Smaller specialty shops were not to be left out of the action.  This advert for The Brennan Store reminds you that there is plenty to be thankful for, this holiday season.  They even share with readers a little poem, to fan the flames of patiotism and sales in the same breath.

Keeping Positive

Of course advertisers were not limited to large department stores.  Many smaller stores already had existing marketing campaigns.  Early into the war, many of these shops took part in the new message of the CPI.  The Brennen Store, for instance, always had a well drawn figure showing the fashion of the day.  The message itself completely changed.  Many who were not as invested in the war could reasonably be asking the question, "is this worth it?"  The Brennan Store took part of the holiday season to bring it back around to them.  "Thankful?  YES!"

This was part of the carefully orchestrated plan of the CPI and the NAAB.  The war was to be fought against the other, a nebulous group of outsiders who have only negative aspects.  Everything inside poems such as this, were wholesome Americana.  Thusly, everything we were fighting was the opposite.  For America and her Free institutions.....against Germany and her enslaving institutions.  For an American Spirit that knows no sacrifice too great to give to the cause of humanity...against German Spirit that is inhumane and cowardly.

One of the key features learned by the Creel Committee is that it is much easier to motivate people by using fears.  One could have his heartstrings plucked til they were vibrating with patriotic feelings, but that did not direct them what to DO with them.  There had to be a Boogeyman.  A target to go after, to be the object of derision.  No matter who started the war, Germany was the prime target.  It was us or them.  It was about the survival of America, but we can not allow that to deter us!  We may be fighting in a war we do not want, but we were sure going to win it.