typography in Europe in 1940s



I've been working on a project about fashion in France in 1940-44. It's supposed to look modern and contemporary, but still I want some kind of a subtle connection to the proper period.

During research I realized that while I have quite a definite idea on how the '30s, '50s or '60s typography looked, it's not that obvious with the '40s. Also it's more difficult to find examples of the '40s in typography, of course there are lots of movie titles, bit it's not Europe...
I assumed that in the middle of the World War II there wasn't too much space for designing new typefaces, so they probably used mainly what was designed earlier. But what about trends?

I know these were the times of hand lettering and brush scripts were popular, but it's not enough.

What's this type used in 1940 edition book?

Hey everyone, I have this book, Christian Theology by H. Orton Wiley printed in 1940 and I was wondering what the fonts are.

I think the cover is Gill Sans - but I'm not certain.

On the title page there seems to be something like Memphis - but again, I'm not sure.

The other serifs I just can't pick - but serifs are always what I find hardest to ID.

Any help would be much appreciated.