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. Consumerism is the theory that individuals who consume goods and services in large quantities will be better off. The United States was the world's strongest military power. Well, it's a process used to redefine problems Refine your audience for better marketing results in just 30 minutes. In 1947 Frank Urich had a different idea on how to get gas customers. Constitution Avenue, NW Providing great service when a customer pulled in would make your station stand out. 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. The postwar economy had rebounded. 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 agreement guaranteed that GM workers would receive regular wage hikes tied to a. Some economists believe that consumer spending stimulates production and. Meanwhile, American industry just needed some retooling to switch from wartime industries to peaceful pursuits. Historian Elaine Tyler May noted, "The values associated with domestic spending upheld traditional American concerns with pragmatism and morality, rather than opulence and luxury. Another new service industry, the motel chain, was inspired by a summer driving trip. TV became the driving force for advertising. Create your account, 14 chapters | It wasn't just the ruined countries of the world that the United States government was providing financial assistance to. He opened the first self-service gasoline station in Los Angeles. This department store took window shopping to a new level with a machine called the "Tell-it-to." New York: Alfred A. Knopf. Print ads, by contrast, were two-dimensional and static. . 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. 4-minute read. 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. With over two decades of experience, Roundpeg is an Indianapolis-based digital marketing agency specializing in local SEO, website design, and content development. such as gas stations, motels, and restaurants, which sprang up at interstate exits. Discover how post-WWII economic developments led to the trend of consumerism in American society. Animated figures such as Speedy Alka-Seltzer, Gillette's Sharpie the parrot, Mr. Clean and the Jolly Green Giant entertained TV viewers in later ads. American actress and singer Ann Blyth drinks a glass of milk in the kitchen of her home in Toluca Lake . 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). America was at peace once the conflict in Korea (1950-53) ended. The affordability of consumer goods was another critical piece of the ''American Dream'' lifestyle. If inflation pushes prices up, the index measures by how much prices went up. All this was to make your gas fill-up even more desirable and memorable. By the end of the decade, advertisers were relegated to buying airtime. Perhaps the most stereotypical of these was the automobile. Its like a teacher waved a magic wand and did the work for me. 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 . 2 Pages. | 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. Ray Kroc was an American entrepreneur best known for expanding McDonalds from a local chain to the worlds most profitable restaurant franchise operation. 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. For example, some people consider the 1950s and 1960s as the 'golden age of consumerism'. A new wave of consumerism swept across much of the population of the United States during the 1950s. All other trademarks and copyrights are the property of their respective owners. Americans also purchased refrigerators and radios. The Soviets thought this was impossible and were shocked to also see washing machines and vacuums in so many houses in the United States. Presenting case studies of well-known shows including Will and Grace, Birds of a Feather, Sex and the City and Absolutely Fabulous, as well as 'reality' television, this book examines the transformations that have occurred in consumer society since its appearance and the ways in . Foreign visitors marveled at the lifestyle enjoyed by Americans, but this lifestyle had a dark future. RMT17J1D - 1955 magazine advert advertising TWA travel guides to Europe. Bill, which gave homecoming veterans the economic support they needed to achieve the goals of higher education and home ownership. The target market were the millions surging into the middle class, and the preferred payment was credit, which was an important new development since the nation was prosperous, but not as prosperous as they may have believed. Many people downsized, because of necessity. This led to his special expertise: the influencing of consumer behavior by what he called the "engineering of consent." Bernays pioneered the mass marketing of fashion, food, soap, cigarettes . Consumerism is becoming the hallmark of most world economies. In 1950, Coca-Cola launched its first television ad campaign using animation and celebrities to endorse their product. 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! 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. The Great Society Programs & Lyndon B. Johnson | What was the Great Society? Just two years later, that figure rose to $336 million. 2003. This made life at that time an exciting time to be alive; this began the rise of consumerism. 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. Its economy was booming, and the fruits of this prosperity-new cars,. After World War II, Americans enjoyed expanded opportunities and material prosperity. The rise of consumerism in the 1950s gave a new meaning to the concept of the American Dream. Networks divided viewers into target audiences and advertisers spent large sums to promote their products. Advertising also makes newer forms of media both useful and accessible. 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. Advertisements were also very popular on the television. Save up to 30% when you upgrade to an image pack. Economist John Kenneth Galbraith argued that an unregulated marketplace resulted in private opulence and public squalor. Consumers would continue to buy when possible and advocate for more government involvement in the production and inspection of goods. copyright 2003-2023 Study.com. This era marked a high point of American productivity and a high standard of living. Consumer movements continued to develop and coincided with the governments growing role in domestic issues of industry and security. 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. In fact, the American consumer was praised as a patriotic citizen in the 1950s, contributing to the ultimate success of the American way of life. As Daily Life in 1950s America puts it, "along with rising incomes, easy credit, and fear of being left behind with outmoded products, aggressive marketing in the form of slick advertising campaigns fed the culture of consumerism." While some items found in the average home are still the standard to this day, other fads were just plain bizarre . 310 Words. 1950s Culture Advertising boomed in the 1950s because of America's culture at the time and TV's massive reach. 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 . Kevin has edited encyclopedias, taught history, and has an MA in Islamic law/finance. Consumerism and innovations had a large role throughout the time periods. The Federal-Aid Highway Act of 1956 and the growth of suburbs both . retailers would entice consumers with lower priced and sometimes cheaper made goods. succeed. Some were clean. Get unlimited access to over 84,000 lessons. New York: Columbia University Press. The golden era of advertising would cause some pretty massive controversies today. She is certified in Middle Grades Social Studies, Science, Language Arts, and Math, and has 9 years of teaching experience in these fields. 2. New York: Business Expert Press. I feel like its a lifeline. 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. 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