2. The American Dream in the Fifties

3. Jobs Change As the 1950’s evolved Americans moved from industrial blue collar jobs to white collar positions— clerical, managerial, or professional. As companies continued to expand conglomerates – companies that opened a number of smaller companies in unrelated businesses (General Electric)

4. Franchise Another business innovation of the 1950’s was the franchise – a company that offers similar products in many locations began to emerge. Ray Kroc paid $2.7 million for the franchise rights to McDonalds and introduced the Golden Arches to the world.

5. Conformity Postwar America looked for conformity from what Americans ate to how they worked and thought. “Company people” were created. Personality tests were given to make sure employees would “fit in.” Americans began to question if the American dream required too high a price – conformity over individuality, material goods implied success

6. The Baby Boom Returning soldiers led to the baby boom. From late 1940s to early 1960s, birth rate (number of live births per 1,000 people) soared. At the height in 1957, one American baby was born every seven seconds a total of 4,308,000 that year! Resulted in one of the largest generations in history.

7. Baby Needs Scientific advancements led to Dr. Jonas Salk developing cure for polio. Dr. Benjamin Spock’s book Common Sense Book of Baby and Child Care sold 10 million copies during the 50s. Toy industry escalated to $1.25 billion in 1958. 10 million new students entered elementary school during the decade.

8. Changing Roles of Women Female roles were glorified as homemaker and mother in TV and ads. Many were unhappy and wanted more. Feelings of isolating, boredom and unfulfilled were common. Betty Friedan wrote a groundbreaking book that question the traditional role of women as housewives and mothers called the Feminine Mystique.

9. American Leisure Employees worked 40 hour work weeks and multiple vacation weeks per year were common. Americans owned time-saving machines like washing machines and dishwashers and power lawn mowers and dryers. Fishing, bowling, hunting and boating became popular past times. Professional sports grew in popularity.

10. American Leisure Magazines also increased in circulation. Reader’s Digest and Sports Illustrated rose steadily. Americans became avid readers. Mysteries, fiction, and do-it-yourself books were the most popular.

11. Interstate Highway System Automania struck America. 40 million cars were on the road in 1950. 60 million by 1960. In 1956 President Eisenhower signed the Interstate Highways Act. As a result 41,000 miles of expressways were laid in a nationwide highway network. High speed, long-haul trucking emerged and dangers from more cars – accidents and deaths also increased along with pollution and traffic jams. The need for cars was driven by the suburbs, many of which did not offer public transportation

12. New Automobile Age Cruising The Drive-In Restaurant The Drive –In Movie

13. Consumerism Consumerism – buying material goods, became equated with success. Almost overnight, hundreds of new consumer goods appeared Planned obsolescence – manufacturers purposely design products to become obsolete in a short period of time. (How’s that $600 PS3 sound now?)

14. Credit Cards Diners Club – first credit card in 1950 – American Express introduced in 1958. Total private debt grew from $73 billion to 179 billion. Instead of saving, Americans were spending To encourage all this growth, ads appeared enticing Americans to spend now and pay later Television ads led the way By 1960, advertisers were spending $1.6 billion for TV ads.

15. The American Family Soon the average US family- Mom and Dad and two or three children, close family ties; single- family home in suburbia; one or two cars and one television (color by the end of the decade)

16. 2 The American Dream in the Fifties 1. List examples of specific goals that characterized the American dream for suburbanites in the 1950s. END Conformity; material goods implied success ASSESSMENT Two or three children, close family ties; single-family home in suburbia; one or two cars; television Man is the breadwinner, who works at a white- collar job; woman takes care of home and children The American Dream Home/FamilyValuesWork