Politics of the Roaring Twenties Chapter 12

Politics of the Roaring Politics of the Roaring TwentiesTwentiesChapter 12Chapter 12

Section 1 – America Struggles with Postwar Section 1 – America Struggles with Postwar IssuesIssues

Section 2 – The Harding PresidencySection 2 – The Harding Presidency

Section 3 – The Business of AmericaSection 3 – The Business of America

http://ehistory.osu.edu/osu/mmh/clash/default.htm

Strange Era of Strange Era of ContradictionsContradictions

– Conservative v. LiberalConservative v. Liberal– Rural v. UrbanRural v. Urban– Depression v. Depression v.

ProsperityProsperity

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America Struggles with Postwar America Struggles with Postwar Issues Post War Trends Issues Post War Trends

Section 1Section 1 NativismNativism

– Prejudice against foreign-born peoplePrejudice against foreign-born people IsolationismIsolationism

– Policy of pulling away from involvement Policy of pulling away from involvement in world affairsin world affairs

Fear of CommunismFear of Communism– Red ScareRed Scare– Palmer RaidsPalmer Raids

ConservatismConservatism– Rise of the KlanRise of the Klan

Fear of CommunismFear of Communism Communism – Based on theories of Communism – Based on theories of Karl Karl

MarxMarx. Economic and political system based . Economic and political system based on single-party government ruled by a on single-party government ruled by a dictator. dictator. – Supports equalization of wealth.Supports equalization of wealth.– Elimination of Private PropertyElimination of Private Property– Government ownership of all means of Government ownership of all means of

productionproduction– TotalitarianismTotalitarianism– World Revolution of workers rising up against World Revolution of workers rising up against

the capitalist ruling class.the capitalist ruling class.– Creation of a Classless SocietyCreation of a Classless Society

Red ScareRed Scare

Americans became paranoid about the Americans became paranoid about the possibility that Communists or Socialists possibility that Communists or Socialists could take over our government, like could take over our government, like they had in Russia.they had in Russia.

Bolshevik Revolution in Russia in 1917Bolshevik Revolution in Russia in 1917– Leader: Leader: Vladimir LeninVladimir Lenin– Symbol: Red FlagSymbol: Red Flag

No real threat in U.S. – Communist only No real threat in U.S. – Communist only made up less than one-tenth of 1 made up less than one-tenth of 1 percent of the U.S. populationpercent of the U.S. population

See See Red ScareRed Scare in Hippocampus in Hippocampus

http://www.hippocampus.org/US%20History%2http://www.hippocampus.org/US%20History%20II0II

Palmer RaidsPalmer Raids

36 bombs were found in the US mail 36 bombs were found in the US mail addressed to important citizens, addressed to important citizens, including Attorney General including Attorney General A. A. Mitchell PalmerMitchell Palmer..

Palmer had thousands of suspected Palmer had thousands of suspected radicals arrested and many were radicals arrested and many were deported.deported.

Palmer had no real evidence against Palmer had no real evidence against most people he accused.most people he accused.

Sacco and VanzettiSacco and Vanzetti Italian immigrants who were charged with the Italian immigrants who were charged with the

murder of a paymastermurder of a paymaster No real evidence, both men had alibis but were No real evidence, both men had alibis but were

convicted and sentence to death anyway. Why?convicted and sentence to death anyway. Why?– Both were anarchists (Both were anarchists (what does this mean?)what does this mean?) and had and had

radical political viewsradical political views– ImmigrantsImmigrants– Draft DodgersDraft Dodgers

World-wide outrage and many protestsWorld-wide outrage and many protests 1961- New ballistics tests showed pistol found on 1961- New ballistics tests showed pistol found on

Sacco was the murder weaponSacco was the murder weapon Pardoned by Mass. Gov. in 1977Pardoned by Mass. Gov. in 1977 See Nativism and Racism in HippocampusSee Nativism and Racism in Hippocampushttp://www.hippocampus.org/US%20History%20IIhttp://www.hippocampus.org/US%20History%20II

http://ehistory.osu.edu/osu/mmh/clash/Imm_KKK/IndexImages/images/SaccoVanz.jpg

http://www.harwich.edu/depts/history/pp/20s/index.htm

Limiting ImmigrationLimiting Immigration Nativism is very strong in the 1920’sNativism is very strong in the 1920’s Emergency Quota Act 1921, 1924, 1929Emergency Quota Act 1921, 1924, 1929

– Set maximum number of immigrants from each Set maximum number of immigrants from each country. (3% - 2%)country. (3% - 2%)

– Number based on a percent of the number of Number based on a percent of the number of nationals living in the U.S. in 1910 and then 1890.nationals living in the U.S. in 1910 and then 1890.

