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Oxo advertisement with trench scene, WW1
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Oxo advertisement with trench scene, WW1
Advertisement for Oxo, for men at the Front and in training, with an excellent accompanying picture illustrating the grim conditions borne by soldiers in the trenches. The adverts copy includes a number of testimonials from soldiers to Oxos efficacy in providing warmth and nourishment at the Front. Date: 1916
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Media ID 14165154
© Illustrated London News Ltd/Mary Evans
Advertisements Adverts Beef Cold Conditions Extract Grim Meals Nourishing Nourishment Nutrition Rations Trench Trenches Warmth
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Amidst the grim and harrowing conditions of the Western Front during World War I, soldiers endured the unimaginable hardships of living and fighting in the trenches. The muddy, wet, and cold environment took a heavy toll on their health and morale. Yet, amidst this desolation, there was a glimmer of hope in the form of a simple yet effective food product - Oxo Beef Extract. This poignant photograph from 1916, showcases the stark reality of life in the trenches, with soldiers huddled around a makeshift fire, trying to keep warm and find sustenance. The image is a powerful reminder of the sacrifices made by these brave men, who faced unimaginable challenges on a daily basis. The accompanying advertisement for Oxo Beef Extract underscores the importance of this humble food item in providing warmth and nourishment to the soldiers at the Front and in training. The testimonials from soldiers speak volumes about the efficacy of Oxo, with one soldier remarking, "Oxo has been a godsend to us in the trenches. It has given us a welcome change from the monotonous diet of bully beef and biscuits." Another soldier adds, "Oxo has been a lifesaver for us. It has given us the strength and energy we need to carry on in these trying conditions." The image and the advertisement text transport us back to a time when the world was engulfed in the horrors of war, and the simple pleasures of a warm meal became a beacon of hope and comfort for soldiers in the trenches. This powerful evocation of history serves as a poignant reminder of the sacrifices made by soldiers during the First World War and the importance of nourishment in maintaining their health and morale.
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