consumerism and advertising in the 1950s

Join us in an attempt to find out whether the artistic critique of consumerism is powerful enough to fight it, as well as the institutions behind it. Consumerism Introduction . Bill presented new employment opportunities and income levels increased by up to 5% each year in the 1950s. 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 biggest and best-known manufacturing company was the automaker General Motors. . Consumerism - The 1950's: An age of affluence Consumer Demand Spurs Economic Growth Rising incomes, easy credit, and aggressive marketing helped create a culture of consumption in the 1950s. This was all actually really shocking even to the advertising executives who were making money off of the new commercials. As a result, frugality became the new norm. Constitution Avenue, NW 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. The history of American advertising is something that has always fascinated me. Ray Kroc was an American entrepreneur best known for expanding McDonalds from a local chain to the worlds most profitable restaurant franchise operation. But income inequality persisted, and people questioned whether the government should intervene to balance the scales. The uses of the radio were still up but television provided something that radio could not: picture. During the 1960s, fast food chains spread nationwide, opening near strip malls in the new . Budweiser's iconic Clydesdales first appeared in 1950s advertising commercials and can be seen today in holiday and Super Bowl ads. Home-front workers found their wallets and purses full, many for the first time in a decade. Ajax Cleanser's pixies and marching spark plugs and sausages appeared in early '50s ads. Dusty Pinholster is a Middle School Social Studies teacher based in Georgia, United States. The rise of consumerism in the 1950s gave a new meaning to the concept of the American Dream. // cutting the mustard JFK's New Frontier Speech & Program | What was JFK's New Frontier? Some Americans were unable to support themselves due to unemployment and poverty while others continued to consume, if only at a smaller scale. 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. (function (w,d) {var loader = function () {var s = d.createElement("script"), tag = d.getElementsByTagName("script")[0]; s.src="https://cdn.iubenda.com/iubenda.js"; tag.parentNode.insertBefore(s,tag);}; if(w.addEventListener){w.addEventListener("load", loader, false);}else if(w.attachEvent){w.attachEvent("onload", loader);}else{w.onload = loader;}})(window, document); Click to share on Twitter (Opens in new window), Click to share on Facebook (Opens in new window), Click to share on LinkedIn (Opens in new window), Click to share on Pinterest (Opens in new window). 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. 2 Pages. Purchases could be made on "time." Consumer Culture Expressed Through 10 Contemporary Art Pieces | Widewalls Do they criticise consumerism or do they celebrate it? Through advertising, the influence of gender roles is apparent in which products would be sold to a man and which would be sold to a woman. In 1952 alone, 3.9 million babies were born and an average of 4 . The Federal-Aid Highway Act of 1956 and the growth of suburbs both . Consumerism has become an inherent part of the contemporary lifestyle. 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. Many stores existed between both boundaries, attempting to offer stylish merchandise at discounted prices (Huddleston). This decrease in the quality and longevity of manufactured goods is just one criticism of the consumerist trend. Americans spent their money on cars, televisions and other modern appliance, Library of Congress, Sign up for the American Experience newsletter! At this time, the United States had one distinct advantage. The goal of this system was to connect major cities around the country by a network of super highways. 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. Footnote 4 Rather than personal empowerment, consumerism undermines self-confidence and self-worth by teaching people to focus on a never-ending list of personal faults that, once recognized, must be corrected through informed consumption. Advertising boomed in the 1950s because of America's culture at the time and TV's massive reach. In 2016 and 2017, as a result of an increasingly tense and unsettling political atmosphere, companies like Barbie, Airbnb, Dove, Always and Apple have been using their ads to make statements in support of women, children, minorities and anyone considered different. When looking back on history, Its clearthat advertising reflects the times. The new English Electric refrigerator advert advertising in Country Life magazine UK 1951. The 1950s were sometimes referred to as "the advertiser's dream decade." With the end of the war came a new desire for Americans to spend money. After the war, Americans were encouraged to consume and purchase surplus goods. Many of these mom and pop stations would offer free postcards, key chains, toys and sodas for the kids, S&H Green stamps and of course maps. After World War II, Americans lived in a time of unprecedented economic prosperity and industrial development. The effect today is the same as it was 70 years ago - people couldn't wait to go buy new things so they could be like the people on TV! Consumerism further developed in the 20th century. The only way to find out was to go from one motel to the next. 2003. They singled out underconsumption as a root cause of the Great Depression, they called for the construction a consumerist political economy and pronounced America to be entering into new era defined economically by consumption and driven politically by the might of organized consumers (Glickman). It became based on the idea of single-family ownership of a home filled with convenience items like. On average, wives made 75% of all the purchases for her family. Others could not consolidate their need to consume with the economic climate and were unwilling to abandon some luxuries. The 1950s are most often remembered as a quiet decade, a decade of conformity, stability, and normalcy. TV lamps glowed atop television sets while families ate pre-packaged TV dinners on Melamine trays. Official toys and games were marketed alongside childrens programs and television serials. 