BUGLER?" Dilapidated One (after deadly silence): "OH, A BUGLER? I THOUGHT, SIR, YER SAID A BURGLAR".' Buglers added the finishing touches to a polished parade ground display and were highly sought after. The main point though is about the system for recruiting soldiers and the type of men who gained admittance to the ranks.

Illustrator: Cottrell, Tom, 1890-1969

Thumbnail for 'Any complaints?'

(8) Page 19 - Any complaints? [ID: 74458629]

Cartoon by Lieutenant J. Wise . A group of officers are addressing an older soldier. In the background there is a long row of canteen tables, full of soldiers engrossed in their dinner. The text reads: O.O.:"ANY COMPLAINTS?" Private Brown: "YESSIR. PTE SMITH WILL KEEP 'UMMING AT DINNER TIME." O.O.: "I AM ASKING IF THERE ARE ANY COMPLAINTS ABOUT THE FOOD." Private Brown: "YESSIR. THAT'S 'UMMING A BIT TOO".

Illustrator: Wise, J., Lieutenant

Thumbnail for 'What a thirst, and what a quencher'

(9) Page 21 - What a thirst, and what a quencher [ID: 74458433]

This advertisement for 'Freemans Glass Lemon', 'made in DELECTALAND' by The Watford MFG Co. Ltd, features a soldier raising a glass of 'this jolly good drink'. The caption reads: 'What a thirst & what a quencher'. Glass Lemon was a concentrated powder which could be added to water to produce a refreshing drink. A note has been added in this advertisement stating that 'ALL this season's supplies are reserved for the troops'. Many different products were requisitioned by the authorities for those fighting overseas, and restrictions were placed on the use of certain raw materials in the manufacturing process. In another advertisement in this edition of 'Blighty', the manufacturers of Cherry Blossom boot polish warned their customers of dwindling stocks due to such restrictions.

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(10) Page 23 - Mixed [ID: 74463456]

The Scottish soldier in this cartoon, by H. Mallalieu, passes the time of day with a woman working in a canteen. The caption reads: 'Canteen Lady: "DO YOU THINK WE SHALL BEAT THE GERMANS THIS YEAR?" / Brawny Scot: "J'N' DINNA KEN PAS."' His reply is a humorous hybrid of Scots and French. Many soldiers and sailors on active service submitted cartoons, stories or poems to 'Blighty' magazine. This particular edition was devoted to such contributions. Sadly, unlike the professional cartoonists of the day, this important group of talented amateurs has largely gone unrecorded.

Illustrator: Mallalieu, H.

Thumbnail for 'Wot sort of a place is this?'

(11) Page 25 - Wot sort of a place is this? [ID: 74466501]

Cartoon by Horace Gaffron. This cartoon shows a wounded British soldier arriving at a Scottish railway station. He has just disembarked from a Red Cross train and is talking to a porter. A nurse and a number of other wounded soldiers are also on the platform. The caption reads: 'Wounded Tommy (just arrived at Scottish station): "WOT SORT OF A PLACE IS THIS?" / Porter: "OH, NO SAE BAD." - " 'AM AN' EGGS FOR BREAKFAST REGULAR?" / "NA, NA! PARRIDGE AND MILK TO MAK YE BIG AN' STRONG." / "WELL, IT DON'T SEEM TO 'AVE DONE YOU JUSTICE, ANY'OW."'

Illustrator: Gaffron, Horace

Thumbnail for 'Now, where have I seen your face before?'

(12) Page 26 - Now, where have I seen your face before? [ID: 74466463]

Cartoon by Hutton Mitchell. The woman in this cartoon is visiting a wounded man in hospital whose face is completely bandaged up. The caption reads: 'Unnecessary Old Idiot: "NOW, where HAVE I SEEN YOUR FACE BEFORE?" This is possibly a reference to do-gooders who could never really understand what the men had been through.

