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One American's Story

The American Dreamin the Fifties

Settled into her brand new house near San Diego, California,Carol Freeman felt very fortunate. Her husband Mark had hisown law practice, and when their first baby was born, shebecame a full-time homemaker. She was living the Americandream, yet Carol felt dissatisfied—as if there were “somethingwrong” with her because she was not happy.

A PERSONAL VOICE CAROL FREEMAN

“ As dissatisfied as I was, and as restless, I remember so wellthis feeling [we] had at the time that the world was going tobe your oyster. You were going to make money, your kids weregoing to go to good schools, everything was possible if you justdid what you were supposed to do. The future was rosy. Therewas a tremendous feeling of optimism. . . . Much as I say itwas hateful, it was also hopeful. It was an innocent time.”

—quoted in The Fifties: A Women’s Oral History

After World War II ended, Americans turned their attention to their familiesand jobs. The economy prospered. New technologies and business ideas createdfresh opportunities for many, and by the end of the decade Americans wereenjoying the highest standard of living in the world. The American dream of ahappy and successful life seemed within the reach of many people.

The Organization and the Organization ManDuring the 1950s, businesses expanded rapidly. By 1956, the majority ofAmericans no longer held blue-collar, or industrial, jobs. Instead, more peopleworked in higher-paid, white-collar positions—clerical, managerial, or profes-sional occupations. Unlike blue-collar workers, who manufactured goods for sale,white-collar workers tended to perform services in fields like sales, advertising,insurance, and communications.

Terms & NamesTerms & NamesMAIN IDEAMAIN IDEA

•conglomerate•franchise•baby boom•Dr. Jonas Salk

•consumerism•plannedobsolescence

During the 1950s, theeconomy boomed, and manyAmericans enjoyed materialcomfort.

The “American dream,” a notionthat was largely shaped by the1950s, is still pursued today.

WHY IT MATTERS NOWWHY IT MATTERS NOW

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The dreamwoman of the1950s wasdepicted inadvertising andon TV as doingconstanthousework, butalways with a smile.

CONGLOMERATES Many white-collar workers performed their services in largecorporations or government agencies. Some of these corporations continuedexpanding by forming conglomerates. (A conglomerate is a major corporationthat includes a number of smaller companies in unrelated industries.) For exam-

ple, one conglomerate, International Telephone andTelegraph (ITT), whose original business was communica-tions, bought car-rental companies, insurance companies,and hotel and motel chains. Through this diversification,or investment in various areas of the economy, ITT triedto protect itself from declines in individual industries.Other huge parent companies included AmericanTelephone and Telegraph, Xerox, and General Electric.

FRANCHISES In addition to diversifying, another strate-gy for business expansion—franchising—developed at thistime. A franchise is a company that offers similar prod-ucts or services in many locations. (Franchise is also usedto refer to the right, sold to an individual, to do businessusing the parent company’s name and the system that theparent company developed.)

Fast-food restaurants developed some of the first andmost successful franchises. McDonald’s, for example, hadits start when the McDonald brothers developed unusual-ly efficient service, based on assembly-line methods, attheir small drive-in restaurant in San Bernardino,California. They simplified the menu, featured 15-centhamburgers, and mechanized their kitchen.

Salesman Ray Kroc paid the McDonalds $2.7 millionfor the franchise rights to their hamburger drive-in. InApril 1955, he opened his first McDonald’s restaurant inDes Plaines, Illinois, where he further improved theassembly-line process and introduced the trademarkarches that are now familiar all over the world.

A PERSONAL VOICE RAY KROC

“ It requires a certain kind ofmind to see the beauty in a ham-burger bun. Yet is it any moreunusual to find grace in the tex-ture and softly curved silhouetteof a bun than to reflect lovinglyon the . . . arrangements andtextures and colors in a butter-fly’s wings? . . . Not if you viewthe bun as an essential materialin the art of serving a greatmany meals fast.”

