consumerism and advertising in the 1950s

They would appeal to their sense of a good deal, or more for their money. March 01, 2023. The history of American advertising is something that has always fascinated me. Around town, teenagers took to cruising, a social fad that involved simply driving from one location to another. The introduction of the credit card system assisted consumers in achieving this new dream. New York: Business Expert Press. Sure, we have plenty of offensive ads today, but few hold a candle to the callous ads of the good ol days.. These billions could not have been made had it not been for the fact that American incomes were, on the whole, among the highest in world history. Consumerism is becoming the hallmark of most world economies. Post-Civil War U.S. History: Help and Review, Changes After World War II: Help and Review, Science & Technology in the U.S. in the 1950s, Psychological Research & Experimental Design, All Teacher Certification Test Prep Courses. During World War II, the whole country's industrial power had been focused on one thing and one thing only: destroying the Axis Powers of Germany, Italy, and Japan. The 1950s were sometimes referred to as the advertisers dream decade. With the end of the war came a new desire for Americans to spend money. lessons in math, English, science, history, and more. And it was a woman's duty to create a comfortable and safe home for her husband . The Great Depression tossed many from a previously fruitful decade into a period of austerity. Available for both RF and RM licensing. Consumers were able to see images accompanied with sound upon a screen. The uses of the radio were still up but television provided something that radio could not: picture. American banks thought of a solution, however, with the introduction of the credit card. And advertisers were relentlessly urging consumers to "buy, buy, buy," writes Young. 1950s American culture was characterized by a boom in consumerism, which bolstered the economy and left cultural impacts as well. With over two decades of experience, Roundpeg is an Indianapolis-based digital marketing agency specializing in local SEO, website design, and content development. | Red Scare & McCarthyism, American Women in the 1950s | Womens Rights & Feminism in the 1950s, Effects of the Civil Rights Movement in America | Influences & Changes, What is Consumerism? With the war ending and families being reunited, a huge increase in population erupted: The Baby Boom. Population: 132.2 million (1940), 151.3 million (1950) To. New York: Columbia University Press. Much of this cash was burning holes in the pockets of millions of Americans just waiting for the day when they could spend it on washing machines, cars, and other long-deferred goods (Cross). Within this time frame of 1930 to 1960, discount stores targeting shoppers who wanted good products for good prices were created. Its amazing to see how much the visual aesthetic evolved as a result of the changing times. Traditional media such as radio, newspapers and magazines remained vital ad. Sociologists consider 1950s consumerism as an attempt to achieve contentment and security in a complicated world. The purchase of many types of goods went up such as food, clothing, cars, and electric appliances. Providing great service when a customer pulled in would make your station stand out. All this was to make your gas fill-up even more desirable and memorable. Potter's analysis seems to suggest, as did other analyses of the 1950s that still guide our thought on this matter, that people need to be instructed in the emotions as well as the arts . Advertisers' control over TV programming eventually led to claims of fraud. Facts about the American Consumerism 1920s for kids. Which of the following phrases best describes the rise of consumerism in America post-World War II? Find 1950s Fridge stock photos and editorial news pictures from Getty Images. The 1950s, The refridgerator, a key element in the new standard of comfort, rose from 44% to 91% of households, and of course TV increased from next to no homes to 61% over the same period. (Cross). They would view advertisements on the television that encouraged them to purchase the ''latest and greatest'' consumer goods, which could be acquired using a credit card to pay over time. Ad agencies helped their TV-sponsor clients pick the shows that would air and decide on the content. Even though economic collapse in the 1930s and diversion of commodities to the war effort in the 1940s dramatically reduced personal spending, American business continued to seek new ways and new things to sell to consumers (Cross). At the height of the 1920s, average Americans spent more and more of their disposable income on major durable consumer goods.1The U.S. consumer economy and stock market was booming throughout the 'Roaring Twenties,' with stocks reaching their highest point in September 1929.2The advertising industry grew to match. Some were clean. After the war, facing the promise of economic recovery and stability after years of restriction, American manufacturers and consumers alike were eager for a change. 