– Discriminates against Eastern and Southern Discriminates against Eastern and Southern European groups, as well as, JapaneseEuropean groups, as well as, Japanese CatholicCatholic JewsJews

– Does not apply to Western Hemisphere Does not apply to Western Hemisphere immigrantsimmigrants

KU KLUX KLAN REBORNKU KLUX KLAN REBORN

Nov. 25, 1915 Nov. 25, 1915 Stone Mountain, GeorgiaStone Mountain, Georgia William Joseph SimmonsWilliam Joseph Simmons Started with 16 members and grew Started with 16 members and grew

to 4.5 million by 1924to 4.5 million by 1924 KleaglingKleagling- reason for sharp increase - reason for sharp increase

in membershipin membership– $4 out of $10 fee goes to recruiter for $4 out of $10 fee goes to recruiter for

each new member recruitedeach new member recruited

Reasons people join KKKReasons people join KKK Appeal to Belonging NeedsAppeal to Belonging Needs Secret Rites and PasswordsSecret Rites and Passwords Colorful NamesColorful Names

– Imperial WizardImperial Wizard– Imperial KleagleImperial Kleagle– Grand GoblinGrand Goblin– King KleagleKing Kleagle

Special CostumesSpecial Costumes Private Exclusive ClubPrivate Exclusive Club

– WhiteWhite– American BornAmerican Born– ProtestantProtestant– MenMen

Opportunity to express opposition to groups different Opportunity to express opposition to groups different than oneselfthan oneself

http://ehistory.osu.edu/osu/mmh/clash/Imm_KKK/IndexImages/images/WilliamSimmons.jpg

KKK Reform KKK Reform Organization????Organization????

Support ProhibitionSupport Prohibition Support NativismSupport Nativism

– Anti- ImmigrantAnti- Immigrant Oppose groups different than themOppose groups different than them

– Anti- CatholicAnti- Catholic– Anti- JewishAnti- Jewish– Anti- African AmericanAnti- African American

http://ehistory.osu.edu/osu/mmh/clash/Imm_KKK/IndexImages/images/burningcross1.jpg

Fall of the KlanFall of the Klan

Extreme violent actionsExtreme violent actions Major Klan leader convicted of rape Major Klan leader convicted of rape

and murderand murder Criminal ActivityCriminal Activity Irony: The regions in which the Klan Irony: The regions in which the Klan

was the strongest was not necessarily was the strongest was not necessarily the regions in which the groups they the regions in which the groups they despised were the most numerousdespised were the most numerous

Postwar TraumaPostwar Trauma

Soldiers reentering the job marketSoldiers reentering the job market Women forced out of the job marketWomen forced out of the job market Workers had been used to high wages Workers had been used to high wages

during wartimeduring wartime Economy slows down, but workers Economy slows down, but workers

wanted to maintain their standard of wanted to maintain their standard of living.living.

Workers resort to strikes to achieve Workers resort to strikes to achieve their goalstheir goals

Post World War I StrikesPost World War I Strikes

The strikes after war were The strikes after war were numerous numerous and violentand violent

In 1919 there were 3,000 strikes In 1919 there were 3,000 strikes involving 4 million workersinvolving 4 million workers

– Shipyard Workers StrikeShipyard Workers Strike– Boston Police StrikeBoston Police Strike– Steel Workers StrikeSteel Workers Strike– Coal Miners StrikeCoal Miners Strike

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Shipyard Workers Shipyard Workers StrikeStrike

Location: Seattle, WashingtonLocation: Seattle, Washington Workforce unique – almost totally unionizedWorkforce unique – almost totally unionized Demands: 10% pay increaseDemands: 10% pay increase Result: Result:

