The advertising men made it clear that there were two ways of looking at ideas in a war against fascism. Those of us who were working on the project believed ideas were to be fought for; the advertising men believed they were to be sold. The audience, those at home in wartime, were not 'citizens' or 'people.' They were 'customers.'

In this quote, Muriel Rukeyser reflects on the contrasting approaches to ideas and communication during a war against fascism. She highlights a division between those who believed that ideas should be actively fought for—in the sense of defending or advocating for them—and the advertising men, who saw ideas as commodities to be sold. Rukeyser points out the fundamental difference in purpose and approach: while some viewed the spread of ideas as a noble struggle, others saw it as a transaction, something to be marketed like any other product.

Rukeyser's mention of the audience, particularly those at home in wartime, underscores a significant shift in how the public was viewed by these different groups. The advertising men regarded the people not as citizens or participants in a larger national effort but as customers, which suggests a more transactional, commercial view of the population. This reflects a time when marketing techniques began to influence the way people were perceived and addressed, especially in relation to propaganda and public opinion during wartime.

The quote also comments on the rise of consumerism and capitalism during a period of global crisis. Rukeyser critiques the way in which the war effort, and the ideas surrounding it, were commodified by advertising, reducing the population to mere consumers rather than active citizens. This perspective suggests that the power of ideas was being overshadowed by the mechanics of selling and persuasion, even in times of national emergency.

Ultimately, Rukeyser’s quote highlights the tension between idealism and commercialism during a critical period in history. She suggests that the way ideas are presented and consumed during times of crisis can deeply impact how the public engages with those ideas—either as a matter of moral duty or as a marketable product to be sold to the highest bidder.