—quoted in The Fifties

SOCIAL CONFORMITY While franchises like McDonald’s helped standardizewhat people ate, some American workers found themselves becoming standard-ized as well. Employees who were well paid and held secure jobs in thriving com-panies sometimes paid a price for economic advancement: a loss of their individ-uality. In general, businesses did not want creative thinkers, rebels, or anyonewho would rock the corporate boat.

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NOWNOW THENTHEN

FRANCHISESIn the decades since Ray Krocopened his first McDonald’srestaurant (shown below), fran-chising has become all but a wayof life in the United States.Today, nearly 3,000 franchisedcompanies operate over 500,000businesses throughout thecountry. Officials estimate thatfranchises account for nearlyone-third of all U.S. retail sales.American franchises today pro-vide a wide array of goods andservices, from car maintenance,to tax services, to hair care.

In an attempt to tap into theinternational market, hundreds ofU.S. companies have establishedoverseas franchises. The fran-chise with perhaps the greatestglobal reach is the one that start-ed it all. In addition to its morethan 13,000 U.S. franchises,McDonald’s now operates over18,600 franchises in dozens ofcountries around the world.

MAIN IDEAMAIN IDEA

AComparing

How wereconglomeratesand franchisesalike and howwere theydifferent?

In The Organization Man, a book based on a classic 1956 study of subur-ban Park Forest, Illinois, and other communities, William H. Whytedescribed how the new, large organizations created “company people.”Companies would give personality tests to people applying for jobs tomake sure they would “fit in” the corporate culture. Companiesrewarded employees for teamwork, cooperation, and loyalty and socontributed to the growth of conformity, which Whyte called“belongingness.” Despite their success, a numberof workers questioned whether pursuing theAmerican dream exacted too high a price, as con-formity replaced individuality.

The Suburban LifestyleThough achieving job security did take a psychological toll on some Americanswho resented having to repress their own personalities, it also enabled people toprovide their families with the so-called good things in life. Most Americansworked in cities, but fewer and fewer of them lived there. New highways and theavailability and affordability of automobiles and gasoline made commuting pos-sible. By the early 1960s, every large city in the United States was surrounded bysuburbs. Of the 13 million new homes built in the 1950s, 85 percent were builtin the suburbs. For many people, the suburbs embodied the American dream ofan affordable single-family house, good schools, a safe, healthy environment forchildren, and congenial neighbors just like themselves.

THE BABY BOOM As soldiersreturned from World War II andsettled into family life, they con-tributed to an unprecedentedpopulation explosion known asthe baby boom. During the late1940s and through the early1960s, the birthrate (number oflive births per 1,000 people) inthe United States soared. At theheight of the baby boom, in 1957,one American infant was bornevery seven seconds—a total of4,308,000 that year. The resultwas the largest generation in thenation’s history.

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B

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The “organizationman” had to steplively to keep upwith the Joneses.

Some of the 40 millionnew Americans whowere born during thebaby boom.

*First year for which figures include Alaska and Hawaii.

Source: Historical Statistics of the United States, Colonial Times to 1970

American Birthrate, 1940–1970

Live

Birt

hs (

per 1

,000

peo

ple)

30

25

20

15

10

5

0

1940 1945 1950 1955 1960* 1965 1970

SKILLBUILDER Interpreting Graphs1. What was the overall trend in the birthrate at the start

of World War II, and after the war ended?2. What was the difference in the birthrate between 1960

and 1970?

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MAIN IDEAMAIN IDEA

B

AnalyzingEffects

What effectsdid the climate inmany corporationshave on someworkers?

C

Contributing to the size of the baby-boom generationwere many factors, including: reunion of husbands andwives after the war, decreasing marriage age, desirability oflarge families, confidence in continued economic prosper-ity, and advances in medicine.

ADVANCES IN MEDICINE AND CHILDCARE Among themedical advances that saved hundreds of thousands ofchildren’s lives was the discovery of drugs to fight and pre-vent childhood diseases, such as typhoid fever. Anotherbreakthrough came when Dr. Jonas Salk developed a vac-cine for the crippling disease poliomyelitis—polio.

