Rationing desire: Canadian sugar rationing in Second World War advertising

Abstract

Through a study of advertisements in the English Canadian press between 1939 and 1947, this thesis explores Canada’s Second World War sugar ration program. Canadian Second World War coupon rationing began with sugar, and Canadian advertisers referenced sugar rations regularly to sell a variety of consumer goods. This thesis argues that advertisers approached the subject of sugar rationing through eight advertising strategies throughout the Second World War and in the immediate postwar years. By portraying sugar and sugar rations in creative ways, advertisers were able to maintain relevancy and even increase sales in some circumstances.