{"id":{"repo_id":"regina","oai_identifier":"oai:uregina.scholaris.ca:10294/16060"},"canonical_url":"https://search.dev.ndltd.org/etd/regina/oai:uregina.scholaris.ca:10294/16060","repository":{"repo_id":"regina","name":"University of Regina","base_url":"https://uregina.scholaris.ca/server/oai/request"},"display":{"title":"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.","abstract_html":"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.","abstract_has_math":false,"creators":["Adams, Brandi Marie"],"institution":"Faculty of Graduate Studies and Research, University of Regina","degree_name":"Master of Arts (MA)","degree_level":"Master's","degree_discipline":"History","degree_department":null,"school":null,"contributors":[],"advisors":["Belisle, Donica"],"committee_chairs":[],"committee_members":["Rowe-McCulloch, Maris","Blake, Raymond"],"year":2022,"date_issued":"2022-11","date_published":"2022-11","updated_at":"2026-07-24T04:03:38Z","subjects":[],"languages":["en"],"rights":[],"rights_urls":[],"identifier_entries":[{"key":"dc:identifier.doi","label":"DOI","values":["https://doi.org/10.82465/4405"],"render_values":[{"text":"https://doi.org/10.82465/4405","href":"https://doi.org/10.82465/4405","code":true}]}]},"links":{"outbound_url":"https://hdl.handle.net/10294/16060","outbound_label":"Handle","outbound_source":"dc:identifier.uri"},"metadata_groups":[{"id":"people","label":"People","entries":[{"key":"dc:contributor.advisor","label":"Advisor","values":["Belisle, Donica"]},{"key":"dc:contributor.committeemember","label":"Committee Member","values":["Rowe-McCulloch, Maris","Blake, Raymond"]},{"key":"dc:creator","label":"Author","values":["Adams, Brandi Marie"]}]},{"id":"academic_context","label":"Academic Context","entries":[{"key":"dc:date.accessioned","label":"Dc Date Accessioned","values":["2023-07-17T20:45:50Z"]},{"key":"dc:date.available","label":"Dc Date Available","values":["2023-07-17T20:45:50Z"]},{"key":"dc:date.issued","label":"Date","values":["2022-11"]},{"key":"dc:publisher","label":"Institution","values":["Faculty of Graduate Studies and Research, University of Regina"]},{"key":"dc:type","label":"Dc Type","values":["master thesis"]},{"key":"thesis:degree_discipline","label":"Discipline","values":["History"]},{"key":"thesis:degree_level","label":"Degree Level","values":["Master's"]},{"key":"thesis:degree_name","label":"Degree Name","values":["Master of Arts (MA)"]},{"key":"thesis:institution_name","label":"Thesis Institution Name","values":["Faculty of Graduate Studies and Research, University of Regina"]}]},{"id":"language_rights","label":"Language and Rights","entries":[{"key":"dc:language.iso","label":"Language (ISO)","values":["en"]}]},{"id":"identifiers","label":"Identifiers","entries":[{"key":"dc:identifier.doi","label":"DOI","values":["https://doi.org/10.82465/4405"]},{"key":"dc:identifier.uri","label":"Identifier URI","values":["https://hdl.handle.net/10294/16060"]}]},{"id":"additional","label":"Additional Metadata","entries":[{"key":"dc:description","label":"Description","values":["A Thesis Submitted to the Faculty of Graduate Studies and Research In Partial Fulfillment of the Requirements for the Degree of Master of Arts in History, University of Regina. vii, 100 p."]},{"key":"dc:description.abstract","label":"Abstract","values":["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. 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