The Consumer Economy and Mass Entertainment
One of the most marked changes in the American 1920s was America’s shift into a consumer society similar to the one we have today. By the end of the 1920s, America’s racial and cultural tensions began to dwindle as Americans became overwhelmed with a mass of new technological products. One of the most significant of these technological advancements was the rise of the automobile. In 1921 and 1925, after Henry Ford developed the assembly line, he was able to cut the cost of his automobiles six time to just $290. Alfred Sloan, the president of General Motors from 1923 and 1941, became the world’s largest automobile maker, not by implementing an assembly line, but by changing the way he advertised and marketed, a common theme of the 1920s. He made emphasized certain cars as more prestigious, knowing that people would pay more for the status, and implemented creating new models every year so that car owners would be persuaded to trade in their old cars and buy new ones for the sake of evolving fashion. Between 1919 and 1929, the amount of cars rose from 6.7 million to 27 million. This changed every day American life by allowing individuals and families to take day trips, bond through evening rides, and travel easier. Between 1920 and 1920 the miles of roads in the United States increased from 369,000 miles to 852,000 miles. However, they also caused pollution, congestion, and 30,000 deaths a year. The automobile, telephone, and electricity became symbols of America’s new consumer economy. Two-thirds of American households had electricity by 1930, bringing with it the rise of electric appliances including refrigerators, washing machines, vacuum cleaners, and toasters. Clothes production also saw a marked rise as standard sizes were implemented, causing companies to be able to mass produce clothing. With no copyright on clothing designs until the 1950s, American companies were able to reproduce European fashion with cheaper materials and sell them for cheaper throughout the United States. America’s eating habits also shifted from mostly homemade and often home-grown foods to readily available, ready-to-cook canned and frozen food. This made food production much quicker for the producers and much easier to make for the consumers. Americans also began eating fewer breads and starches and more fruits and sugar, which resulted from innovations in food processing. Automobiles, telephones, electrical appliances, clothes, and food were all heavily marketed for the first time in American history. Before the 1920s, most advertises were simply print, with no catch phrases or pictures. In the 1920s, companies hired psychologists who created slogans, built up brand recognition and loyalty, used celebrities to advertised, and marketed to the American hunger for luxury and prestige. Americans were surrounded by bright billboards and colorful packaging to add to the I-want hysteria of the American 1920s. "The Jazz Age: The American 1920s, The Consumer Economy and Mass Entertainment." Digital History. Digital History, n.d. Web. 9 Dec. 2016.
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