The 1950s, "The refridgerator, a key element in the new standard of comfort, rose from 44% to 91% of households, and of course TV increased from next to no homes to 61% over the same period." (Cross) . Families would meet these needs by purchasing things on credit. By 1959, there were 100; by 1975, 1,700. Enrolling in a course lets you earn progress by passing quizzes and exams. (Enter your ZIP code for information on American Experience events and screening in your area.). And advertisers were relentlessly urging consumers to "buy, buy, buy," writes Young. 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. Driven by a thriving postwar economy, designers utilized bold styling to transform everyday objects into visually expressive items, and manufacturers unleashed an array of products to keep pace with demand. The discussion focuses on the interplay between consumerism at home and consumerism on screen - the 'decadence' which so incensed Murrow. | Red Scare & McCarthyism, American Women in the 1950s | Womens Rights & Feminism in the 1950s, Effects of the Civil Rights Movement in America | Influences & Changes, What is Consumerism? After World War II, consumer spending no longer meant just satisfying an indulgent material desire. One of the benefits of the new suburban lifestyle of the 1950s was that. 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. Consumers were able to see images accompanied with sound upon a screen. Ray Kroc was an American entrepreneur best known for expanding McDonalds from a local chain to the worlds most profitable restaurant franchise operation. Critics contend that consumerism creates a narcissistic culture. Cars and TVs Consumer culture in the 1950s was built on the idea of the American Dream, that a family would consist of a father who worked outside the home, a mother who was a homemaker, and 2-3 children. 2000. The Great Depression tossed many from a previously fruitful decade into a period of austerity. 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. The whole family could gather around to watch a program and talk about it without the movie theater fees. In the U.S., far-reaching advertising trends were established in the cultural and economic environment of the 1950s. Its amazing to see how much the visual aesthetic evolved as a result of the changing times. Millions of servicemen had received the GI Bill, a pathway to higher education and low-interest loans for houses and businesses. Stores like E.J. Hugo Black, John Dewey, and others talked about the importance of consumption. Measures of the G.I. Your email address will not be published. There is such a thing as a bad call to action The goal of any page on a website, whether it's the What is design thinking and why is it so popular? Around town, teenagers took to cruising, a social fad that involved simply driving from one location to another. Movies would offer double features for the price of one and products could be paid for in installments. All rights reserved. These advertisements used animated mascots and celebrity endorsements to highlight the appeal of an array of mass-produced goods, as well as television programs such as Leave it to Beaver that portrayed the idealized American family. 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. New York: Business Expert Press. In 1955, cartoon characters Snap, Crackle, and Pop jumped around and sang about the joys of eating Rice Krispies. 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. Government efforts placed this ideal in reach of the average veteran through measures like the G.I. Advertising and Consumption Norms The fact that the profits of capitalist firms in general are enhanced when increased Prosperity seemed like a sure thing. Create your own unique website with customizable templates. People also view consumerism negatively due to its impact on the environment and the welfare of the human laborers involved in the manufacturing process. and sexuality from early television advertising (1950s) to current times. The television was now a common household staple and the advertising opportunities seemed endless. With the war ending and families being reunited, a huge increase in population erupted: The Baby Boom. This would allow for middle class and even some working class citizens to consumer more luxury goods. 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 1950, Coca-Cola launched its first television ad campaign using animation and celebrities to endorse their product. Tupperware culture is infused with the rhetoric of positive thinking manuals, a genre of writing with a long history in the United States. The heyday of the full service gas station reached its peak in those post World War II years. Ajax Cleanser's pixies and marching spark plugs and sausages appeared in early '50s ads. 211 lessons. In an unprecedented boom in auto tourism, more than 61,000 motels were constructed by the early 1960s along Americas highways and byways. 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 . Unlock the full power of Audience Targeting. 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. As the majority of Americans came to depend on cars for transportation, they demanded more and better roads. 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! This consumerism was driven by advertising, designed to make people want more things, better things, and newer things. Concepts of "the future" shaped the 1950s experience in many ways: In the late 1940s and early 1950s, when Walt Disney was making plans for a safe and clean family park, amusement parks had a . Between 12th and 14th Streets Advertisers began a slow trek to TV by the early 1950s. . I would definitely recommend Study.com to my colleagues. While the decades were similar in heightened . 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. Americans were finally able to spend on items they wanted and needed. And, as political, social, and economic dynamics shift, so do the ways in which we consume media and interact with brands. 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. The economy in the 1950s experienced one of the biggest economic booms in US history. JFK's New Frontier Speech & Program | What was JFK's New Frontier? After WWII, consumption increased dramatically and the utilization of the television did as well. If inflation pushes prices up, the index measures by how much prices went up. His slogan was,"Save 5 cents, serve yourself, why pay more?" Purchases could be made on "time." And in fact, the Marshall Plan was passed to help rebuild many of these countries. Television and consumerism In the 1950s the nature of advertising changed, and new critiques of advertising and consumption emerged. In 1947 Frank Urich had a different idea on how to get gas customers. Advertising to children and other groups Advertising in public spaces Consumerism and social status. 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. 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. rejecting consumerism, the economy would face very serious difficulties. 2009. Television and automobile sales skyrocketed in the 1950s. In 1948, GM signed a historic agreement with the United Auto Workers union. Cigarette sales dropped only 6% by 1933 and rose 22% over 1929 levels by 1936 (Cross). Americans spent their money on cars, televisions and other modern appliance, Library of Congress, Sign up for the American Experience newsletter! Get unlimited access to over 84,000 lessons. Today, the system has about 45,000 miles of highway. March 01, 2023. From tabletop jukebox selectors and portable record players to battery-powered robots and space-themed lunchboxes, this exhibition presents examples of products driven by the rise of consumerism during the 1950s. 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. At Frank's place you could get in and out in a flash. The number of consumer goods increased as businesses refined their mass production techniques to produce good more cheaply and efficiently. Television fitted well into the home, as a simpler, cheaper, and more convenient family leisure activity. In economics, industrial production levels led to an increase of goods and services. The 1950s were considered both The Golden Era of 3D Cinematography and the Golden Age of Television. Plus, get practice tests, quizzes, and personalized coaching to help you During the Consumer Era, production boomed and consumerism shaped the American marketplace, which spread from cities to suburbs. His place became very popular, especially among the men. The products sold on TV defined the '50s. TV lamps glowed atop television sets while families ate pre-packaged TV dinners on Melamine trays. 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. This was all actually really shocking even to the advertising executives who were making money off of the new commercials. Program content was secondary, unlike with radio. Americans invested in items based around home and family life. With the massive growth in suburban populations, automobiles were needed more than ever, and were within reach for many first-time buyers. Within this time frame of 1930 to 1960, discount stores targeting shoppers who wanted good products for good prices were created. And sausages appeared in early '50s ads in 1948, GM signed a historic with. A slow trek to TV by the early 1950s money off of the 1950s were sometimes referred to as advertisers... 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