Post on 09-Feb-2016
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ROARING TWENTIES
Rise in Consumer Culture
WARM UP: CONSUMER CULTURE
Consumer Culture: a society that views the consumption of a large quantities of goods/services/resources as being positive for the economy and a source of personal happiness.
I consume (use/utilize/eat) the following products/goods on a daily basis…I feel…when I consume (buy/use)…One connection I can make to consumerism in the United States today is…
laissez-faire economics
Hands-Off (No Government regulation)
Presidents Harding and Coolidge
believed “The business of America is
business”
REPUBLICANS IN CHARGE 1920-1932
President Harding worked to get US
out of recession efficient government reduced government spending
Renewed prosperity
Prices dropped for consumers (buyers)
PRICES DROP
ECONOMIC BOOM
New business techniques assembly lines mass production = prices advertisingcredit
Rise of new industries AutomobileMass communication: Radio and motion pictures
ADVERTISEMENTSPartner Work
Approximately how many advertisements are in the first twenty pages of the magazines?
What products/goods or services are the advertisements encouraging you to consume (buy and use)?
Do you notice a trend in the advertisements?• What type of rhetorical devices do they use?
WARM UP:ROLE OF ADVERTISING
Advertisers try to persuade me to buy their products by.....I am convinced to consume products sometimes because…
ECONOMIC PROSPERITY: TIME TO BUY!
Between 1923-1929 earnings/wages increased Government Regulated: 8 hour work days, leisure time
Spending more money • Feels good to purchase • Buying = happiness
MASS ADVERTISINGCreate “needs” for new inventions and encourage consumption.
• Appealing (visually and words used)• Persuasive messages• Linked their products with qualities
associated with the modern era: progress, success
1920’s The US has the highest standard of living in the World
BUYING ON CREDIT
credit: an agreement to buy something with borrowed money and pay back the loan over time. installment buying: buyer (consumer) puts
a down payment on the product and agrees to pay the remaining amount in monthly installments. If the buyer (consumer) does not make payments the seller can reclaim/repossess the product
PRIMARY SOURCE ANALYSIS
Read primary source #1 and annotate
According to the source, what did consumers do in the past when they couldn’t afford to buy any more products?According to the source, what do consumers do in 1929 do when they can’t afford more products?Why is a bill on credit larger if you wait to pay it?
PRIMARY SOURCE ANALYSIS
Read Primary Source #2
According to the source, what two products did many people buy on installment (credit)?
According to the source, why would consumers have to reduce/lessen their purchases?
EXIT SLIP
Why and how did the United States experience a rise in consumerism during the 1920’s?