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Much of this cash was burning holes in the pockets of millions of Americans just waiting for the day when they could spend it on washing machines, cars, and other long-deferred goods (Cross). Christmas is an old and storied tradition, drawing upon centuries of rituals and beliefs so that people around the world can enjoy a shared celebration of fellowship and gift-giving. 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. Some TV shows, likeThe GoldbergsandThe Honeymooners, catered to working- and middle-class viewers with storylines about ethnic families. Bill, the Marshall Plan (the European Recovery Program, commonly nicknamed after its developer, United States Secretary of State George C. Marshall) provided a boost to economic development by offering financial aid to the recovering countries of Europe to restore industry, infrastructure, and international trade. Advertisers began limiting TV commercials to 30 seconds to save money. Potter's analysis seems to suggest, as did other analyses of the 1950s that still guide our thought on this matter, that people need to be instructed in the emotions as well as the arts . 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. Two-toned cars finished in colors such as Sunset Coral and Seafoam Green sported tailfins, wrap-around windshields, and flashy, chrome trim. Consumerism on TV: Popular Media from the 1950s to the Present. The 1950s were an exciting time. Let's take a look at the advertising tactics that brands used in the 1950 and 1960s versus today. How was Consumerism Encouraged in the 1950s? This department store took window shopping to a new level with a machine called the "Tell-it-to." JFK Foreign Policy & the Cold War | What were JFK's Cold War Policies? There is a good reason why the 1920s is regarded as roaring 20s . Bill of Rights, allowed many young families to purchase their own homes, often located in rapidly expanding suburbs. When asked how she recruited new dealers to her Tupperware distributorship, Jean Conlogue noted, "We tried to fill a need for something that they wanted, like new carpet, or a new refrigerator, and then we would map out for them how many parties they would have to hold." What Is the Most Common Criticism of Advertising. Historian Elaine Tyler May noted, "The values associated with domestic spending upheld traditional American concerns with pragmatism and morality, rather than opulence and luxury. And in fact, the Marshall Plan was passed to help rebuild many of these countries. Consumerism on TV: Popular Media from the 1950s to the Present. In the West, it is a common phenomenon, but now even developing countries in the world are resorting to it. The television made great headway in the advertisement of goods and the reinforcement of the family structure. Families of all income brackets were buying televisions at a rate of five million a year. 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. Home Layout 3NewsTechnology All CodingHosting Create Device Mockups Browser with DeviceMock Creating Local Server From Public Address Professional Gaming Can Build Career CSS Properties You Should Know The Psychology Price. 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. These types of advertisements are often focused even more narrowly on a specific demographic or target audience to increase effectiveness and message penetration among that audience. It accomplished this feat by producing and selling as many cars as all of its competitors produced combined. Enrolling in a course lets you earn progress by passing quizzes and exams. The 1950s could be called the advertiser's dream decade. This rising tide of consumerism was encouraged by the burgeoning medium of TV advertising, which in the 1950s was able to reach into the homes and minds of American citizens en masse for the first time. (Enter your ZIP code for information on American Experience events and screening in your area.). Manufacturers had found a highly productive method of reaching consumers through the television that they had not previously had. 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Critics contend that consumerism creates a narcissistic culture. Foreign visitors marveled at the lifestyle enjoyed by Americans, but this lifestyle had a dark future. Also a trained anthropologist, Hurston collected folklore throughout the South and Caribbean reclaiming, honoring and celebrating Black life on its own terms. Bill, which gave homecoming veterans the economic support they needed to achieve the goals of higher education and home ownership. Stores like E.J. In 1951, Kemmons Wilson, a homebuilder in Tennessee, took his family on a car trip to Washington, D.C. Day after day, he faced the problem of finding a decent place for his family to spend the night. } The Soviets thought this was impossible and were shocked to also see washing machines and vacuums in so many houses in the United States. Your email address will not be published. As a member, you'll also get unlimited access to over 84,000 The rise of consumerism in the 1950s gave a new meaning to the concept of the American Dream. Marketers studied their buying habits on behalf of businesses and created advertising for everything from clothing to music. Gender Roles in the 1950s History & Impact | What are Gender Roles? There are, obviously, some standard modes of practice that are tried and true. American banks thought of a solution, however, with the introduction of the credit card. Mass-marketed, inexpensive LP's or 45's. Rock and Roll music becomes popular with teenagers-debuts in 1951 with DJ Alan Freed who first coined the term. Pent-up consumer . 