Some 400 advertising artists and copywriters squirmed in their chairs. In a spirit of self-analysis, the American Association of Advertising Agencies and the War Advertising Council had called a meeting at Manhattan's Biltmore Hotel to ask what was wrong with wartime advertising. A twice-wounded, discharged U.S. soldier named William J. Caldwell was telling them. Said he to the artists: go easy on those drawings of bright-eyed, posturing, immaculate soldiers. Such pictures merely irritate the weary, muddy boys in the foxholes. To the copywriters: watch those smug and boastful headlines.
"When you publish an ad on the part your product is...
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