Spread city-wide Spread city-wide Labeled dangerous radicalsLabeled dangerous radicals State Militia called inState Militia called in Strike violently brokenStrike violently broken No raise and eventually shipyards shut downNo raise and eventually shipyards shut down

http://depts.washington.edu/labhist/strike/index.shtml

Boston Police StrikeBoston Police Strike Conditions: 12 hour days, $1100 to $1600 Conditions: 12 hour days, $1100 to $1600

a year, a must pay own uniform expensea year, a must pay own uniform expense Important People: Important People:

– Governor of Massachusetts - Calvin CoolidgeGovernor of Massachusetts - Calvin Coolidge Demands: Demands:

– Right to UnionizeRight to Unionize– Pay IncreasePay Increase

Results: Results: – The whole police force lost their jobs The whole police force lost their jobs

and were replaced.and were replaced. Boston Police coming out of a meeting after voting to strike. 1918http://www.ohwy.com/history%20pictures/bostpolicest

rike.gif

Calvin CoolidgeCalvin Coolidge

“ “ There is no right to There is no right to strike against the public strike against the public safety by anybody, safety by anybody, anywhere, any time.” anywhere, any time.”

Significance: Significance: – It put Coolidge in the It put Coolidge in the

National Spotlight and National Spotlight and helped to launch his helped to launch his Presidential bid. Presidential bid.

http://www.ohwy.com/history%20pictures/coolidge1.gif

SteelworkersSteelworkers StrikeStrike 350,000 Steelworkers across 10 states went 350,000 Steelworkers across 10 states went

on strikeon strike Demands:Demands:

– Better WagesBetter Wages– 8 Hour Work Day8 Hour Work Day– A UnionA Union

Results:Results:– Because the majority of workers were foreign born, Because the majority of workers were foreign born,

the companies played upon the fears of radicalism the companies played upon the fears of radicalism and immigrant labor taking U.S. jobs.and immigrant labor taking U.S. jobs.

– Strike busted with violence, arrests of workers, etc.Strike busted with violence, arrests of workers, etc.– Workers gained nothingWorkers gained nothing

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Coalminers StrikeCoalminers Strike Coal was the chief source of energy in Coal was the chief source of energy in

U.S.U.S. Demands:Demands:

– Pay IncreasePay Increase– Shorter HoursShorter Hours

Important People:Important People:– John L. Lewis – John L. Lewis –

leader of United Mine Workersleader of United Mine Workers Results:Results:

– Miners got 27% pay increaseMiners got 27% pay increase– Did NOT get shorter hoursDid NOT get shorter hours

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Labor Movement Loses Labor Movement Loses AppealAppeal

Immigrant labor was willing to put up Immigrant labor was willing to put up with poor work conditionswith poor work conditions

Difficulty in organizing immigrants Difficulty in organizing immigrants that spoke numerous languagesthat spoke numerous languages

Self-reliant farmers that came to the Self-reliant farmers that came to the city for jobs didn’t want helpcity for jobs didn’t want help

Exclusion of African Americans in Exclusion of African Americans in most Unionsmost Unions

The Harding PresidencyThe Harding PresidencySection 2Section 2

Political Climate in 1920Political Climate in 1920– Conservative MoodConservative Mood– Slowdown of EconomySlowdown of Economy– Weariness with the Wilson AdministrationWeariness with the Wilson Administration– Americans sick of the debate over the League of Americans sick of the debate over the League of

NationsNations Election of 1920Election of 1920

– Republicans: Warren G. Harding (Pres.)Republicans: Warren G. Harding (Pres.)

Calvin Coolidge (V.P.)Calvin Coolidge (V.P.)– Democrats: James M. Cox (Pres.)Democrats: James M. Cox (Pres.)

Franklin D. Roosevelt (V.P.)Franklin D. Roosevelt (V.P.)

