American Consumerism: Buy Now Pay Later!
DOWN TO BUSINESS Essential Question What role did advertising and consumerism play in U.S. culture in the 1920’s?
WHY DO I CARE, MISS MCCORMACK? At the turn of the century middle-class women who dictated popular styles did not necessarily lead active lives. As younger-middle class women became more independent the status quo for women’s roles in society began to change. In addition, Americans began purchasing the new gadgets technology had given way for. Advertisers targeted women and middle class workers to improve their health, beauty, and homes. America was officially living off credit!
IF MONEY DID NOT MATTER WHAT PRODUCT WOULD YOU MOST LIKE TO PURCHASE RIGHT NOW? QUICKWRITE
RADIO>>> POP CULTURE shaped by mass media newspapers & magazine sales increased radio most powerful form of mass media receiving information entertainment purposes RADIO>>>
BUY NOW PAY LATER American consumers became very distracted by Ads for fancy new products Installment Plans made this possible
ASSIGNMENT: ADVERTISING PROJECT Directions: Create your own advertisement using the techniques discussed in lecture.
POPULAR PRODUCTS Coca-Cola Wheaties Nivea skin cream Clothes 7-Up Cigarettes Vacuum Quaker Oats Coco Chanel Heinz Ketchup Kellogg’s Corn Flakes Dixie-Cups Model-T (Ford) Cracker Jacks Kool-Aid Nabisco Crackers Cameras Phonographs Orange Crush Dishwashers Jell-O
ADVERTISING TECHNIQUES (1) Facts & Figures statistics & other info to promote superiority of product Weasel Words suggest a positive outcome (no guarantee) from use of product Snob Appeal product makes the customer part of an elite group Simple Solutions Promises product will simply solve a problem Bandwagon “everyone else is doing it”
ADVERTISING TECHNIQUES (2) Bribery gives a desirable extra something with purchase Testimonial famous person or “real” person endorses the brand/products effectiveness Wit & Humor entertained by clever use of visuals or language & humor