Illustrator: Mitchell, Hutton

Thumbnail for 'Little manoeuvre'

(13) Page 28 - Little manoeuvre [ID: 74458094]

Cartoon by Sergeant-Instructor F. Beauvais. This charts the trials and tribulations of a tank instructor. Drawn by Sergeant-Instructor Beauvais, it is probably a fairly accurate representation of an initial training session. The caption reads: 'MUD - NOISE - AND A BEGINNER INSIDE. SOME IDEA OF THE TROUBLES OF A TANK INSTRUCTOR.' Tanks were developed and introduced by the British and French during World War I. They were first used at the Battle of the Somme on 15 September 1916, where they became bogged-down in the thick mud. Whilst initially unwieldy and unreliable, with refinements to the design, they were being used effectively as an offensive weapon by 1917.

Illustrator: Beauvais, F.

Thumbnail for 'How far is it to the sugar factory, mate?'

(14) Page 32 - How far is it to the sugar factory, mate? [ID: 74462553]

By Lieutenant-Corporal R. Birrell. This cartoon shows a strapping young soldier talking to an undernourished comrade positioned at a guard post. The difference in stature is marked. The accompanying caption reads: '"HOW FAR IS IT TO THE SUGAR FACTORY, MATE?" / "ABOUT FIVE MILES; BUT A BIG FELLOW LIKE YOU SHOULD DO IT IN THREE."' Lieutenant-Corporal R. Birrell of the Highland Light Infantry was one of many men stationed at the Front who contributed material to 'Blighty'. Whilst this particular edition was devoted to contributions from those on active service, each weekly issue contained pages direct 'From the Fleet and the Trenches'. The humorous situations depicted in cartoons such as this one would have struck a chord with most men at the Front.

Illustrator: Birrell, R.

Thumbnail for 'Au revoir with a parting gift'

(15) Page 33 - Au revoir with a parting gift [ID: 74458446]

Advertisement for the 'Ideal Fountain Pen' . In this advertisement, 'WATERMAN'S Ideal Fountain Pen' is marketed as 'An "Au Revoir" with a "Parting Gift"'. Pictured on the left is a soldier writing a letter with his trusty fountain pen. It is suggested that the pen is the ideal present for someone on active service, and will ensure that 'Whenever he gets the opportunity to write he will have the means at hand to do so'. The company advertising was called L.G. Sloan Ltd, and they were based at 'The Pen Corner', Kingsway, London.

Thumbnail for 'At the garden party'

(16) Page 34 - At the garden party [ID: 74458424]

Advertisement for 'Cherry Blossom Boot Polish'. The cartoon featured on this advertisement shows two uniformed men positioned outside a tent. Visible in the tent are a pair of shiny women's shoes. The accompanying caption reads: 'AT THE GARDEN PARTY / "I say, old chap, Lady Blank has something awfully bright and jolly on foot in her tent!" / "What is it?" / "Why, CHERRY BLOSSOM BOOT POLISH, of course!" A note has been included by the advertiser warning of a supply shortage due to Government restrictions placed on certain raw materials used in the manufacturing process. People were encouraged to use the polish sparingly, 'remembering that a little goes a long way'. With the heavy demand placed on raw materials by the war effort, notices such as this were a common occurrence.

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(17) Page 35 - London love-lass [ID: 74465871]

This poem entitled 'The London Love-Lass', by Lieutenant H.R. Gresham, begins: 'Dear London love-lass why bestow / Your glance where none may see / As all in lavender you go / Beside the lilac tree? / Stay, stay and turn your beaming smile / For sunshine on the air, / Me, can you wantonly beguile / And leave to dark despair.' The poem is placed within a decorative border that includes the skyline of London and a silhouette of men going over-the-top. The illustrations within the border show a soldier leaving his beloved at the gates of a house called 'Lilac Villa'. Much of the material contributed by soldiers and sailors to 'Blighty' magazine was light-hearted and humorous. Here, Lieutenant H.R. Gresham of the 5th Canadians has chosen to express himself in a different way.

Artist: Gresham, H. R.

Thumbnail for 'Hi, you there, you're holding your bayonet wrong way about'

(18) Page 38 - Hi, you there, you're holding your bayonet wrong way about [ID: 74466512]

Cartoon by Lieutenant-Corporal L. Mosley. This cartoon shows a training officer bearing down on one rather confused trainee. The caption reads: 'Training Officer: "HI! YOU THERE - YOU'RE HOLDING YOUR BAYONET WRONG WAY ABOUT." / Recruit: "THAT'S A-PUPPOSE TO CHEAT THE ENEMY, ZUR."' The cartoonist was sadly killed in action : a note has been included after his name. The material for this special summer edition of 'Blighty' was contributed by men on active service. The normal weekly issue of 'Blighty', however, also included at least two pages of contributions from men at the Front, entitled 'From the Fleet and the Trenches'.