Harding is Popular PresidentHarding is Popular PresidentPromises a “Return to Normalcy”Promises a “Return to Normalcy”

PositivesPositives– Cancelled inauguration galas due to poor Cancelled inauguration galas due to poor

economyeconomy– 11stst to allow visitors to tour the White House to allow visitors to tour the White House– Independently proposed legislationIndependently proposed legislation– Selected a good cabinetSelected a good cabinet– Very Honest (sort of)Very Honest (sort of)

NegativesNegatives– Didn’t discipline subordinates Didn’t discipline subordinates – Stood by his friends and were blind to their faultsStood by his friends and were blind to their faults– Valued friendship and wanted to be likedValued friendship and wanted to be liked– Failed to make decisions quickly or put them off Failed to make decisions quickly or put them off

completely (see quote page 420)completely (see quote page 420)

Harding’s CabinetHarding’s Cabinet

Andrew Mellon – Sec. of TreasuryAndrew Mellon – Sec. of Treasury Charles Evans Hughes – Sec. of StateCharles Evans Hughes – Sec. of State Herbert Hoover – Sec. of CommerceHerbert Hoover – Sec. of Commerce Harry Daugherty – Attorney GeneralHarry Daugherty – Attorney General Albert B. Fall – Sec. of the InteriorAlbert B. Fall – Sec. of the Interior

Most were selected to fit their Most were selected to fit their specialty, except Daugherty and Fall specialty, except Daugherty and Fall (Ohio Gang)(Ohio Gang)

Scandal Plagues HardingScandal Plagues Harding Harding administration one of the most Harding administration one of the most

corrupt in American Historycorrupt in American History– Veterans Bureau ScandalVeterans Bureau Scandal

Involved Charles Forbes, head of VB and friend Involved Charles Forbes, head of VB and friend of Harding, receiving kickbacks for Veteran of Harding, receiving kickbacks for Veteran Hospital Contracts and selling government and Hospital Contracts and selling government and hospital supplies to private companies. hospital supplies to private companies.

– Jesse Smith Suicide ScandalJesse Smith Suicide Scandal Involved a member of the Ohio Gang and Involved a member of the Ohio Gang and

personal aide to Attorney General, Harry personal aide to Attorney General, Harry Daugherty. Smith involved in illegal activities Daugherty. Smith involved in illegal activities and was to be banished to Ohio by Harding. and was to be banished to Ohio by Harding. Destroyed Papers and Committed Suicide. Destroyed Papers and Committed Suicide. Harding failed to investigate.Harding failed to investigate.

Harding’s Scandals Cont.Harding’s Scandals Cont.

Teapot Dome ScandalTeapot Dome Scandal– Involved the leasing of government owned Involved the leasing of government owned

oil rights without competitive bids by Sec. of oil rights without competitive bids by Sec. of the Interior the Interior Albert B. FallAlbert B. Fall

– Fall bribed by oil companiesFall bribed by oil companies– Eventually Fall is convicted and sent to Eventually Fall is convicted and sent to

prisonprison On the problems with his friends: "I have no On the problems with his friends: "I have no

trouble with my enemies," Harding told trouble with my enemies," Harding told journalist journalist William Allen WhiteWilliam Allen White late in his late in his presidency, "but my damn friends, they're the presidency, "but my damn friends, they're the ones that keep me walking the floor nights!"ones that keep me walking the floor nights!"

Harding’s Personal ScandalsHarding’s Personal Scandals

Infidelity and possible illegitimate Infidelity and possible illegitimate child.child.– Long-time affair with the wife of a friend, Long-time affair with the wife of a friend,

Carrie Fulton Phillips– Affair with a young women, Nan Britton, Affair with a young women, Nan Britton,

that claimed she had Harding’s child.that claimed she had Harding’s child.

Nan Britton

Carrie Fulton Phillips

Harding Dies In OfficeHarding Dies In Office

1923 Harding dies of possibly a stroke 1923 Harding dies of possibly a stroke or heartattack while returning from a or heartattack while returning from a trip to Alaska.trip to Alaska.

V.P. Calvin Coolidge was sworn in as V.P. Calvin Coolidge was sworn in as Pres.Pres.

Coolidge would run in 1924 and serve Coolidge would run in 1924 and serve until 1928.until 1928.

Harding’s contribution: Helped Harding’s contribution: Helped America readjust after WW I and had America readjust after WW I and had a calming effect on the nation. a calming effect on the nation.

