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1920-The New Consumer Culture

History Assignment
by

Disha Mishra

on 29 April 2013

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Transcript of 1920-The New Consumer Culture

Consumer Culture After the War Media in 1920 Crash in the Stock Market Telephones in the 1920s Consumerism and Technology Time magazine made debut in March 1923, as first shortened weekly magazine
Music had a fast tempo and was rhythmic
Jazz (sax, brass, piano etc.)blend of European and African music radio's success was used as a tool for mass communication by advertisers,as it reached out to a larger audience
Many non-English speaking immigrants listened to the radio to familiarize themselves with the language and customs
Use of psychology in ads was dominant, emphasizing the need for self-improvement or to be fashionable
Great advertising had the power to bring instant success to businesses or save discredited products
Print advertising started using realistic and bold graphics and photographs instead of soft illustrations
celebrity endorsements of products were used to get people to purchase products Black Tuesday: October 20,1929

marked beginning of The Great Depression
panicked sellers traded nearly 16 million shares on the New York Stock Exchange, which was four times the normal volume at the time, and the Dow Jones Industrial Average fell -12%
stock market collapsed and prices went down
people were rushing to convert stocks into cash; stock values dropped Luxuries 1920's-The New Consumer Culture "The Great Depression"

unemployment rose to 25%, wages fell 42%, economic growth fell 50%, and world trade dropped 65%
people were rushing to convert stocks into cash; stock values dropped
people who had not invested in stock market also lost money, as banks used their money on the stock market
Canada increased taxes to save domestic businesses
regions hit hardest were those dependent on farming, mining, logging In the 1920s, Coca Cola used beautiful ladies in their ad posters. Their slogan back then was, "Delicious and Refreshing." Now, in the 2000s, Coca Cola has put emphasis on happiness and feeling good after drinking Coca Cola. Their slogans have changed to, "Open Happiness," and "the Coke Side of Life." Candlestick telephones were used in the 1920s. They were also known as desk stands, uprights, and stick phones.

In the early years of telephones, connections between them were made manually. Wires from domestic telephones and public telephones were carried above ground to a telephone exchange. A worker would connect people to other telephones using junction boxes, plugs and sockets.

Telephone exchanges had only one operator, who would work at a single switchboard in the local post office.

Calls were quite expensive back in the day, which was why businesses were larger users of telephones.

Candlestick telephones were made out of wood, brass, nickel plating, etc. Candlestick telephones featured a mouth piece (transmitter) mounted at the top of the stand, and a receiver (ear phone) that was held by the user to the ear during a call. Automobiles in 1920s By the late 1920s, the automobile had firmly established itself as the newest and most popular method of road transportation.

In 1920, cars had many technical advances which improved the functions of the automobile. The braking system of the cars improved. As a result, cars became more powerful and traffic increased. For the first time, cars had mechanical brakes on all four wheels.

Cars were still quite basic, however, there had been improvement. Cars had advanced enough in terms of style, speed and beauty, with high levels of comfort and safety. Crossley cars in the 1920s. Canada`s economy was expanding rapidly
Canadians were earning more money which meant more buying power
Canadians started buying more consumer goods then before, which helped fuel the expansion of Canadian industries
new resources were discovered and mined in Canada`s northern regions
new trade agreements and partnerships with the US tied Canada closer to the US economy The Consumer Revolution North American industries had peacetime productions
techniques of mass production made consumer goods available in North America at affordable prices
average take-home pay grew rapidly after the war
Canadians enjoyed the second highest living standard in the world
consumerism involved the belief that a continuing increase in the consumption of goods is beneficial to the economy and hence for the culture New Products and Mass Marketing Wartime technology helped to create technological inventions
all kinds of specialized products, new gadgets, and games

Examples: long-playing record, digital computer, nylon, cellophane, jet airplanes, aerosol spray cans, and electric type writers

television was the most important product, as it influenced the way people communicated, how they looked and acted
advertising was big and helped promote products through the media Credit Cards Originated in the US in the 1920s
The inventor of the first bank issued credit card was John Biggins of the Flatbush National Bank of Brooklyn in New York
Credit cards were first promoted to travelling salesmen for use on the road
An automatic way of offering credit to a consumer
One of the primary forms of completing a purchase transaction in most retail businesses of credit cards
Credit cards weren`t always made of plastic: there had been credit tokens made from metal coins, plates, celluloid, fiber and paper •
More inventions were made in order to make life easier
Technology improved immensely
Money became more and more essential
Countries were redeveloping and people needed jobs
Consumers continued to want more products What is consumer culture? Consumer culture is a culture that defines itself through the consumption of goods The 1920's, upon coming out of the war, was the turn of the century Consumerism was built upon the 1920's as many things had changed. It was the turn of the century; consumer culture was booming, notable inventions were being made, and it was considered a happy time BIG CHANGES
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