When war came to Europe in 1914, it coincided with a variety of shifts and developments that moved many western nations towards a state of modernity.

One example was the way that goods were being promoted, less on rational grounds and more on making an emotional appeal to customers.

With a surge in newspaper readership, advertisers jumped at the chance to reach a large number of potential customers by simply using messages about unity, patriotism, as well as tacitly advocating an emotional connection through the consumption of their goods.

Cashing in on the marketing opportunities provided by World War One, jingoism, anti-German sentiment and guilt were all laid on thick to sell everything from food and fashion to fountain pens.

Here are a few examples from the Daily Telegraph of just how advertisers pitched their wares to the public and the men enlisted in the armed forces.