Illusions of PeaceIllusions of Peace

Washington Naval ConferenceWashington Naval Conference– General Disarmament PlanGeneral Disarmament Plan– Major 5 Powers (U.S., Great Britain, Major 5 Powers (U.S., Great Britain,

Japan, France, and Italy) scrap many Japan, France, and Italy) scrap many large warshipslarge warships

– Build no more warships for 10 yearsBuild no more warships for 10 years

http://www.state.gov/r/pa/ho/time/id/88313.htm

http://www.harwich.edu/depts/history/pp/20s/img105.jpg

For full report click on link below

Illusions of Peace Cont.Illusions of Peace Cont. Kellogg-Briand PactKellogg-Briand Pact

– Ban war as an instrument of foreign and Ban war as an instrument of foreign and national policynational policy

– Proposed by Briand, French Minister, to Proposed by Briand, French Minister, to Frank B. Kellogg, U.S. Sec. of State.Frank B. Kellogg, U.S. Sec. of State.

– Kellogg receives the Nobel Peace PrizeKellogg receives the Nobel Peace Prize– Expanded to include more than 60 nations Expanded to include more than 60 nations

by 1928by 1928– Not very realistic – If a country wishes to go Not very realistic – If a country wishes to go

to war they will. Example: Hitlerto war they will. Example: Hitler

Frank B. Kellogg

Aristide Briand

High Tariffs and ReparationsHigh Tariffs and Reparations

Fordney-McCumber TariffFordney-McCumber Tariff– Raised tariff to 60% (highest ever)Raised tariff to 60% (highest ever)– Hurt British and French efforts to sell goods Hurt British and French efforts to sell goods

in order to raise enough money to pay off in order to raise enough money to pay off debtdebt

Dawes PlanDawes Plan– Charles Dawes – American BankerCharles Dawes – American Banker– Reparations Debt Triangle- arranged to Reparations Debt Triangle- arranged to

have U.S. Loans repaid with its own money.have U.S. Loans repaid with its own money. Loan $$$ to Germany to repay France and Loan $$$ to Germany to repay France and

Britain to repay the U.S.Britain to repay the U.S.

Reparations Debt TriangleReparations Debt Triangle This allowed This allowed

Germany to make Germany to make payment of payment of Reparations owed to Reparations owed to Britain and FranceBritain and France

This allowed for the This allowed for the repayment of loans repayment of loans owned to the U.S.owned to the U.S.

It helped prevent a It helped prevent a war, when France war, when France invaded Germany to invaded Germany to collect reparations.collect reparations.

U.S. Loans to Germany

Germany Payment of Reparations

To Britain and France

Repayment of British French Loans to U.S.

Ger

man

y

U.S.

Britis

h

& French

The Business of AmericaThe Business of AmericaSection 3Section 3

Coolidge on Business: “The Chief Coolidge on Business: “The Chief business of the American people is business of the American people is business…. The man who builds a business…. The man who builds a factory builds a temple….. The man factory builds a temple….. The man who works there worships there.”who works there worships there.”

Followed a policy of “Laissez-Faire” – Followed a policy of “Laissez-Faire” – government does not involve itself in government does not involve itself in businessbusiness– Keep taxes down Keep taxes down – Profits upProfits up– High Protective TariffsHigh Protective Tariffs

See article @ http://spectator.org/archives/2009/01/05/keeping-cool-with-coolidge

Postwar ProsperityPostwar Prosperity

The cycle that created the business boom in the 1920's: The cycle that created the business boom in the 1920's: – standardized mass production led to standardized mass production led to – more efficient machines, which led tomore efficient machines, which led to– higher production and wages, which led to higher production and wages, which led to – increased demand for consumer goods, increased demand for consumer goods, – which perpetuated more standardized mass production. which perpetuated more standardized mass production.

