An ad that appeared in the Aug. 20, 1945, issue of TIME. Plastics from the chemical company Monsanto are sold to G.I.s for the "decade after Victory, [when] your 'Castles in the Air' will become Homes in America."TIME / Monsanto
An ad that appeared in the Aug. 20, 1945, issue of TIME. Plastics from the chemical company Monsanto are sold to G.I.s f
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TIME / Monsanto
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See 19 Vintage Magazine Ads That Capitalized on the End of World War II

Aug 14, 2015

The Japanese surrender in World War II—which was promised on Aug. 14-15, 1945—ushered in a period of national upheaval in America. The nation's major companies were eager to capitalize on the changed mood. As these ads that ran in TIME during those weeks show, everyone from office-supply companies to cigarette makers tried to use the news to tailor their pitches. They appealed to veterans looking for new stability, to housewives who had kept the home fires burning, or to businesses starting the process of converting back to a peacetime economy.

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See Photos of Vintage Coca-Cola Signs from New York City to Bangkok

Coca-Cola signs at a roadside store marked "For Colored," 1938.Margaret Bourke-White—The LIFE Picture Collection/Getty Images
HEAT WAVE
A Frenchman considers Coke's allure in 1950.
A Coke truck makes its rounds in 1950 France.
Coca-Cola is on sale at Jimmie's Trailer Camp on U.S. 1, outside Washington, D.C., in 1938.
A French Coca-Cola truck pauses on its route in 1950.
A Coca-Cola road sign beckons on the Autobahn between Munich and Salzberg, Germany, 1947.
Coca-Cola throws shoulders for a space among competing brands in 1938.
A Thai billboard makes a suggestion in 1950.
Summer Days on Cape Cod, 1946
A drugstore boasts both Cokes for sale and the name of the then-first lady in Puerto Rico in 1943.
Boy selling Coca Cola from roadside stand., 1936
Coca-Cola signs at a roadside store marked "For Colored," 1938.
Margaret Bourke-White—The LIFE Picture Collection/Getty Imag
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