Honorable Mention, 2016 Lyman Awards, presented by the North American Society for Oceanic History

This book is a thrillingly-written story of naval planes, boats, and submarines during World War I.

When the U.S. entered World War I in April 1917, America’s sailors were immediately forced to engage in the utterly new realm of anti-submarine warfare waged on, below and above the seas by a variety of small ships and the new technology of airpower. The U.S. Navy substantially contributed to the safe trans-Atlantic passage of a two million man Army that decisively turned the tide of battle on the Western Front even as its battleship division helped the Royal Navy dominate the North Sea. Thoroughly professionalized, the Navy of 1917–18 laid the foundations for victory at sea twenty-five years later.

During World War II, U.S. businesses devised marketing strategies that encouraged consumers to believe their country’s wartime experience would launch a better America. Advertisements and promotional articles celebrated the immense industrial output that corporations achieved during the war. These commercial messages positioned wartime technologies and corporate expertise as the means to streamline America and invent a socially hygienic future free from poverty, slums, drudgery, filth, and—for some businessmen—the New Deal administration.

From Submarines to Suburbs surveys the development, strategy, and effect of these campaigns over a span of twenty pivotal years. Cynthia Lee Henthorn takes a close look at how pre-fabricated suburban houses, high-tech kitchens, and miracle products developed from war-related industries were promoted as the hygienic solutions for establishing this better America, one led by the captains of free enterprise.

As Henthorn demonstrates, wartime advertising and marketing strategies tying consumer prosperity to war were easily adapted in the Cold War era, when a symbiotic relationship between military standing and standards of living intensified in a culture dependent on defense spending. Were the efforts to engineer a better America successful? Using documentary evidence in the form of numerous advertisements, From Submarines to Suburbs stands as a significant contribution to understanding how today’s “better” America evolved.