Slide from PowerPoint in following site http://amhist.ist.unomaha.edu/

Postwar ProsperityPostwar Prosperity IndustryIndustry *Percentage Increase, 1922-28 *Percentage Increase, 1922-28 Industrial Production: 70%Industrial Production: 70% Gross National Product: 40%Gross National Product: 40% Per Capita Income: 30% Per Capita Income: 30% Output per factory man hour: 75%Output per factory man hour: 75% Corporate Profits: 62% (1923-1929)Corporate Profits: 62% (1923-1929) Electric PowerElectric Power *Percentage Increase, 1899-1929: 331%*Percentage Increase, 1899-1929: 331% Percentage of American Industries powered by electricity, Percentage of American Industries powered by electricity,

1929: 50%1929: 50% WorkersWorkers *Percentage Increase, 1923-29*Percentage Increase, 1923-29 Worker's incomes: 11% Worker's incomes: 11% Real Earnings (for employed wage earners) 22%Real Earnings (for employed wage earners) 22% Average Work Week: -4%Average Work Week: -4%

In what general ways did the economy change in the 1920's?

What changes in the average worker's wage, output, and work day length do you notice?


Scientific Management and the Scientific Management and the Reorganization of WorkReorganization of Work

Industries began to employ Industries began to employ automated machinery and automated machinery and "scientific management" to "scientific management" to increase efficiency. increase efficiency.

The reorganization of work The reorganization of work resulted in more spare time and resulted in more spare time and disposable income for average disposable income for average workers. workers.

It also led to a decline in the It also led to a decline in the importance of skill in favor of importance of skill in favor of discipline and subordination. discipline and subordination.

Businesses financed industrial Businesses financed industrial research and time studies on a research and time studies on a grand scale.grand scale.

The Principles of Scientific The Principles of Scientific ManagementManagement (1911) by (1911) by engineer Frederick W. Taylor engineer Frederick W. Taylor was widely published and was widely published and applied - scientific management applied - scientific management is also known as "Taylorism." is also known as "Taylorism."

Industries took a more organized and scientific approach under

Taylorism.



Innovative industrialist Henry Ford masterfully applied Taylor's theory of Innovative industrialist Henry Ford masterfully applied Taylor's theory of worker efficiency and wage motive. worker efficiency and wage motive.

Ford began paying an unprecedented $5 a day- it was more than a pay Ford began paying an unprecedented $5 a day- it was more than a pay increase, it was a means for Ford to establish a measure of control over increase, it was a means for Ford to establish a measure of control over the workforcethe workforce

The price of Model-T was cut in half, thereby expanding the customer The price of Model-T was cut in half, thereby expanding the customer base. base.

This image of a moving assembly line at Ford Motor Company This image of a moving assembly line at Ford Motor Company demonstrates both the principles of efficient production and the demonstrates both the principles of efficient production and the proliferation of mass produced consumer goods. proliferation of mass produced consumer goods.



This article announces the clamor in Michigan after Ford began paying $5 a day.



A furniture factory in 1903 A furniture factory in 1925


The Automobile and American The Automobile and American CultureCulture

The explosive growth of the The explosive growth of the automobile industry automobile industry revolutionized American life. revolutionized American life.

Henry Ford's innovative Henry Ford's innovative production techniques made production techniques made cars affordable for average cars affordable for average Americans and set new Americans and set new standards for industry. standards for industry.

By the end of the decade, By the end of the decade, there were enough cars on there were enough cars on the road for every one in five the road for every one in five persons. persons.


““Tin Lizzie”Tin Lizzie”

Ford’s Model T Ford’s Model T – All BlackAll Black

20 Horsepower20 Horsepower– 45 miles per hour45 miles per hour– Very popular with farmersVery popular with farmers

Do everyday choresDo everyday chores Navigate deeply rutted roadsNavigate deeply rutted roads

http://www.hfmgv.org/exhibits/showroom/1908/fieldsm.jpg

Impact of the AutomobileImpact of the Automobile

Demand for materials like steel, Demand for materials like steel, glass, and rubber sharply increasedglass, and rubber sharply increased

Need for large amounts of gasoline Need for large amounts of gasoline transformed the oil industrytransformed the oil industry

Drew people to Michigan (build cars) Drew people to Michigan (build cars) and California and Texas (oil industry)and California and Texas (oil industry)

Created a mobile societyCreated a mobile society Liberated isolated farm familiesLiberated isolated farm families