Many parents raised their children according to guide-lines devised by the author and pediatrician Dr. BenjaminSpock. His Common Sense Book of Baby and Child Care,published in 1946, sold nearly 10 million copies during the 1950s. In it, he advised parents not to spank or scoldtheir children. He also encouraged families to hold meetings in which children could express themselves. Heconsidered it so important for mothers to be at home withtheir children that he proposed having the government paymothers to stay home.

The baby boom had a tremendous impact not only onchild care but on the American economy and the educa-tional system as well. In 1958, toy sales alone reached $1.25billion. During the decade, 10 million new students enteredthe elementary schools. The sharp increase in enrollmentcaused overcrowding and teacher shortages in many partsof the country. In California, a new school opened everyseven days.

WOMEN’S ROLES During the 1950s, the role of home-maker and mother was glorified in popular magazines,movies, and TV programs such as Father Knows Best and TheAdventures of Ozzie and Harriet. Time magazine described thehomemaker as “the key figure in all suburbia, the threadthat weaves between family and community—the keeper ofthe suburban dream.” In contrast to the ideal portrayed inthe media, however, some women, like Carol Freeman,who spoke of her discontentment, were not happy withtheir roles; they felt isolated, bored, and unfulfilled.According to one survey in the 1950s, more than one-fifth

of suburban wives were dissatisfied with their lives. Betty Friedan, author of thegroundbreaking 1963 book about women and society, The Feminine Mystique,described the problem.

A PERSONAL VOICE BETTY FRIEDAN

“ For the first time in their history, women are becoming aware of an identity crisis in their own lives, a crisis which . . . has grown worse with each succeedinggeneration. . . . I think this is the crisis of women growing up—a turning pointfrom an immaturity that has been called femininity to full human identity.”

—The Feminine Mystique

The number of women working outside the home rose steadily during thedecade. By 1960, almost 40 percent of mothers with children between ages 6 and17 held paying jobs.

KEY PLAYERKEY PLAYER

JONAS SALK 1914–1995One of the most feared diseasesin the 1950s was polio, the dis-ease that had partially paralyzedPresident Franklin D. Roosevelt.Polio afflicted 58,000 Americanchildren in 1952, killing someand making others reliant oncrutches, wheelchairs, or ironlungs (machines that helped people with paralyzed chest muscles to breathe).

In the early 1950s, Dr. JonasSalk (at right in photo above)developed an effective vaccine toprevent the disease, and the gov-ernment sponsored a free inocu-lation program for children. Thevaccine was extremely effective.By 1974, thanks to Salk’s vac-cine and a new oral vaccinedeveloped by Dr. Albert Sabin,only seven new polio cases werereported in the country. Background

The percentage ofwomen collegestudents in the1950s was smallerthan in the 1920s.

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MAIN IDEAMAIN IDEA

C

AnalyzingEffects

How did thebaby boom affectAmerican life inthe 1950s?

But having a job didn’t necessarily contribute to awoman’s happiness. A woman’s career opportunities tendedto be limited to fields such as nursing, teaching, and officesupport, which paid less than other professional and busi-ness positions did. Women also earned less than men forcomparable work. Although increasing numbers of womenattended four-year colleges, they generally received littlefinancial, academic, or psychological encouragement topursue their goals.

LEISURE IN THE FIFTIES Most Americans of the 1950shad more leisure time than ever before. Employees workeda 40-hour week and earned several weeks’ vacation per year.People owned more labor-saving devices, such as wash-ing machines, clothes dryers,dishwashers, and power lawnmowers, which allowed moretime for leisure activities.Fortune magazine reportedthat, in 1953, Americans spentmore than $30 billion onleisure goods and activities.

Americans also enjoyed awide variety of recreationalpursuits—both active andpassive. Millions of peopleparticipated in such sports asfishing, bowling, hunting,boating, and golf. More fansthan ever attended baseball,basketball, and football games;others watched professionalsports on television.

Americans also becameavid readers. They devouredbooks about cooking, reli-gion, do-it-yourself projects,and homemaking. They alsoread mysteries, romance nov-els, and fiction by popularwriters such as Ernest Hemingway, John Steinbeck,Daphne du Maurier, and J. D. Salinger. Book salesdoubled, due in part to a thriving paperback mar-ket. The circulation of popular magazines likeReader’s Digest and Sports Illustrated steadily rose,from about 148 million to more than 190 mil-lion readers. Sales of comic books also reacheda peak in the mid-1950s.