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. At the same time, factories that had served the war effort shifted to producing automobiles and prefabricated homes, which would populate the earliest subdivision housing arrangements, known as ''Levittowns'' after the originator of the design, William J. Levitt. The end of World War II signaled the end of a thrift-based consciousness that Americans had held since the Great Depression. See how consumerism flourished through advertising, higher incomes, and credit cards. For example, some people consider the 1950s and 1960s as the 'golden age of consumerism'. Popular destinations included the multitude of drive-in movie theaters and carhop restaurants that appeared almost overnight. By the end of the 19th century, mass production had led to a retail boom, with the average citizen able to afford store-bought goods for the first time and finding them in large quantities in storefronts, mail-order catalogs, and department stores. Consumerism and innovations had a large role throughout the time periods. Many materials and resources such as metals and other raw materials would be dedicated to the war effort and left civilian citizens without. However, the economic benefits of having so many people employed were obvious, and even more apparent as the first soldiers started to return from overseas and look for work. Some stores lured women in the promise of a luxurious shopping experience coupled with fancy decorations and goods while other stores sold large amounts of goods at lower prices with no luxurious finishes. To unlock this lesson you must be a Study.com Member. Tupperware also helped fulfill the postwar desire for consumer goods. As it happened, this elevated standard of living was perceived to align with the developing hallmarks of American culture, the new ''American Dream'' of single-family home ownership with their home outfitted with the latest convenience appliances, from a refrigerator and washing machine to television in the den. In 1951, TV earned $41 million in advertising revenue, a small fortune by today's multibillion-dollar figures. The Great Society Programs & Lyndon B. Johnson | What was the Great Society? The 1950s were considered both The Golden Era of 3D Cinematography and the Golden Age of Television. JFK's New Frontier Speech & Program | What was JFK's New Frontier? Ad agencies helped their TV-sponsor clients pick the shows that would air and decide on the content. 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. She is certified in Middle Grades Social Studies, Science, Language Arts, and Math, and has 9 years of teaching experience in these fields. Consumerreports.org. But behind the myth of the games creation is an untold tale of theft, obsession and corporate double-dealing. RMT17J1D - 1955 magazine advert advertising TWA travel guides to Europe. Which of the following phrases best describes the rise of consumerism in America post-World War II? In 1955, GM became the first U.S. corporation to earn more than $1 billion a year. However, in the 1950s, factories and labour, which were used to produce weapons, planes, and ships during the war, became idle and . Another new service industry, the motel chain, was inspired by a summer driving trip. Movies, records, and television spurred sales of products through advertising and product placement. 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. By the end of the decade, advertisers were relegated to buying airtime. It's funny to me how these two time periods - a mere ten years apart - could be so different in approach. 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. The industrial structures that had first given rise to mass production in the late 19th century and been amplified by the need for rapid manufacture of goods for the war effort during the 1940s were now repurposed to provide luxury goods and convenience items for the rising American middle class. CREATIVE. Monopoly is Americas favorite board game, a love letter to unbridled capitalism and our free market society. Measures of the G.I. copyright 2003-2023 Study.com. Merchandising and Promotion Systems in the Film Industry. A new wave of consumerism swept across much of the population of the United States during the 1950s. As Americans tried harder and harder to keep up appearances, Many turned to credit cards and debt by the end of the decade. The postwar economy had rebounded. Post-war consumerism reflected the traditional values promoted by politicians and popular culture. Radio's golden age in the 1940s and TV's golden age in the 1950s both took place when advertisers were creating or heavily involved with the production of most of the programs. Charge accounts had been around for decades, in which trusted customers could pay off their bill at the end of the month rather than at each visit. Advertising also contributed to radio's and TV's most successful eras. 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