Auto Changes American Auto Changes American LandscapeLandscape

Promoted mass highway building and Promoted mass highway building and interstate systemsinterstate systems

Cloverleaf Exchanges, Underwater Cloverleaf Exchanges, Underwater Tunnels, and BridgesTunnels, and Bridges

Urban Sprawl – cities spread out Urban Sprawl – cities spread out Created need for filling stations, Created need for filling stations,

roadside restaurants, motels, parking roadside restaurants, motels, parking lots, driveways, garages, tourist lots, driveways, garages, tourist camps, shopping centers and traffic camps, shopping centers and traffic lightslights

Will Roger’s on the Will Roger’s on the AutomobileAutomobile

““It will take a hundred years to tell It will take a hundred years to tell whether you helped us or hurt us, whether you helped us or hurt us, but you certainly didn’t leave us but you certainly didn’t leave us where you found us.” where you found us.”

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General Motors Eclipses General Motors Eclipses FordFord

Although Ford developed a Although Ford developed a system for mass-producing system for mass-producing cars and selling them cheaply, cars and selling them cheaply, Ford Motor Company failed to Ford Motor Company failed to produce options for produce options for consumers. consumers.

The utilitarian Model T was The utilitarian Model T was "available in any color, so "available in any color, so long as it was black" and long as it was black" and changed little in design over changed little in design over the years. the years.

When Alfred P. Sloan became When Alfred P. Sloan became president General Motors president General Motors Corporation in 1923, he Corporation in 1923, he introduced alternative makes introduced alternative makes like Chevrolet and Buick that like Chevrolet and Buick that came in a variety of colors for came in a variety of colors for increasingly sophisticated increasingly sophisticated consumers. consumers.

The Model T


General Motors Eclipses General Motors Eclipses FordFord

GM tapped into the emerging consumer psychology, annually GM tapped into the emerging consumer psychology, annually producing stylist updated models, marketing them aggressively, producing stylist updated models, marketing them aggressively, and promoting installment payment plans. and promoting installment payment plans.

Finally, in 1927, Ford Motor Company took a cue from GM's Finally, in 1927, Ford Motor Company took a cue from GM's success and introduced the Model A with a blitz of advertising and success and introduced the Model A with a blitz of advertising and the offer of installment plans. The product was so highly the offer of installment plans. The product was so highly anticipated that many were sold before it was even introduced. anticipated that many were sold before it was even introduced.

GM’s 1927 Cadillac La Salle- the first car

designed by a stylist.

Ford’s Model A


The Young Airplane IndustryThe Young Airplane Industry

First domestic use for the airplane was First domestic use for the airplane was carrying mail for the U.S. postal servicecarrying mail for the U.S. postal service

Ford made tri-motor plane in 1926Ford made tri-motor plane in 1926 Lockheed Company produced single Lockheed Company produced single

engine plane in 1927– The Vegaengine plane in 1927– The Vega Pan American Airways first Pan American Airways first

transatlantic fight in 1927transatlantic fight in 1927 Stewardesses were young, all white Stewardesses were young, all white

femalesfemales

http://www.centennialofflight.gov/essay/Aerospace/vega/Aero14G1.jpg

Lockheed Vega 1927

Postwar ProsperityPostwar Prosperity The "Second Industrial The "Second Industrial

Revolution" : WWI stimulated Revolution" : WWI stimulated development and investment in development and investment in new technology that contributed new technology that contributed to the business boom.to the business boom.

As electricity became As electricity became widespread and industrial widespread and industrial production more efficient, mass production more efficient, mass produced consumer goods produced consumer goods became available to the public became available to the public at attainable prices. at attainable prices.

Consumers were reading many Consumers were reading many materials and purchasing the materials and purchasing the same goods.same goods.