Illustrator: Mosley, L.

Thumbnail for 'With the Jericho Jocks'

(19) Page 40 - With the Jericho Jocks [ID: 74589478]

'With the Jericho Jocks' by Private J. Brooks. These four cartoons humorously chart the movements of one particular Scottish soldier, or 'Jock'. In the first, he is lying along the ground in the rain and mud, with a very large drip hanging off his nose. Positoned at 'THE OBSERVATION POST', he looks straight ahead and is totally oblivious to the large shells hurtling past. He is then seen during 'THE RECONNAISSANCE' and 'THE STUNT'. In the final cartoon, 'A BASIN-FULL', he suffers a blow to the head. The cartoons shown are the first four in a sequence of eight that were included in this edition of 'Blighty'. The last four show the wounded 'Jock' being stretchered to the nearest field hospital. The cartoon was drawn by Private J. Brooks of the 2nd London Scottish Regiment. The name of the regiment suggests that is was formed from Scottish soldiers enlisting in London. It is very likely, therefore, that Brooks himself was a Scot.

Illustrator: Brooks, J., Private

Thumbnail for 'With the Jericho Jocks, cont.'

(20) Page 41 - With the Jericho Jocks, cont. [ID: 74589480]

'Jericho Jocks' by Private J. Brooks. Last four of a series of eight cartoons. These cartoons comically follow the adventures of one wounded 'Jock' being taken to a field hospital. In the first he is looking rather confused as two men struggle to carry him on a stretcher. He is then seen going towards 'THE OPERATING THEATRE', where he will have 'A FRONT SEAT AT THE PICTURES'. In the theatre he is injected with a very large and very sore-looking 'ANTI-TETANUS INOCULATION'. The final cartoon is entitled the 'GRAND CLIMAX' and shows the soldier in bed being offered something to eat by a nurse. These cartoons are the last four in a sequence of eight that were included in this edition of 'Blighty'. The first four show the events leading up to the 'Jock' being wounded. The cartoonist responsible, Private J. Brooks, was a member of the 2nd London Scottish Regiment. This special summer edition of 'Blighty' was made up of contributions from soldiers and sailors on active service.

Illustrator: Brooks, J., Private

Thumbnail for 'Discomfortable experiences of an un-Pelman person'

(21) Page 43 - Discomfortable experiences of an un-Pelman person [ID: 74461955]

One soldier is being castigated by his drill sergeant for being too slow in this cartoon. ''BOUT TURN, . . . HI, YOU BLITHERING BEAUTY-SPOT, WAKE UP! COMPANY, AS YOU WERE'. As the soldier tries to keep up it all goes horribly wrong, with him turning himself into an 'ASS' and the sergeant becoming more irate. The caption at the bottom of the page reads: 'DISCOMFORTABLE EXPERIENCES OF AN UN-PELMAN PERSON. / THE HORRIBLE REALISATION THAT HE HAS MADE AN ASS OF HIMSELF AGAIN. / IF HE HAD ONLY PELMANISED!!!' Also included in this edition of 'Blighty' was an article explaining Pelmanism, in which the Pelman Institute claimed that 'between 30,000 and 40,000 Officers and Men of the Navy, Army, and Air Service - as well as many thousands of business and Professional men and women - are now busily training their minds and keeping themselves mentally fit and alert by means of Pelmanism'. By practising the mental exercises, followers of Pelmanism could, according to the Institute, increase their alertness, decisiveness and initiative whilst eliminating forgetfulness, mental apathy and a lack of self-confidence.

Thumbnail for 'Like a loaf of bread to a starving man'

(22) Page 45 - Like a loaf of bread to a starving man [ID: 74458454]

Advertisement for 'Zam-Buk' . According to this advertisement, the vegetable-based Zam-Buk, which was also known as 'THE MAGIC HEALER', had 'unique curative and germicidal properties' and was 'unaffected by weather or age'. It claimed to remedy many ailments, including sores, piles, eczema, rheumatism, sore heads and chapped hands. A member of the 'original Expeditionary Force' is quoted as saying it was 'Like a Loaf of Bread to a Starving Man'. The war was used by many advertisers to sell a whole range of products. The intention was to make people feel that by buying a particular product and sending it to the Front, they were 'doing their bit' for the war effort. Tapping into people's feelings of patriotism at this time proved to be a very clever and effective marketing ploy.

