The Rise Of Consumerism During World War II

When World War I ended on November 11, 1918, President Warren G. Harding proposed “a return to normalcy”. This promised a return of the United States prewar mentality, without the thought of war contaminating the minds of the American people. With this in mind, the 1920s began- but Americans in the 1930s witnessed dramatic changes in their lives from the 1920s. The 1920s was a period of prosperity and economic success, while the 1930s was a time of economic downfall. The economy fluctuated between times of great prosperity and times of undoubtable depression. Following these economic downturns was a period of rigorous attempts to recover from severe economic loss. It did not take long for this economic hardship to lead to some more

Once working citizens had started to receive higher salaries, they could afford more and nicer items than they would have otherwise. According to Daily life… (Kaldin, 2000) the average working man could buy a split-level house on display. In one year, the overage woman bought nine dresses and suits and 14 pairs of shoes. New appliances had also been invented during the 1950s. These appliances were simple in design with basic designs that reflected a new style of European modernism. The 1950s brought a “populux age “to America- a time when every appliance had handles or was easy to lift. Because of this, most appliances and technology could be moved around the house. This was just one of the advances in

In the 1950’s American families went through several changes, some of which were positive and beneficial. There were many new technological breakthroughs. Additionally, new forms of entertainment created a generational divide between young people and adults. Americans entered a period of postwar abundance, with expanding suburbs, growing families, and more white-collar jobs. The average income of American families roughly tripled. Thousands of families rushed to buy the inexpensive homes. New suburbs multiplied throughout the United States. Affordability was the key reason most Americans moved to the suburbs.

Living the American dream was a part of the road to Suburbia. As soldiers were returning home from the wars, births were reaching record highs known as the baby boom. Just in the year 1957, a total of 4,308,000 babies were born.4 Desiring large families and great economic prosperity, the women’s role as mother and homemaker were built-up in movies and television and magazines. Ultimately, with additional “leisure time” at home, Americans bought televisions, nice record players, lawn mowers and other electronic products. Manufactures and advertising agencies jumped at the opportunity to profit on consumerism. “More and more, ad executives and designers turned to psychology to create new strategies for selling. Advertisers appealed to people’s desire for status and “belongingness” and strived to associate their products with those values.”5 The Baby Boomers that began the consumerism in the mid-1950’s socially altered the United States then and still do

Through the major influences of mass consumption within domesticity roles in Australian and American families, materialistic items including the family car and the introduction of the television where perceived as the central element of the family during the post-war period. Within America during the 1950’s, there was a sudden rise of new home building causing a major influence within the economy as families, especially middle class families were receiving an improved income under the leadership of President Truman , allowing families to indulge in materialist items including the family car. Through Cold war threats and anxieties American ideas of domesticity where shaped around the concept of the American dream which was expressed within American film, television and literature to ease these pressures .

When Korean veterans returned from the fighting, everyone was overjoyed to be reunited with their loved ones after two huge, deadly wars.

The Business Dictionary defines consumerism as the “continual expansion of one’s wants and needs for goods services” (2016). Despite consumerisms current negative connotation, according to Dictionary.com the term itself originated with a more positive economic connotation in the early 1940s on the basis that consumerism inspired growth (2016). This concept of continual desire for the “latest and greatest” first became popular in the 1920s. Americans were tired of the strict rationing of World War I and were ready to begin spending money again. As production rose in efficiency and capacity, thanks to improvements made during the war, there was plenty to be sold. “By the 1920s, America was a society in which many men and women could afford

The decade following World War I proved to be the most explosive decade of the century. America emerged as a world power, the 19th amendment was ratified, and the expansion of capitalism welcomed the emergence of consumerism. The consumer era was established, which generated new spending opportunities for most Americans in the 1920’s. From the latest fashions to the world of politics, ideologies collided to construct a society based on contradicting principles. These powerful ideologies infected men and women of all classes with an inescapable desire for material possessions; however this ideological tug-of war affected women the most. Although legally declared citizens, society’s

During World War II the United States began to manufacture war materials to support its allies through lucrative government defense contracts as automobile factories like Ford and General Motors put aside their usual business operations and began to produce tanks and airplanes, shipyards too expanded their operations . The demand for war equipment naturally increased the demand for labor and as a result helped pull the American economy out of the grips of the Great Depression. Then as the unthinkable happened, on December 7, 1941, Japan bombed Pearl Harbor, which drew many young American men into the battlefield.

When WW2 came around the US needed soldiers and they called on African Americans and over 2.5 million African American registered for the draft. The US didn’t expect slaves to be into fighting. A woman wasn’t allowed to fight in the army back then but they didn’t give up. Black women also came to the defense of the nation by enlisting in the Women’s Auxiliary Army Corps (WAAC). Black women in WAAC were labeled “ten percenters” because they made up 10 percent of the women recruited. In the economic arena, the war ended the Great Depression. Military spending that began in 1940 to bolster the defense effort gave the nation’s economy

The 1950s is described as the “‘golden age’ of capitalism,” where a comfortable standard of living became accessible to many new, middle-class Americans (991). According to Foner, “the official poverty rate, 30 percent of all families in 1950, had declined to 22 percent a decade later”(991). The poverty rate declined as more Americans entered white-collared jobs with increased wages. Essentially, the “American standard of living” during the 1950s was characterized by the ability of citizens to participate in the mass consumerist society; this was only possible through an increase in income. Jack Straus, the chairman of the board of Macy’s stated “‘The consumer is the key to our economy...The luxuries of today are the necessities of tomorrow’”(Foner 994). The American economy was based off of consumers; “In a consumer culture, the measure of freedom

America had been a generally conservative nation with a population that avoided personal debt. However, this would all change during the decade known as “The Roaring Twenties.” This prosperous period embodied huge changes in the general lifestyle and culture of the American people as they embraced consumerism. However, during the 1920s the economy also faced numerous unfortunate events and unstable practices that would lead to one of the world’s worst economic crashes. There were many reasons for the economic downfall, including mass production and consumerism, excess credit and ‘playing’ the stock market, which led to the stock market crash in 1929.

When the citizens had bought all that they could buy, there was a decrease in demand. Suddenly, the industries had an excess of goods and no one to sell it to. At this point, the Fordney-McCumber Act began to cripple the economy of America. Other nations introduced high tariffs to boost their revenue and to spite the United States. Sadly for the United States, these high tariffs and low demand were instrumental in the depression that America experienced. When the stock market crashed on October 29th, 1929 or “Black Tuesday”, the united states, along with other nations were in economic turmoil and the widespread prosperity of the 1920s ended abruptly. The depression threatened people's jobs, savings, and even their homes and farms. During the heart of the depression, over one-quarter of the American population was out of work. For many Americans, these were extremely hard times. When Roosevelt was voted into office, he introduced the New Deal. While this plan tried to help the united states out of it’s isolationist rut, the second world war was the final solution. Mobilizing the economy for world war finally cured the depression. Millions of men and women joined the armed forces, and even larger numbers went to work in well-paying defence jobs.

During the 1950’s in people were concerned with the idea of consumerism which meant that society was constantly looking for the next best product to come on the market. This idea comes from people who are constantly buying more and

In fact, the United States had enjoyed an extended period of economic expansion during the war, and following the war the U.S. economy continued with great strength for more than a decade. Life in America, consequently, was arguably better than it had ever been. The middle class had swelled, unemployment rates were some of the lowest in history, and the “American Dream” was for many families a reality.