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Passion’s FortuneThe Story of Mills & Boon$
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Joseph McAleer

Print publication date: 1999

Print ISBN-13: 9780198204558

Published to Oxford Scholarship Online: October 2011

DOI: 10.1093/acprof:oso/9780198204558.001.0001

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The 1940s: Flying the Flag

The 1940s: Flying the Flag

(p.171) Chapter 7 The 1940s: Flying the Flag
Passion’s Fortune

Joseph McAleer

Oxford University Press

In a time when reading increased along with the desire to escape from the harsh everyday reality, Mills & Boon's romantic fiction sold well. In all respects the basic tenets of the fledgeling Mills & Boon editorial policy — Lubbock's Law, the Alphaman, the happy ending, and a wholesome moral theme — were retained, even reinforced, by wartime. Certainly, Mills & Boon heroines in the 1940s are stronger, more responsible, and more independent. Wartime settings and characterizations enhanced the romantic possibilities for Mills & Boon authors during the Second World War. Interestingly, some novels are also filled with life lessons for lonely women who might be tempted to give all for a soldier. Mills & Boon continued to pay extreme attention to names and settings in novels so as to avoid any potential libel action. The legacy of the Second World War on Mills & Boon and its authors was strong and lasting.

Keywords:   Mills & Boon, editorial policy, romantic fiction, Lubbock's Law, Alphaman, happy ending, wholesome moral theme, Second World War

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