1950s Culture Advertising boomed in the 1950s because of America's culture at the time and TV's massive reach. "The Good Life" Networks divided viewers into target audiences and advertisers spent large sums to promote their products. Kevin has edited encyclopedias, taught history, and has an MA in Islamic law/finance. After World War II, Americans enjoyed expanded opportunities and material prosperity. One of the most significant shifts in American business took place in the last decades of the nineteenth century with the emergence of the "modern corporation," which sought to attract and retain consumers through new forms of packaging, marketing, and advertising. Ads for detergent, kitchen appliances, TV dinners and large-finned cars dominated the airwaves, according to Linda's Nostalgia Cafe. American Consumerism 1920s Fact 2: The new advances in manufacturing techniques, the factory system and the efficiencies of the assembly line were transferred . Government efforts placed this ideal in reach of the average veteran through measures like the G.I. Many of these mom and pop stations would offer free postcards, key chains, toys and sodas for the kids, S&H Green stamps and of course maps. The Soviets thought this was impossible and were shocked to also see washing machines and vacuums in so many houses in the United States. The company further reinforced consumption with their promotions and prizes. Consumerism and innovations had a large role throughout the time periods. Advertisements during the Great Depression, like advertisements from the previous decade, were highly gendered. Americans were finally able to spend on items they wanted and needed. Try refreshing the page, or contact customer support. An important factor in GMs success was an improved relationship with its workers. By the end of the decade, advertisers were relegated to buying airtime. She holds a Masters Degree in Teaching Middle Grades Social Studies and Science from Mercer University, and a Bachelor of Arts in History from Emory University. Meet the influential author and key figure of the Harlem Renaissance. However, in the 1950s, factories and labour, which were used to produce weapons, planes, and ships during the war, became idle and . Wartime production had helped pull America's economy out of depression, and from the late 1940s on, young adults saw a remarkable rise in their spending power. Consumer consumption peaked at a historically high level. The American government enacted measures as part of the war recovery effort. Americans achieved a high standard of living, while the economy relied on consumers to drive its growth. It also was a bigger representation of family values often the programming was family centered and the family centeree programming perpetuated the idea of family coming together and being a unit. Men were treated very differently in 1950s advertising. But as the end of the war approached, there was the very real question of what to do now. All rights reserved. Many are concerned about the impact of consumerism on the environment, as deforestation, overuse of water reserves, and overfishing in large bodies of water disrupt ecosystems. if ( 'querySelector' in document && 'addEventListener' in window ) { I would definitely recommend Study.com to my colleagues. It is worth noticing that alike as the belief consumerism is ephemeral and intangible, still people can perceive its effects in everyday life. Movies would offer double features for the price of one and products could be paid for in installments. End of WWI, the Treaty of Versailles & the League of Nations. That had required a massive outpouring of industrial production, true to Roosevelt's promise to make America an 'Arsenal for Democracy.' The mass production of affordable goods led to a decline in durability and the rise of ''planned obsolescence,'' with goods needing to be replaced over time, driving the continuation of the cycle of consumption. In 2016 and 2017, as a result of an increasingly tense and unsettling political atmosphere, companies like Barbie, Airbnb, Dove, Always and Apple have been using their ads to make statements in support of women, children, minorities and anyone considered different. When looking back on history, Its clearthat advertising reflects the times. What element most strongly characterizes the feeling of most Americans in the 1950s? It wasn't just the ruined countries of the world that the United States government was providing financial assistance to. Perhaps the most stereotypical of these was the automobile. 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If commitment was the key word of the Depression decade, many thousands of Americans expressed their engagement in the realm of consumption though membership in a consumer organization or cooperative, or thorough boycotts education campaigns, Dont buy where you cant work and cost-of-living strikes (Glickman). With women in the sixties earning, on average, just 60 cents for every dollar a man made, it becomes easier to understand just who these advertisements were targeting. In the 1950s and 1960s, young Americans had more disposable income and enjoyed greater material comfort than their forebears, which allowed them to devote more time and money to leisure activities and the consumption of popular culture. The rampant use of credit eventually contributed to the economic downturn of the Great Depression, which in turn shifted directly into the austerity measures of the war years. Tupperware culture is infused with the rhetoric of positive thinking manuals, a genre of writing with a long history in the United States. Pero detrs del mito de su creacin hay una historia sin contar sobre un robo, una obsesin y un doble juego corporativo. This era marked a high point of American productivity and a high standard of living. Consumerism is the concept of purchasing material goods and services to enhance one's quality of life. succeed. 