Communication innovations in Communication innovations in radio, advertising, and film radio, advertising, and film contributed to the contributed to the homogenization of ideas that homogenization of ideas that led to the advent of national led to the advent of national popular culture.popular culture.


http://lcweb2.loc.gov/pnp/thc/5a48000/5a48500/5a48574r.jpghttp://lcweb2.loc.gov/pnp/thc/5a48000/5a48500/5a48574r.jpg

America’s Standard of Living America’s Standard of Living SoarsSoars

Electrical ConveniencesElectrical Conveniences– RefrigeratorsRefrigerators– StovesStoves– ToastersToasters– VacuumsVacuums– Sewing MachinesSewing Machines– RadiosRadios– Washing MachinesWashing Machines

http://www.antiqueappliances.com/graphics/products/restored/fridgidaire/1927_ap12/1.png

1927 Frigidaire AP-12

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Advertising in the Jazz Age Advertising in the Jazz Age Advertising techniques refined Advertising techniques refined

as the mutually supportive as the mutually supportive phenomena of mass phenomena of mass production and mass media production and mass media exploded into the American exploded into the American consciousness. consciousness.

Modern advertising, using Modern advertising, using popular culture and celebrities popular culture and celebrities to fuel consumption, began to to fuel consumption, began to take shape.take shape.

The array of new appliances The array of new appliances and consumer goods available and consumer goods available at a lower cost due fueled at a lower cost due fueled consumption.consumption.

Businesses conquered the Businesses conquered the challenge of efficiently challenge of efficiently producing enough goods; now producing enough goods; now the focus was creating desire.the focus was creating desire.

This ad uses a celebrity endorsement to glamorize smoking and exploits the

image of the “new woman” of the 1920’s.

Slide at following site in P.P. modulehttp://amhist.ist.unomaha.edu/

http://www.wclynx.com/burntofferings/luckystrikebettycompson.jpg

Advertising in the Jazz AgeAdvertising in the Jazz Age

Another ad legitimizing desire; it associates the product with glamour and modernity

http://www.assumption.edu/users/McClymer/his394/Consumerethos/Chesterfieldwomansmoking33.jpghttp://www.assumption.edu/users/McClymer/his394/Consumerethos/Chesterfieldwomansmoking33.jpgSlide at following site in P.P. modulehttp://amhist.ist.unomaha.edu/

Advertising in the Jazz AgeAdvertising in the Jazz Age

See this ad, buy the radio, hear more ads, buy more stuff!

http://www.museum.state.il.us/exhibits/athome/1920/clues/index.htmlSlide at following site in P.P. modulehttp://amhist.ist.unomaha.edu/

President Coolidge on President Coolidge on Advertising (1926)Advertising (1926)

““It makes new thoughts, new desires, and It makes new thoughts, new desires, and new actions. ... It is the most potent new actions. ... It is the most potent influence in adopting and changing the influence in adopting and changing the habits and modes of life, affecting what we habits and modes of life, affecting what we eat, what we wear, and the work and play eat, what we wear, and the work and play of the whole Nation. …”of the whole Nation. …”

““Mass production is only possible where Mass production is only possible where there is mass demand. Mass demand has there is mass demand. Mass demand has been created almost entirely through the been created almost entirely through the development of advertising. …”development of advertising. …”

Slide at following site in P.P. modulehttp://amhist.ist.unomaha.edu/

Illusions of Prosperity Illusions of Prosperity

Overproduction of Overproduction of ProductsProducts

Farmers StruggleFarmers Struggle Wages not keeping up Wages not keeping up

with rising priceswith rising prices Americans use Credit Americans use Credit

to increase their to increase their standard of livingstandard of living– Installment PlanInstallment Plan– See Personal Voice See Personal Voice

Page 427Page 427

http://hti.osu.edu/opper/hti_imgzoom.cfm?backpage=display.cfm?id=26&id=138

Credit and the Consumer Credit and the Consumer As consumerism became a As consumerism became a

hallmark of Modernism, the hallmark of Modernism, the stigma of purchasing goods stigma of purchasing goods on "installment plans" faded. on "installment plans" faded.

The automobile industry was The automobile industry was one of the first to capitalize on one of the first to capitalize on the potential of consumer the potential of consumer credit, but other industries credit, but other industries quickly followed suit. quickly followed suit.

This ad characterizes credit as a prudent financial decision and a way

to gain instant gratification.Slide at following site in P.P. modulehttp://amhist.ist.unomaha.edu/

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Politics of the Roaring Twenties Chapter 12

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