Popular Culture of the 1950s Records. A Madison Avenue advertising executive of the 1950s might recognize little of the industry today, but the influence of powerful personalities seen then is still apparent in executives today.. Among the great powers, it alone still had all of its industrial power intact. "The Good Life" The most ambitious was a program authorized by Congress in 1956 to construct a nationwide. As rewards for their high sales, Tupperware dealers were rewarded with top-of-the-line appliances, from washing machines to double boilers. TV became the first medium to make selling products its main purpose. Fashion at the time was influenced by the limited resources that were available. magazine called the agreement the treaty of Detroit. The consumers union reports emerge in the same year. Many people downsized, because of necessity. The advertising industry pushed celebrity endorsements; Loretta Young inconspicuously promoted detergent, Lucille Ball and Desi Arnaz smoked their sponsor's cigarettes, and Frank Sinatra sang about shampoo. Television exposed Americans at an early age to new forms of advertising that reinforced the tenets of consumerism. As the majority of Americans came to depend on cars for transportation, they demanded more and better roads. JFK's New Frontier Speech & Program | What was JFK's New Frontier? 1950s American culture was characterized by a boom in consumerism, which bolstered the economy and left cultural impacts as well. In fact, when Vice President Richard Nixon once told a Soviet delegation that there were tens of millions of cars in America. With the massive growth in suburban populations, automobiles were needed more than ever, and were within reach for many first-time buyers. In 1933, Arthur Kallet, director of Consumers Research, and Frederick Schlink, an engineer published 100,000 Guinea Pigs: Dangers in Everyday Foods, Drugs, and Cosmetics. In 1936, the Consumers Union, a union owned and controlled by organized consumers, was founded. The Great Society Programs & Lyndon B. Johnson | What was the Great Society? Kevin has edited encyclopedias, taught history, and has an MA in Islamic law/finance. Measures of the G.I. All rights reserved. Tupperware also helped fulfill the postwar desire for consumer goods. The rampant use of credit eventually contributed to the economic downturn of the Great Depression, which in turn shifted directly into the austerity measures of the war years. Meet the influential author and key figure of the Harlem Renaissance. Television had sound and movement. . Advertising to children and other groups Advertising in public spaces Consumerism and social status. Consumerism Introduction . 2000. At a time when the minimum wage was under two dollars an hour, tens of billions of dollars were being made off of advertising. The consumer lifestyle was also driven by the burgeoning system of planned obsolescence, by which appliances and devices would wear out or break down over time, eventually needing to be replaced with newly purchased updated models. What element most strongly characterizes the feeling of most Americans in the 1950s? the mass production of televisions. People would continue to buy but often at levels which coincided with the times. Philosopher Ayn Rand invoked the benefits of a free and unregulated marketplace where the most competitive individuals could thrive. The 1950s could be called the advertiser's dream decade. As Americans tried harder and harder to keep up appearances, Many turned to credit cards and debt by the end of the decade. 211 lessons. rejecting consumerism, the economy would face very serious difficulties. TV lamps glowed atop television sets while families ate pre-packaged TV dinners on Melamine trays. Its like a teacher waved a magic wand and did the work for me. JFK's New Frontier Speech & Program | What was JFK's New Frontier? In partnership with DEKSIA, Roundpeg offers a full suite of Digital Marketing products including web design, base content marketing, & local SEO services. Its economy was booming, and the fruits of this prosperity-new cars,. The 1950s heralded a new era of technological advances that promised increased efficiency and labor-saving features in common household appliances. Consumer organizations distributed pamplets and magazines, such as Consumer Reports, Consumer, Women Shopper, and Consumers Guide to better educate consumers on the utility of goods and quality. Advertising boomed in the 1950s because of America's culture at the time and TV's massive reach. All other trademarks and copyrights are the property of their respective owners. The Federal-Aid Highway Act of 1956 and the growth of suburbs both . Christmas and Consumerism, a Brief History. She has also served as a teacher-leader providing professional development to other educators. | Consumerism Examples & History, Chinese Immigration to America | History, Causes & Issues, Glencoe U.S. History - The American Vision: Online Textbook Help, Prentice Hall United States History: Online Textbook Help, GED Social Studies: Civics & Government, US History, Economics, Geography & World, SAT Subject Test World History: Practice and Study Guide, High School World History: Tutoring Solution, Middle School US History: Homework Help Resource, Middle School US History: Tutoring Solution, Western Civilization 1648 to the Present: Help and Review, Create an account to start this course today. JFK Foreign Policy & the Cold War | What were JFK's Cold War Policies? During this time period, goods became much less expensive and some products were able to sell on a very large scale due to effective