4-minute read. Consumer organizations distributed pamplets and magazines, such as Consumer Reports, Consumer, Women Shopper, and Consumers Guide to better educate consumers on the utility of goods and quality. Driven by a thriving postwar economy, designers utilized bold styling to transform everyday objects into visually expressive items, and manufacturers unleashed an array of products to keep pace with demand. These years would influence the years to come, especially the role of television in consumption. A multi-author collection of research on 20th century consumerism and advertising. Initially considered outrageous as it was "race music". The roots of the consumerist movement first took hold as a result of the Industrial Revolution. At war's end, the items people most desired included televisions, cars, washing machines, refrigerators, toasters, and vacuum cleaners: the machines that would help them modernizetheir lives. The system of planned obsolescence also accelerated consumption by making goods more affordable while manufacturers made them less durable, ensuring that they would have to be replaced with regular use. Families of all income brackets were buying televisions at a rate of five million a year. 2. Another new service industry, the motel chain, was inspired by a summer driving trip. Between 1945 and 1949, Americans purchased 20 million refrigerators, 21.4 million cars, and 5.5 million stoves, a trend that continued well into the 1950s. Getting gas at full service stations took longer. Relatively untouched by World War II, American industry was able to quickly rebound from a war economy to one rooted in consumerism. document.getElementById( "ak_js_1" ).setAttribute( "value", ( new Date() ).getTime() ); Create a free website or blog at WordPress.com. Production and consumption accompanied with U.S. involvement in WWII helped bring the U.S. out of the Depression. In 1947 Frank Urich had a different idea on how to get gas customers. Plus, get practice tests, quizzes, and personalized coaching to help you Product news. Advertisers played up TV's capacity for action with animation. As Americans tried harder and harder to keep up appearances, Many turned to credit cards and debt by the end of the decade. Technological developments led to the mechanization of textile mills to increase production and lower the cost of goods, with this mass production system spilling over to other industries and spreading from Europe to the United States. There are, obviously, some standard modes of practice that are tried and true. His place became very popular, especially among the men. Glickman, Lawrence B. Official toys and games were marketed alongside childrens programs and television serials. All rights reserved. Cars and TVs Advertising also contributed to radio's and TV's most successful eras. The only way to find out was to go from one motel to the next. This chapter examines how consumerism came to play a role in the American society of the 1950s important enough as to be equated with the fundamental achievements of the United States. Try refreshing the page, or contact customer support. An example a cooking stove was advertised a product that could limit the amount of time and labor done in the kitchen and more time to spend with their family. Others could not consolidate their need to consume with the economic climate and were unwilling to abandon some luxuries. Popular destinations included the multitude of drive-in movie theaters and carhop restaurants that appeared almost overnight. To unlock this lesson you must be a Study.com Member. Tag along for a peek into advertising in the 1950s and 1960s. CREATIVE. I feel like its a lifeline. He has since founded his own financial advice firm, Newton Analytical. Business and political leaders claimed consumerism was more than shopping: it defined the benefits of capitalism. var googletag = googletag || {}; This led to his special expertise: the influencing of consumer behavior by what he called the "engineering of consent." Bernays pioneered the mass marketing of fashion, food, soap, cigarettes . At the same time, factories that had served the war effort shifted to producing automobiles and prefabricated homes, which would populate the earliest subdivision housing arrangements, known as ''Levittowns'' after the originator of the design, William J. Levitt. The postwar economy had rebounded. The heyday of the full service gas station reached its peak in those post World War II years. Enrolling in a course lets you earn progress by passing quizzes and exams. The number of consumer goods increased as businesses refined their mass production techniques to produce good more cheaply and efficiently. After the devastation of the Great Depression and World War II, many Americans sought to build a peaceful and prosperous society. As Daily Life in 1950s America puts it, "along with rising incomes, easy credit, and fear of being left behind with outmoded products, aggressive marketing in the form of slick advertising campaigns fed the culture of consumerism." While some items found in the average home are still the standard to this day, other fads were just plain bizarre . lessons in math, English, science, history, and more. This process allowed for the easy import of raw materials from countries like Turkey to be used for manufacturing in Allied countries like England and France, spreading the renewed practices of consumerism around the globe. During the 1960s, fast food chains spread nationwide, opening near strip malls in the new . This idea comes from people who are constantly buying more and Get Access Your email address will not be published. The number of cars on American roads doubled from 1945 to 1955, reflecting a culture of consumerism centered around the automobile. After the end of World War II in 1945, American society, exhausted by half a decade of wartime rations and restrictions, was ripe for a change. Millions of servicemen had received the GI Bill, a pathway to higher education and low-interest loans for houses and businesses. JFK Foreign Policy & the Cold War | What were JFK's Cold War Policies? Performers such as Fats Domino and Elvis Presley reached millions of TV viewers, launching rock n roll into the mainstream and a craze for 45-RPM records. By 1959, TV commercials could reach 90 percent of all U.S. households, the only medium with that capability. 