During the 1950s, Americans were praised for spending their money on materialistic items. They no longer had to save their money for items necessary for living. They were encouraged to splurge by their government and by advertisements now seen everywhere. Putting their money back into the economy made them American. Several inventions took place during this time, focusing on making the average life of an American easier and more efficient. With more people with electricity in their homes and moving to the suburbs, there was a need for products to modernize. Household items were very popular during this time. Things like cars, washing machines, television, toasters, vacuums, refrigerators, and stoves were all in high demand. Products were marketed a certain way so that consumers felt as they were living the American Dream and had economic opportunity. Historian Elaine Tyler May believes that, “the federal government and the American people saw the new consumerism as a way to reemphasize class differences while stressing traditional gender roles. With the things that defined "the good life" within economic reach, working-class people could achieve the upward mobility they craved”. Credit cards were also made during this time period, so consumers could buy products faster and easier.
This video discusses the change in the economy and in society. Consumers now had more money to spend freely, and were encouraged to spend on materialistic items. the more consumers spent, the better citizen they would be considered. |
A summary of consumerism during the 1950s. Everyone still wanted to be in a state of affluence, like in the 20s, but more people were middle class instead of all upper class .
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An add for a refrigerator highlights the appearance of the product because people were becoming more materialistic.
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This is an ad for a GE refrigerator. The ad appeals to consumers desire to buy. The refrigerator will make their life easier and if they buy it now, it will be inexpensive due to a liberal allowance and credit terms.
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