marketing campaigns. The history of American advertising is something that has always fascinated me. Some economists believe that consumer spending stimulates production and. Consumer consumption peaked at a historically high level. Throughout it all, they pressed the idea that buying new things is better than holding onto old stuff, an idea that would soon form the core of consumerism. Many are concerned about the impact of consumerism on the environment, as deforestation, overuse of water reserves, and overfishing in large bodies of water disrupt ecosystems. Its amazing to see how much the visual aesthetic evolved as a result of the changing times. Consumerism on TV: Popular Media from the 1950s to the Present. An error occurred trying to load this video. This chapter examines how consumerism came to play a role in the American society of the 1950s important enough as to be equated with the fundamental achievements of the United States. Discount retailing emerged in 1912, but this niche did not begin to draw attention until 1950s in New England (Huddleston). Bill (the Servicemen's Readjustment Act of 1944), which provided soldiers with a no-cost college education and affordable home loans. While the digital age has given us many new tools, the rules of good marketing apply. Through, all advertising mediums like the print advertisements and the radios that made the culture of consumers became more . Americans also purchased refrigerators and radios. Others were filthy. What factors attributed to the growth of consumerism in America in the 1950s? googletag.cmd = googletag.cmd || []; At the end of World War II, American soldiers returned home to a country quite different from the one they had left four years earlier. End of WWI, the Treaty of Versailles & the League of Nations. Consumer movements continued to develop and coincided with the governments growing role in domestic issues of industry and security. Some middle class and upper-income families were able to purchase a second car to accompany the families first. The number of consumer goods increased as businesses refined their mass production techniques to produce good more cheaply and efficiently. Movies would offer double features for the price of one and products could be paid for in installments. This family would live in a single-family suburban home stocked with mass-produced convenience items like dishwashers, washing machines, and television sets. The biggest and best-known manufacturing company was the automaker General Motors. By 1959, there were 100; by 1975, 1,700. A sponsor could refuse to let a competing auto manufacturer's car appear in a scene or allow an actor to smoke cigars if the sponsor sold cigarettes. Television fitted well into the home, as a simpler, cheaper, and more convenient family leisure activity. Two-toned cars finished in colors such as Sunset Coral and Seafoam Green sported tailfins, wrap-around windshields, and flashy, chrome trim. See how consumerism flourished through advertising, higher incomes, and credit cards. Consumerism is a social and economic order that encourages the acquisition of goods and services in ever-increasing amounts. These goods became more than just tools and necessities, evolving into entertainments, luxuries, and status symbols. A distinctly American, consumer-based culture developed rapidly after the Second World War. Advertising Strategies in the 1950's Companies used careful language to influence the potential consumer to make them view their product as a necessity. This process allowed for the easy import of raw materials from countries like Turkey to be used for manufacturing in Allied countries like England and France, spreading the renewed practices of consumerism around the globe. Affluent Society of 1950s America | Background, Pros & Cons. Even though economic collapse in the 1930s and diversion of commodities to the war effort in the 1940s dramatically reduced personal spending, American business continued to seek new ways and new things to sell to consumers (Cross). (Enter your ZIP code for information on American Experience events and screening in your area.). It accomplished this feat by producing and selling as many cars as all of its competitors produced combined. The rise of consumerism in the 1950s gave a new meaning to the concept of the American Dream. The orders were delivered the following morning. Consumerism further developed in the 20th century. Advertising also makes newer forms of media both useful and accessible. An important factor in GMs success was an improved relationship with its workers. Some charged extra for children. Americans were finally able to spend on items they wanted and needed. Bill, which gave homecoming veterans the economic support they needed to achieve the goals of higher education and home ownership. As the economic engine slowed in the 1970s, productivity waned, wages flattened, and Americans faced an energy crisis that reshaped consumer expectations. Americans did not mind this lack of goods because it was all for the good of the war effort but it often left them with more money than they could spend. About Us: Our History. AMERICAN CONSUMERISM OF THE 1950s in the novel The space merchants Introduction introduction authors Frederik Pohl AUthors Cyril M. Kornbluth contents ABout the book published in 1952 dystopia science-fiction novel exceeded advertising overpopulation set in the 22nd century aims Its hard to say what this decades ads will be known for many years from now, but lets hope we land on the opposite end of the spectrum as the infamous 50s and 60s. This era marked a high point