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Chapter 27
The Post War Boom
Readjustment after the war GI Bill goes in to effect Housing crisis Redefining the family Economic adjustment in post war
economy
People begin moving to the suburbs
The 1950’s and the American Dream
Business began to change Conglomerates
A major corporation that owns several businesses that are not related
AT&T Xerox General Electric Proctor and Gamble R.J. Reynolds General Foods
Franchise A business that
sets up several stores selling the same products in different locations
McDonalds was one of the first
McDonald brothers sold the franchise rights to ray Kroc
The Baby Boom
The Baby Boom Era Advances in Medicine
Dr Jonas Salk – Polio Vaccine Dr. Benjamin Spock – Common Sense Book of
Baby and Child Care
Toy sales – $1.25 Billion 10 Million new Elementary school
children – In California, A new school opened every 7 days
Women’s roles Women began to work outside the
home They were bored with the stereotypical
female role The Feminine Mystique – Book
describing the problem with stay at home moms
1960 – 40% of women with children ages 6 to 17 worked outside the home.
Consumerism – Buying of material goods.
Planned Obsolescence Items were built with a shelf life
and designed to tear up after a short time period do the consumer would need to buy more.
People began buying items on credit – The Diner’s Club issued the first credit card in 1950 and the first American Express card in 1958
Advertising Boomed 1950 - $6 Billion in Advertising 1955 - $ 9 Billion in advertising Television became the medium of
choice 1941 – 1 minute of TV time cost $9 1960 - $ 1.6 Billion spent on TV ads
alone 2001 – 30 seconds of airtime during
the Super bowl cost $2.2 Million
Mass Media 1948 – 9% of American Homes had
access to TV 1950 – 50% of American Homes
had TV 1960 – 90% of homes had
Television, Approximately 45 Million FCC Federal Communications
Commission TV Dinners
Rock “N” Roll
JAZZ
Social Unrest Persists 1946: Truman created a
President’s Commission on Civil Rights
April 15, 1947: Jackie Robinson breaks color barrier in MLB.
July 1948: Truman issues executive order for integration in military, etc…
Election of 1948 Dixiecrats nominate
Strom Thurman for president (protest candidate)
Republican candidate: Thomas Dewey
Truman wins in upset
Truman’s economic program: Fair Deal