History ThroughHistory Through

AFTER THE PROM (1957)The artist, Norman Rockwell,chose an innocent junior-highcouple to illustrate the easyemotions and the ordinaryevents of postwar America.What does this painting con-vey about life in the 1950s?

3-D comics and 3-D movies were twoof the many fads that mesmerizedthe nation in the 1950s.

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MAIN IDEAMAIN IDEA

D DContrasting

How didwomen’s roles andopportunities inthe 1950s differfrom women’sroles today?

The Automobile CultureDuring World War II, the U.S. government had rationedgasoline to curb inflation and conserve supplies. After thewar, however, an abundance of both imported and domesti-cally produced petroleum—the raw material from whichgasoline is made—led to inexpensive, plentiful fuel for con-sumers. Easy credit terms and extensive advertising persuad-ed Americans to buy cars in record numbers. In response,new car sales rose from 6.7 million in 1950 to 7.9 million in1955. The total number of private cars on the road jumpedfrom 40 million in 1950 to over 60 million in 1960.

AUTOMANIA Suburban living made owning a car a neces-sity. Most of the new suburbs, built in formerly rural areas,did not offer public transportation, and people had todrive to their jobs in the cities. In addition, many of theschools, stores, synagogues, churches, and doctors’ anddentists’ offices were not within walking distance of subur-ban homes.

THE INTERSTATE HIGHWAY SYSTEM The more cars therewere, the more roads were needed. “Automania” spurredlocal and state governments to construct roads linking themajor cities while connecting schools, shopping centers, andworkplaces to residential suburbs. The Interstate HighwayAct, which President Eisenhower signed in 1956, authorizedthe building of a nationwide highway network—41,000miles of expressways. The new roads, in turn, encouragedthe development of new suburbs farther from the cities.

Interstate highways also made high-speed, long-haultrucking possible, which contributed to a decline in thecommercial use of railroads. Towns along the new highwaysprospered, while towns along the older, smaller roads expe-rienced hard times. The system of highways also helpedunify and homogenize the nation. As John Keats observed

in his 1958 book, The Insolent Chariots, “Our new roads, with their ancillaries, themotels, filling stations, and restaurants advertising Eats, have made it possible foryou to drive from Brooklyn to Los Angeles without a change of diet, scenery, orculture.” With access to cars, affordable gas, and new highways, more and moreAmericans hit the road. They flocked to mountains, lakes, national parks, historicsites, and amusement parks for family vacations. Disneyland, which opened inCalifornia in July 1955, attracted 3 million visitors the next year.

MOBILITY TAKES ITS TOLL As the automobile industry boomed, it stimulatedproduction and provided jobs in other areas, such as drive-in movies, restaurants,and shopping malls. Yet cars also created new problems for both society and theenvironment. Noise and exhaust polluted the air. Automobile accidents claimedmore lives every year. Traffic jams raised people’s stress levels, and heavy use dam-aged the roads. Because cars made it possible for Americans to live in suburbs,many upper-class and middle-class whites left the crowded cities. Jobs and busi-nesses eventually followed them to the suburbs. Public transportation declined,and poor people in the inner cities were often left without jobs and vital services.As a result, the economic gulf between suburban and urban dwellers and betweenthe middle class and the poor widened.

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Vocabularyhomogenize: tomake the same orsimilar

F

SOUTHERN CALIFORNIAAND THE AUTOMOBILE

No state has exemplified auto-mania in the U.S. more thanCalifornia. By the late 1990s,Californians owned more cars,held more driver’s licenses, andtraveled more miles on theirroads than the people of anyother state. The center of thisautomobile culture is the metro-politan area of Los Angeles.

Contributing to the importanceof the automobile is SouthernCalifornia’s suburban lifestyle.This dependence on cars hascontributed to problems of airpollution and traffic jams. But,California is addressing theseproblems by reviving public trans-portation systems and promotingthe use of electric cars that pro-duce no pollution.