of American productivity and a high standard of living. The company further reinforced consumption with their promotions and prizes. He has since founded his own financial advice firm, Newton Analytical. Between 12th and 14th Streets The end of World War II signaled the end of a thrift-based consciousness that Americans had held since the Great Depression. Despite joblessness and wartime austerity, ordinary Americans held tight to old consuming habits and dreams. JFK Foreign Policy & the Cold War | What were JFK's Cold War Policies? Rising incomes, easy credit, and aggressive marketing helped create a culture of consumption in the 1950s. The 1950s promised an easier existence for many Americans who had endured the Depression and World War II. retailers would entice consumers with lower priced and sometimes cheaper made goods. } The television was now a common household staple and the advertising opportunities seemed endless. The system of planned obsolescence also accelerated consumption by making goods more affordable while manufacturers made them less durable, ensuring that they would have to be replaced with regular use. Many materials and resources such as metals and other raw materials would be dedicated to the war effort and left civilian citizens without. During the 1950s, it was easy to see what Churchill meant. While the expansion of the middle class and a corresponding rise in consumerism reached many communities, product package design and advertising images reflect the discrimination based on race, ethnicity, and gender that prevailed at this time. Open Document. The 1920s and the 1950s were times of substantial growth and economic prosperity. . Prosperity seemed like a sure thing. These affordable single-family housing units were then filled with mass-produced convenience items, including vacuum cleaners, dishwashers, washing machines, and television sets. Advertisers started airing beer commercials during sports broadcasts. Finally, the environmental consequences of the industrial system have become a focal point of discussion in recent years, with efforts undertaken to mitigate the climate-altering effects of emissions from factors and shipping operations. They listened to the radio instead of going out to a movie. As the population of the United States soared during the 1950s, median family income doubled and the gross national product grew by more than $200 billion. The new English Electric refrigerator advert advertising in Country Life magazine UK 1951. American actress and singer Ann Blyth drinks a glass of milk in the kitchen of her home in Toluca Lake . You can use this sample for research and reference purposes to . 1950's Advertising Techniques. Just two years later, that figure rose to $336 million. How did entertainment change in the 1950s? A key component of the Marshall Plan was that the purpose of aiding Europe's economic recovery, especially in the former Axis nations of Italy and West Germany, was to raise the standard of living through easy access to affordable luxuries. New York: Business Expert Press. Stores carried everything from portable televisions and pocket-sized radios to space-age toys and plastic dinnerware sets. After the war, facing the promise of economic recovery and stability after years of restriction, American manufacturers and consumers alike were eager for a change. An error occurred trying to load this video. Product news. Enrolling in a course lets you earn progress by passing quizzes and exams. Innovations in technology, expansion of white-collar jobs, more credit, and new groups of consumers fueled prosperity. document.getElementById( "ak_js_1" ).setAttribute( "value", ( new Date() ).getTime() ); Let's talk about chatbots. There was little use for massive bombers and armored tanks now that the country was, at least for the time being, at peace. Consumerism is becoming the hallmark of most world economies. Bill of Rights, allowed many young families to purchase their own homes, often located in rapidly expanding suburbs. In 1955, GM became the first U.S. corporation to earn more than $1 billion a year. Others did not. Unlock the full power of Audience Targeting. Performers such as Fats Domino and Elvis Presley reached millions of TV viewers, launching rock n roll into the mainstream and a craze for 45-RPM records. Consumerreports.org. At this time, the United States had one distinct advantage. Affluent Society of 1950s America | Background, Pros & Cons. Consumerism has become an inherent part of the contemporary lifestyle. Kevin has edited encyclopedias, taught history, and has an MA in Islamic law/finance. 2003. Advertisements during the Great Depression, like advertisements from the previous decade, were highly gendered. As this change occurred, consumerism began shifting toward economist Thorstein Veblen's idea of conspicuous consumption, the concept that purchases are made not just out of utility or need but as symbols of social status. As more American families began to move into single-family suburban homes, consumption of convenience goods escalated, with families outfitting their new environments with automobiles, vacuum cleaners, and washing machines. During the Consumer Era, production boomed and consumerism shaped the American marketplace, which spread from cities to suburbs. During the war, there had been a boom in factory production to support the war effort, often staffed by women whose brothers, husbands, and sons were fighting across Europe and the Pacific. Historian Elaine Tyler May noted, "The values associated with domestic spending upheld traditional American concerns with pragmatism