Consumerisum in the fifties

 Consumerisum inside the 1950’s Dissertation

Wilks 1 Stephanie Wilks His 1050 Sec 201 Apr 10, 2010 Roland Marchand and Kelly Schrum: Crucial Analysis of Consumerism Content WW II American was a place full of optimism and fear. The American persons had made it through 20 years of depression and war to look for new prosperity and a rise in mass development of goods and services that improved quality lifestyle. This intended better occasions for Us citizens, but fears over the Cold War, threat of an evermore intrusive American government and loss of individualism existed as well. These excessive expectations and anxieties enjoyed a great deal in to how people consumed. Sooner or later these factors combined with hostile advertising advertising, with the help of media (mainly TV), led to the emergence of any whole new marketplace, teenagers. In Roland Marchand's " Dreams of Classlessness” and Kelly Schrum's " Making the American Girl”, the authors discuss the factors just like, effects of television set, mass usage, and elevated income, which led to the brand new markets and a few of the problems that came from that. In " Visions of Classlessness”, the main point that Marchand's make is the fact after WW II American people envisioned a society where course was no much longer an issue. Everybody would be by using an equal level with the same opportunity to accomplish as much as they wanted to. Instead of this " dream of a technological utopia” (Marchand, 102) becoming a reality, " the postwar world bought bureaucratic complexity, frosty war insecurity, and a shrunken perception of individual mastery” (Marchand, 98). These types of feelings cause people to use popular tradition to have a feeling of

Wilks 2 personal control. Well-known culture performed to give a feeling of classlessness, or perhaps homogeneity while Marchand describes. Radio, newspaper publishers and television set, " a more powerful agent of of common well-liked culture” (Marchand, 99), performed to " nationalize and homogenize” (Marchand, 100) the American individuals to make everyone believe that they as well were driving a new influx of abundance, even if they really...

Mentioned: Marchand, Roland. " Dreams of Classlessness". Major Problems in American History As 1945. Eds. Paula Baker and Robert Griffith. 3 rd ed. Boston: Houghton Mifflin Company, 3 years ago. 97-109. Print out. Marchand, Roland. " Producing the American Girl". Major Problems in American Record Since 1945. Eds. Paula Baker and Robert Griffith. 3rd impotence. Boston: Houghton Mifflin Business, 2007. 109-123. Print.


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