4th Liberty Loan Subscription Flyer, 1918.
The central device on this flyer is the flag of the 4th Liberty Loan of 1918. After the United States joined the entente (allied) powers in opposing the central powers of Germany and Austria in World War I in April of 1917, it became immediately apparent that funds in excess of the U.S. Government's ability to tax would be necessary for the conduct of the war. Accordingly the U.S. Treasury Department began to acquire these funds by issuing bonds.

There were four issues of bonds, all collectively referred to as "Liberty Bonds" and a fifth and final issue called "Victory Bonds." In order to galvanize the public into purchasing these obligations, "Liberty Loan" committees were organized nationwide on a previously unprecedented scale.

In addition to traditional newsprint advertising, appeals for clergy and public figures from the "mass-media" of the day, the motion picture theaters, were utilized where high pressure sales pitches were delivered. The success of these efforts allowed every bond issue to be oversubscribed. The 4th Liberty Loan was announced in September of 1918.

As part of the promotional efforts for the loan, a "service style" flag was created for display by commercial establishments and organizations that had 100 individuals subscribe to the loan. The flag was white with a red border, centered in which were four blue stripes running from the top to the bottom. It was also used promotionally on pins, posters and other ephemera associated with the 4th Liberty Loan. (See ZFC 2187 & 2188 for examples of 4th Liberty Loan pins.)

Flyers like this were intended for window display in homes and offices as a token of support by loan subscribers.

Provenance: Acquired by purchase at the 22 July 2012, Bay Area Militaria Show, Naperdak Hall, San Jose, CA.

Sources: