The American Dream In the 1950’s Ch 19 Sect 2 The American Dream In the 1950’s

I. The Organization Shift from blue-collar jobs to white-collar jobs (sales, advertising, insurance, etc) Businesses expanded: Formed conglomerates, major corporations that own smaller companies. Franchise – company that offers similar products or services in many locations (fast food restaurants)

II. The Organization Man American workers became standardized. Companies didn’t want creative thinkers, loss of individuality Book “The Organization Man” – study of suburban world, found: Had to take personality tests Cooperation & Loyalty most important CONFORMITY!

III. The Suburban Lifestyle Increase in births led to Baby Boom (late 1940’s – Early 1960’s) Largest generation in history Created need for schools – CA, new school opened every 7 days! Toy sales boomed (1958 – 1.2 billion) Women’s role was in home; if they worked, teacher, nurse or secretary

IV. Leisure in the 50’s People had more time & money than before Popular Sports – fishing, bowling, hunting & golf. Watched baseball, football & basketball. People read a lot – mysteries, romance, comics, magazines (Sports Illustrated & Playboy introduced) & went to the movies (3-D) New inventions – Peanut butter, Wonder Bread, Hula Hoop, WD-40, Stereo sound

V. The Automobile Culture Easy credit & cheap gasoline led to car ownership boom. Grew from 40 billion to 60 billion in 1950’s Interstate Highway Act of 1956 – built 41,000 miles of expressways. Shopping malls were built, Disneyland opened Negative – Widened gap b/t rich and poor, urban flight, increased pollution and noise.

VI. Consumerism Buying new products, equated with success. People purchased washing machines, dryers, dishwashers, TV’s, record players, lawn mowers, pools, etc. New ad technique – planned obsolesce, which purposely made products outdated. Americans threw away to get “new models” Private debt grew!

VII. The Advertising Age Ads were everywhere – especially TV 1st 1-min TV ad cost $9.00 Ad execs turned to psychology, appealed to people’s desire for status & to fit in. Buy things you do not need!