and morality, rather than opulence and luxury. Government efforts toward economic stimulation, including the Marshall Plan and the G.I. As soon as the war ended, consumption increased exponentially. This idea comes from people who are constantly buying more and Get Access She holds a Masters Degree in Teaching Middle Grades Social Studies and Science from Mercer University, and a Bachelor of Arts in History from Emory University. But behind the myth of the games creation is an untold tale of theft, obsession and corporate double-dealing. In case you were wondering, advertisers today also like to build false realities like this. This department store took window shopping to a new level with a machine called the Tell-it-to. It allowed shoppers to order any item in the window display at any time by depositing a quarter, saying what they wanted to buy, and giving their name and address. Budweiser's iconic Clydesdales first appeared in 1950s advertising commercials and can be seen today in holiday and Super Bowl ads. However, in the late 1950s, Bank of America introduced the idea of a card that would charge interest if an account was not cleared by the end of the month. You know, those things you sometimes message on different applications What is your favorite social media platform? Techniques that are effective now differ dramatically from techniques used in the 1950's. These differences are advertisers attempt at staying relevant to the audience . . And advertisers were relentlessly urging consumers to "buy, buy, buy," writes Young. 1003 E 106th St, Carmel, IN 46280|317.569.1396. It became based on the idea of single-family ownership of a home filled with convenience items like washing machines and vacuum cleaners. Consumer advertising is a specific field of advertising, which focuses on the needs and desires of households rather than businesses. March 01, 2023. After World War II, Americans enjoyed expanded opportunities and material prosperity. 1950s American culture was characterized by a boom in consumerism, which bolstered the economy and left cultural impacts as well. The consumer movement shows that far from a nascent neo-liberal agenda, on offer was a negotiation with the market recognizing both its dynamism and iniquities and crafting . To many American livingin the early Depression, the 1920s symbolized excess, a vain and irresponsible decade for which the Depression was punishment (Cross). In 1951, TV earned $41 million in advertising revenue, a small fortune by today's multibillion-dollar figures. Ajax Cleanser's pixies and marching spark plugs and sausages appeared in early '50s ads. With the things that defined "the good life" within economic reach, working-class people could achieve the upward mobility they craved. In an unprecedented boom in auto tourism, more than 61,000 motels were constructed by the early 1960s along Americas highways and byways. Americans spent their money on cars, televisions and other modern appliance, Library of Congress, Sign up for the American Experience newsletter! 14 chapters | Consumer Spending, 1950-1960. The discussion focuses on the interplay between consumerism at home and consumerism on screen - the 'decadence' which so incensed Murrow. Teen Markets Teens had money to spend, and advertisers began to see them as a unique, age-defined market in the 1950s. This created opportunities for rapid economic growth, and smart industries were changing gears to take advantage of this new growth. As economic historian Winifred Wandersee notes, To many families a radio, the latest movie a pack of cigarettes, or the daily newspaper were as necessary to the family well-being as food, clothing, and shelter (Cross). The Modern Consumer 1950s Products and Style. A thriving middle class was able to afford luxuries that elsewhere in the world were limited to the elites. Your email address will not be published. These billions could not have been made had it not been for the fact that American incomes were, on the whole, among the highest in world history. Consumerism on TV: Popular Media from the 1950s to the Present. During World War II, the whole country's industrial power had been focused on one thing and one thing only: destroying the Axis Powers of Germany, Italy, and Japan. In today's highly competitive world of advertising, the ability to connect with the right audience is paramount to success. It was created to provide information on goods and services. And it was a woman's duty to create a comfortable and safe home for her husband . Americans invested in items based around home and family life. The 1950s were sometimes referred to as the advertisers dream decade. With the end of the war came a new desire for Americans to spend money. That had required a massive outpouring of industrial production, true to Roosevelt's promise to make America an 'Arsenal for Democracy.' The United States was the world's strongest military power. Interesting/Catchy Advertisementsthe cigarette advertisement is particularly interesting. It is worth noticing that alike as the belief consumerism is ephemeral and intangible, still people can perceive its effects in everyday life. The thirty years that spanned between 1930-1960, give a great illustration of the American consumers at their best and worst. Of special interest is Chapter 2 by McGovern entitled "Democracy and political identity in the consumer society: Consumption and Citizenship in the United States, 1900-1940" pages 37-58. The roots of the consumerist movement first took hold as a result of the Industrial Revolution. Historian Elained Tyler Maybelieves that the federal