Thumbnail for 'Do you know who you're talking to, my man?'

(23) Page 46 - Do you know who you're talking to, my man? [ID: 74465405]

Cartoon by Gunner R.J. Walsh. This cartoon shows a rather red-faced staff officer sitting at his desk, shouting down the telephone at an army telephonist who looks remarkably unconcerned. The caption reads: 'Staff Officer (to Yankee Telephonist who has got on his nerves): "DO YOU KNOW WHO YOU'RE TALKING TO, MY MAN?" / Y.T. (cheerfully): "NOPE! THIS IS A TELEPHONE - NORRA 'SCOPE."' This special summer edition of 'Blighty' was made up of contributions from soldiers and sailors on active service. A similar edition was also brought out for Christmas. Throughout the year, however, 'Blighty' made a weekly appearance and usually included at least two pages of contributions from servicemen.

Illustrator: Walsh, R.J., gunner

Thumbnail for 'Boots that are brightest'

(24) Page 47 - Boots that are brightest [ID: 74458422]

Advertisement for 'Boot Polish'. This advertisement for 'DAY & MARTIN'S Boot Polish' includes one bar of a melody entitled 'SCENES THAT ARE BRIGHTEST'. The words are: 'Boots that are brightest / are Polished with DAY'S & MARTIN'S.' A 'golliwog' holds the sheet of music and sings. In today's society a great deal of controversy surrounds the 'golliwog'. At the time this advertisement appeared, however, few people would have questioned it. Many companies at this time used the war to try and boost their sales. This particular advertisement suggests that those wishing to buy the product might have some difficulty finding a stockist who has any left. The reason being that millions of tins have been sent to the Front. This marketing ploy played on feelings of patriotism and comradeship. No matter how tenuous the link, people desperately wanted to feel closer to the men at the Front.

Thumbnail for 'Genuine wickless Swedish oil stoves'

(25) Page 47 - Genuine wickless Swedish oil stoves [ID: 74458452]

Advertisement for 'Wickless Oil Stoves'. This advertisement for 'GAMAGES / SPECIAL LINE / GENUINE SWEDISH WICKLESS OIL STOVES' includes an illustration of a stove with four burners. There were apparently two further models, one with six burners and also one with eight. It was recommended for use in field hospitals and camps and was promoted as, 'The most acceptable present you could send to any Regiment or Field Hospital at the Front'. Gamages were based in Holborn, London. It is interesting that Gamages' target audience were those with friends or loved ones at the Front. The hope was that people would buy the stoves and send them over to be used in the trenches, camps and field hospitals. The reality was that this item would have been very precious to those at the Front. With serious shortages of even the most basic supplies and equipment throughout the war, such luxuries were extremely scarce.

Thumbnail for 'When the old 'bus begins one of her stunts I fly to Army Club'

(26) Back cover - When the old 'bus begins one of her stunts I fly to Army Club [ID: 74458423]

Advertisement for 'Cavanders' Army Club Cigarettes' by Will Owen. This advertisement for '"Cavanders' ARMY CLUB" CIGARETTES' features a cartoon of a stylishly dressed woman and a uniformed man. Whilst the caricatured officer is removing a cigarette from its case, he leers through his monocle at his female companion. It sends the message that if you smoke these cigarettes, you too could be in the company of a beautiful woman. The caption reads: 'ARCHIE: "When the old 'bus begins one of her stunts I fly to Army Club" / DOLLY: "Where is this Army Club you boys are always talking about?" / ARCHIE: "My priceless old thing, it isn't a place; it's It - THE ONLY CIGARETTE! Try one."' The Cartoonist Will Owen is perhaps best remembered for creating the ragamuffin children fondly known as the 'Bisto Kids'. They first appeared just after the end of World War I and were an immediate hit with the general public. Brought up in Malta, Owen studied at the Lambeth School of Art and eventually became an illustrator for 'Punch' magazine.

Illustrator: Owen, Will, 1869-