12lbs 2 in 1905 this deficiency has increased to seventy-six per thousand. In 1900 forty-four men in every thousand recruits weighed under 7st. Our standard of height in the army was 5ft.
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The social and psychological contextģ In the introduction to the section entitled “Endurance for Scouts, or How to be Strong” of his 1908 bestseller Scouting for Boys: A Handbook for Instruction in Good Citizenship, the controversial hero of the siege of Mafeking, Lieutenant-General Robert Baden-Powell, commenting on what he calls “the deterioration of our race”, points out: This study is an attempt to bring together a quantity of information drawn from many disparate and unconnected sources.Ģ We shall see how, despite the awareness and serious warnings of the health risk involved in smoking, first technology then the reaction to American competition led to the development of a huge industry, dominated by the Imperial Tobacco Company of Great Britain and Ireland Ltd., whose rapid growth was closely bound up with the enormous upheaval and permanent sociological consequences of the Great War. This omission is in all probability due to the sparsity of military archival material relating specifically to tobacco supply, to the ephemeral nature of most packaging and advertising material, to the disappearance of thousands of small tobacco manufacturers and retailers and to the relative absence of anything but passing allusions to tobacco from official histories and personal accounts. Strangely, apart from Princess Mary’s Christmas 1914 gift box, 1 the question of smoking in the armed forces does not appear to have attracted much academic attention. 1 This paper traces the rise of the cigarette from its timid mid-nineteenth century beginnings to its triumph not only as the preferred mode of tobacco consumption in the twentieth century and as an essential component in the British war effort 1914-1918, but also its symbolic role in the emancipation of women and its undoubted contribution, through branding, packaging and advertising, to what might be termed the design (in the cinematographic sense) of life at the time of the Great War.
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