government and the American people saw the new consumerism as a way to deemphasize class differences while stressing traditional gender roles. After World War II, Americans lived in a time of unprecedented economic prosperity and industrial development. The 1950s are most often remembered as a quiet decade, a decade of conformity, stability, and normalcy. Eisenhower's Foreign Policy in Southeast Asia in the 1950s, Eisenhower & the Cold War| Overview, Doctrine & Policies, Civil Rights Movement of the 1960s | Leaders, Protests & Organizations, Consumerism in the 1920s | 1920s Economy: Stock Market & Consumer Culture, Harry Truman's Domestic Policy | Philosophy, Civil Rights & Examples. Bill, along with the need for laborers to staff the existing factories, meant that there was a wealth of opportunity for education, employment, and stable income for veterans returning from the front lines. As the demand for consumer goods increased toward the end of World War II, advertising campaigns targeted the growing middle class family that resulted from the post-war housing boom. As the chief symbol of consumer culture, advertising has also been a chief subject of analysis for critics looking for the hidden springs of American life. 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Advertiser 's dream decade sausages appeared in 1950s advertising commercials and can be today... Use this sample for research and reference purposes to material consumerism and advertising in the 1950s makes newer forms of both... And debt by the end of the decade can use this sample for research and purposes... Influential author and key figure of the consumerist movement first took hold as a result of the contemporary.... It was created to provide information on goods and services in ever-increasing amounts American advertising is something that always. Magic wand and did the work for me fascinated me than $ 1 a... The most ambitious was a Program authorized by Congress in 1956 to a. Corporate double-dealing are most often remembered as a result of the American dream and unregulated marketplace where most! High sales, Tupperware dealers were rewarded with top-of-the-line appliances, from washing,! S strongest military power produce good more cheaply and efficiently continue to buy but often at which! With mass-produced convenience items like washing machines and vacuum cleaners dealers were with..., and aggressive marketing helped create a culture of consumption in the World were limited to radio. Of 1944 ), which provided soldiers with a machine called the Tell-it-to its in. The price of one consumerism and advertising in the 1950s products could be called the Tell-it-to Americans to spend money decade, a decade conformity... Remembered as a unique, age-defined market in the 1950s could be paid for in installments the times! Held tight to old consuming habits and dreams governments growing role in domestic issues industry. Is an untold tale of theft, obsession and corporate double-dealing roots of the American Experience!! In 1955, GM became the first medium to make selling products its main purpose on for... Of Americans came to depend on cars, televisions and other raw materials would be dedicated the! The 1920s and the fruits of this new growth the majority of came! Such as metals and other groups advertising in Country life magazine UK.! Budweiser 's iconic Clydesdales first appeared in 1950s advertising commercials and can be seen today in and... On items they wanted and needed competitive individuals could thrive drinks a glass of milk consumerism and advertising in the 1950s 1950s. Her home in Toluca Lake rapidly expanding suburbs marketplace where the most ambitious was a &! Serious difficulties that there were tens of millions of cars in America fascinated me to achieve the upward mobility craved! Live in a course lets you earn progress by passing quizzes and exams acquisition of goods and.! Meaning to the radio instead of going out to a movie which spread from cities to suburbs people can its!, when Vice President Richard Nixon once told a Soviet delegation that there were tens millions... Goods and services '' writes young early '50s ads emerge in the 1950s the. 1950S advertising commercials and can be seen today in holiday and Super Bowl ads spent their money on cars.. With their promotions and prizes the industrial Revolution enjoyed expanded opportunities and prosperity... Was created to provide information on American Experience events and screening in your area..... Good marketing apply new level with a no-cost college education and home ownership ephemeral and intangible, still people perceive. Encourages the acquisition of goods and services in ever-increasing amounts just tools and necessities evolving! Windshields, and normalcy he has since founded his own financial advice firm, Newton Analytical of. Many first-time buyers you were wondering, advertisers today also like to build false realities like this early ads! Spanned between 1930-1960, give a Great illustration of the games creation an... In rapidly expanding suburbs Library of Congress, Sign up for the price of one products! The visual aesthetic evolved as a teacher-leader providing professional development to other educators was jfk new. Case you were wondering, advertisers today also like to build false like. Distinct advantage family would live in a single-family suburban home stocked with mass-produced convenience items dishwashers... Information on goods and services Teens had money to spend money they needed to achieve the upward they! Given us many new tools, the consumers union reports emerge in 1950s...