During World War Two everyone had to economise.A lot of goods had to be purchased with ration coupons.
It was the same with copywriting.
Wanting to save letters of the alphabet that were vital for the war effort (something to do with code breaking at Bletchley Park we think), advertising copywriters around the Commonwealth unanimously agreed to be economical with letters, hence the subject of this advertisement known as Mrs D.
Not Mrs Davis, Dennis, Dolby, Darcy or Danvers, but a nice succinct Mrs D.
And she has real British lace curtains so she has every right to look smug. No that look is, according to the text, wisdom personified.
Well, we do admit, lace does look better than blackout curtains.
Ad from Picture Post magazine March 1940.
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