NOWNOW THENTHEN

MAIN IDEAMAIN IDEA

E

AnalyzingCauses

Why did autosales surge in the1950s?

MAIN IDEAMAIN IDEA

F

AnalyzingEffects

What positiveand negativeeffects did themass availabilityof the automobilehave on Americanlife in the 1950s?

The Postwar Boom 647

Americans Hit the Road

Cruising Teens Often teenagers drove aroundfamiliar neighborhoods endingup at popular teen meetingplaces to see and be seen.

The Drive-Thru Fast-food restaurants catered tothe car culture by offering drive-upservice. Waitresses wearing fancyuniforms or roller skates added tothe fun of front-seat dining.

In the 1950s Americans loved their cars—big, powerful,and flashy. Some car owners spent their leisure timemaintaining their automobiles for the daily commute towork or for the annual family vacation on any one of thenation’s 22 new interstate highways.

Car AdsNot just for transport,cars were marketed forfashion and fun. Carads used words like"fresh" and "frisky."

The Drive-In Young suburban families piled into their carsto see a movie at one of the country’s 5,000or so drive-in theaters.

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Consumerism UnboundBy the mid-1950s, nearly 60 percent of Americans were members of the middleclass, about twice as many as before World War II. They wanted, and had themoney to buy, increasing numbers of products. Consumerism, buying material

goods, came to be equated with success.

NEW PRODUCTS One new product after anotherappeared in the marketplace, as various industriesresponded to consumer demand. Newsweek maga-zine reported in 1956 that “hundreds of brand-new goods have become commonplaceovernight.” Consumers purchased electric house-hold appliances—such as washing machines,dryers, blenders, freezers, and dishwashers—inrecord numbers.

With more and more leisure time to fill,people invested in recreational items. Theybought televisions, tape recorders, and the newhi-fi (high-fidelity) record players. Theybought casual clothing to suit their suburbanlifestyles and power lawn mowers, barbecuegrills, swimming pools, and lawn decora-tions for their suburban homes.

PLANNED OBSOLESCENCE In addi-tion to creating new products, manufac-turers began using a marketing strategycalled planned obsolescence. In order toencourage consumers to purchase moregoods, manufacturers purposely designedproducts to become obsolete—that is, towear out or become outdated—in a shortperiod of time. Carmakers brought out newmodels every year, urging consumers to stayup-to-date. Because of planned obsolescence,Americans came to expect new and betterproducts, and they began to discard items thatwere sometimes barely used. Some observerscommented that American culture was on itsway to becoming a “throwaway society.”

BUY NOW, PAY LATER Many consumers madetheir purchases on credit and therefore did nothave to pay for them right away. The Diner’s Clubissued the first credit card in 1950, and the AmericanExpress card was introduced in 1958. In addition,people bought large items on the installment planand made regular payments over a fixed time. Home

mortgages (loans for buying a house) and automobile loans worked the same way.During the decade, the total private debt grew from $73 billion to $179 billion.Instead of saving money, Americans were spending it, confident that prosperitywould continue.

THE ADVERTISING AGE The advertising industry capitalized on this runawayconsumerism by encouraging even more spending. Ads were everywhere—innewspapers and magazines, on radio and television, and on billboards along the

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MAIN IDEAMAIN IDEA

G

AnalyzingCauses

How didmanufacturersinfluenceAmericans tobecome a“throwawaysociety”?▼

In the 1950s,advertisers made"keeping up withthe Joneses" away of life forconsumers.

highways—prompting people to buy goods that ranged from cars to cereals tocigarettes. Advertisers spent about $6 billion in 1950; by 1955, the figure was upto $9 billion. Since most Americans had satisfied their basic needs, advertiserstried to convince them to buy things they really didn’t need.

A PERSONAL VOICE VANCE PACKARD

“ On May 18, 1956, The New York Times printed a remarkable interview with ayoung man named Gerald Stahl, executive vice-president of the Package DesignersCouncil. He stated: ‘Psychiatrists say that people have so much to choose fromthat they want help—they will like the package that hypnotizes them into pickingit.’ He urged food packers to put more hypnosis into their package designing, sothat the housewife will stick out her hand for it rather than one of many rivals.

