WWII Patriotic Ads for St. Louis Businesses
Here is the center of the 1943 St. Louis Municipal Opera Program, with ads for local businesses starting with an ad for American Zinc, Lead, and Smelting Company stating how zinc was being used in WWII combat (since it was no longer available for civilian uses). Then, there’s a full page advertisement for George Steck Pianos (Aeolian Company of Missouri). A large 2 page illustrated tribute to World War Two soldiers from The Muny, with a business listing of patriotic businesses who have made this publicity possible. Finally, there’s an advertisement for C.R. Lupton & Sons Funeral Home on Delmar Boulevard.
The text in these pages, taken as a group, speaks of loss. From the page informing readers about the uses of zinc in WWII, to the moving tribute to soldiers “In the Center of the Stage”, to the funeral home advertisement… The piano advertisement in this context seems almost out of place.
Text transcripts of the zinc advertisement and WWII soldier tribute are below these scans:
Uses of Zinc in WWII
(from an ad for American Zinc, Lead, and Smelting Company)
ln brass (which is an alloy of copper and zinc) used in making cartridge cases for rifles, machine guns and held artillery, For making shell fuses and shell rotating bands which catch the rifling and spin the shell straight to the target. In bearings, Fire control instruments and other parts for guns, large and small.
FOR MECHANIZED UNITS:
In tanks, tank destroyers, armored cars, ambulances, “jeeps” For some of their most vital parts including carburetors and fuel pumps. In rubber tires which contain zinc oxide.
FOR THE AIR CORPS:
In the dies which are used to shape and build planes oI all types, into the construction of each pursuit plane, bomber and transport plane. In the flares which light their targets and in their bombs themselves.
FOR CHEMICAL WARFARE:
In the construction of smoke screen apparatus and even in the smoke itself. In flame throwers and in galvanized steel Iield laboratories and in many small items.
FOR THE MEDICAL CORPS:
In handles for operating instruments, in sterilizers, syringes, operating tables, x-ray machines and in a hundred other Items, including adhesive tape and ointments.
FOR THE SIGNAL CORPS:
In radio sets, radio tube shields and telephones.
FOR THE QUARTERMASTER CORPS:
In cartridge belts, cooking kits, galvanized cans, field ovens, haversacks and a hundred other items. In uniforms whose fast colors depend on zinc in the dye. In buttons, insignia and identification tags.
FOR THE CORPS OF ENGINEERS:
In power boats, portable bridges, copying cameras, compasses, cranes, light plants, map reproduction equipment, gas shovels, survey instruments, water purification and supply equipment, tools, drafting equipment, camouflage equipment, road graders, intrenching machinery.
FOR THE NAVY AND MERCHANT MARINE:
In propellers which must be made of a corrosion resisting bronze. In torpedoes, cartridge cases, gun mounts, and other items of arms and ammunition. In hundreds oI items which are galvanized to withstand corrosion and rust. In paint which contains zinc oxide.
The Electrolytic Zinc Plant of our subsidiary, American Zinc Company of Illinois. located at Monsanto, Illinois, has been awarded this symbol of excellence in the production of war materials by the Army and Navy.
WWII Soldier Tribute from the 1943 St. Louis Municipal Opera Program:
St. Louis loves its Opera as much in wartime as before. It is perhaps even more important to us now than in years gone by. But as much as we enjoy our local Opera we do not forget that it, like all else, now is subordinate to the one great national objective of success in the war. Our soldiers, our sailors and our marines are “front and center.” They get the longest and most enthusiastic curtain calls.
And they get first call on all our resources with which to put up their gallant fight. Willingly we go without the metals, the rubber, the silk, the aluminum and the other materials without which their cause would be hopeless.
Willingly, also, we buy war bonds with the money needed to finance their fight. Knowing their need we dig deep into our pockets for them. They are digging deep in the fox holes for us.
It was shortly after the last war that St. Louis established its Municipal opera. During that war we were first three times in the three Liberty Loan Drives of 1918. Now our Opera has attained the distinction of being truly “Alone In Its Greatness” and St. Louis still leads all other cities in its response to these wartime demands for funds.
We will preserve this great Municipal Opera for those who now fight to preserve America. We will buy and buy more war bonds as long as the need shall stand!
Contributions of the Following Patriotic Firms Have Made this Publicity Possible:
American Car & Foundry Company
Busch-Sulzer Bros. Diesel Engine Co., “E” Award
Day-Brite Lighting, Inc.
Ehrhardt Tool & Machine Co., “E” Award
Ely & Walker Dry Goods Co.
John Fabick Tractor Co.
General Engineering & Manufacturing Co.
Gereke-Allen Carton Company
Huttig Sash & Door Co.
International Shoe Co.
Lincoln Engineering Co., “E” Award
McDonnell Aircraft Corporation
Midwest Piping & Supply Co., Inc., “E” Award
Stanard-Tilton Division, Russell Miller Milling Co.
National Bearing Metals Corporation, Sunnen Products, “E” Award
United States Cartridge Co.
Omar Tools and Machine Co
Wagner Electric Corporation
Rice-Stix Dry Goods Co.
Western Cartridge Co.
St. Louis Public Service Co
Wm. Wurdack Electric Manufacturing Co.