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Ladies Wanted as drivers, WW1 advertisement
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Ladies Wanted as drivers, WW1 advertisement
Advertisement from 1918 by the British School of Motoring emphasising the urgent requirement for lady drivers between the ages of 17 and 45. Date: 1918
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Media ID 14146254
© Illustrated London News Ltd/Mary Evans
Advertisements Adverts Drive Drivers Driving Emphasising Learning Role Roles Wanted
EDITORS COMMENTS
During the tumultuous period of the First World War, the demand for drivers on the British home front was insatiable. In this evocative advertisement from 1918, the British School of Motoring urges ladies between the ages of 17 and 45 to answer the call to duty and learn to drive. The war had disrupted traditional gender roles, and the need for automobile transportation was more crucial than ever before. The advertisement, with its bold typography and striking imagery, emphasizes the urgency of the situation, appealing to women's sense of duty and patriotism. The use of the term "Ladies Wanted" underscores the unconventional nature of the request, as women's roles behind the wheel were not yet commonplace. The British School of Motoring, a pioneer in driver education, recognized the importance of women's contributions during wartime and offered them the opportunity to learn the necessary skills. These women would go on to drive ambulances, deliver essential supplies, and even serve as dispatch riders for the military. This advertisement is a poignant reminder of the significant role women played during the First World War, defying societal expectations and proving their worth in unexpected ways. As we reflect on the history of this pivotal moment, we can appreciate the courage and determination of these women who answered the call to drive and make a difference in their communities and country.
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