Mr. Stahl has found that it takes the average woman exactly twenty sec-onds to cover an aisle in a supermarket if she doesn’t tarry; so a good packagedesign should hypnotize the woman like a flashlight waved in front of her eyes.”

—The Hidden Persuaders

More and more, ad executives and designers turned to psychology to createnew strategies for selling. Advertisers appealed to people’s desire for status and“belongingness” and strived to associate their products with those values.

Television became a powerful new advertising tool. The first one-minute TVcommercial was produced in 1941 at a cost of $9. In 1960, advertisers spent atotal of $1.6 billion for television ads. By 2001, a 30-second commercial duringthe Superbowl cost an advertiser $2.2 million. Television had become not onlythe medium for mass transmission of cultural values, but a symbol of popularculture itself.

The Postwar Boom 649

•conglomerate•franchise

•baby boom•Dr. Jonas Salk

•consumerism•planned obsolescence

1. TERMS & NAMES For each term or name, write a sentence explaining its significance.

MAIN IDEA2. TAKING NOTES

In a graphic organizer like the onebelow, list examples of specificgoals that characterized theAmerican dream for suburbanitesin the 1950s.

What do you think the mostimportant goal was?

CRITICAL THINKING3. ANALYZING EFFECTS

In what ways do you think currentenvironmental consciousness isrelated to the “throwaway society” ofthe 1950s? Support your answer.Think About:

• the purchasing habits of1950s consumers

• the effects of plannedobsolescence

• today’s emphasis on recycling

4. EVALUATINGDo you think that the life of a typicalsuburban homemaker during the1950s was fulfilling or not? Supportyour answer.

5. INTERPRETING VISUAL SOURCESThis ad is typical of how theadvertising industry portrayedhousewives in the 1950s. Whatmessage about women is conveyedby this ad?

Values

Examples Examples

Home/Family

Work

The American Dream

Examples

GEOGRAPHY

SPOTLIGHT

The Road to Suburbia“Come out to Park Forest where small-town friendships grow—and you still live soclose to a big city.” Advertisements like this one for a scientifically planned Chicagosuburb captured the lure of the suburbs for thousands of growing families in the1950s. The publicity promised affordable housing, congenial neighbors, fresh airand open spaces, good schools, and easy access to urban jobs and culture. Goodtransportation was the lifeline of suburban growth a half century ago, and it con-tinues to spur expansion today.

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1 WHERE THE ’BURBS AREPark Forest was planned from its conception in1945 to be a “complete community for middle-income families with children.” The setting wasrural—amidst cornfields and forest preserves about30 miles south of Chicago. But it was convenient tocommuter lines, like the Illinois Central (IC) Railroad,and to major roads, such as Western Avenue.

SHARED PRIVACYBy 1952, develop-ment in Park Forest,Illinois had expandedto include both low-cost rental units andsingle-family homes.All the streets werecurved to slow traffic,present a pleasingsweep of space, andgive residents maxi-mum privacy andspace for yards.

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THE COMMUTER CRUSHMen commuted to work on the ICrailroad, while their wives usuallystayed home to take care of thechildren, who thrived in ParkForest’s safe, wholesome familyenvironment.

THINKING CRITICALLYTHINKING CRITICALLY

1. Analyzing Patterns How did the availability of transportation influence the creation and ongoing devel-opment of Park Forest?

2. Creating a Database Pose a historical questionabout a suburb near you. Collect statistics aboutchanges in population, living patterns, income, and eco-nomic development in that suburb. Use those statistics to create a database that will help answeryour questions.

SEE SKILLBUILDER HANDBOOK, PAGE R33.

SHOPPING CENTERSConsumerism became a driving forcein the 1950s, and Park Forest keptup with the trend. The central shop-ping center served the communitywell until the late 1960s. WhenInterstate 57 was built, a mammothmall, built just off the highway,caused the original shopping area todecline. Park Forest is still strugglingto revive its central shopping area.

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