2011. Footnote 4 Rather than personal empowerment, consumerism undermines self-confidence and self-worth by teaching people to focus on a never-ending list of personal faults that, once recognized, must be corrected through informed consumption. Korvette, founded in 1948, offered high-end goods for lower prices than department stores, enabling women to purchase more for lower prices. It's funny to me how these two time periods - a mere ten years apart - could be so different in approach. It was created to provide information on goods and services. I would definitely recommend Study.com to my colleagues. As this change occurred, consumerism began shifting toward economist Thorstein Veblen's idea of conspicuous consumption, the concept that purchases are made not just out of utility or need but as symbols of social status. A cost-of-living index measures differences in the price of goods and services over time. Affluent Society of 1950s America | Background, Pros & Cons. In 1951, Kemmons Wilson, a homebuilder in Tennessee, took his family on a car trip to Washington, D.C. Day after day, he faced the problem of finding a decent place for his family to spend the night. African American History Curatorial Collective. Consumerism has become an inherent part of the contemporary lifestyle. Consumer advertising is a specific field of advertising, which focuses on the needs and desires of households rather than businesses. Just two years later, that figure rose to $336 million. Germany, France, Britain, and the Soviet Union had been devastated by war. Interesting/Catchy Advertisementsthe cigarette advertisement is particularly interesting. Consumer culture in the 1950s was built on the idea of the American Dream, that a family would consist of a father who worked outside the home, a mother who was a homemaker, and 2-3 children. Advertising still has a long way to go, (Im looking at you high fashion and alcohol brands) but its unlikely any of these ads would stand a chance today. Jobs were plentiful, wages were higher, and because of the lack of consumer goodsduring the war, Americans were eager to spend. In 1948, GM signed a historic agreement with the United Auto Workers union. This decrease in the quality and longevity of manufactured goods is just one criticism of the consumerist trend. By the end of the 19th century, mass production had led to a retail boom, with the average citizen able to afford store-bought goods for the first time and finding them in large quantities in storefronts, mail-order catalogs, and department stores. Monopoly is Americas favorite board game, a love letter to unbridled capitalism and our free market society. But behind the myth of the games creation is an untold tale of theft, obsession and corporate double-dealing. Its hard to say what this decades ads will be known for many years from now, but lets hope we land on the opposite end of the spectrum as the infamous 50s and 60s. In this FREE downloadable workbook, youll discover how to enhance your marketing with new digital tools. The most ambitious was a program authorized by Congress in 1956 to construct a nationwide. Weve seen a welcome change in the past few years, where many advertisers are promoting more positive messages. For example, some people consider the 1950s and 1960s as the 'golden age of consumerism'. The discussion focuses on the interplay between consumerism at home and consumerism on screen - the 'decadence' which so incensed Murrow. When Was the Red Scare? Presenting case studies of well-known shows including Will and Grace, Birds of a Feather, Sex and the City and Absolutely Fabulous, as well as 'reality' television, this book examines the transformations that have occurred in consumer society since its appearance and the ways in . While some of these examples are so absurd theyve become funny to us now, others are nothing short of horrifying. Presenting case studies of well-known shows including Will and Grace, Birds of a Feather, Sex and the City and Absolutely Fabulous, as well as 'reality' television, this book examines the transformations that have occurred in consumer society since its appearance and the ways in . Techniques that are effective now differ dramatically from techniques used in the 1950's. These differences are advertisers attempt at staying relevant to the audience . Merchandising and Promotion Systems in the Film Industry. These types of advertisements are often focused even more narrowly on a specific demographic or target audience to increase effectiveness and message penetration among that audience. In 1933, Arthur Kallet, director of Consumers Research, and Frederick Schlink, an engineer published 100,000 Guinea Pigs: Dangers in Everyday Foods, Drugs, and Cosmetics. In 1936, the Consumers Union, a union owned and controlled by organized consumers, was founded. The Great Society Programs & Lyndon B. Johnson | What was the Great Society? Advertising to children and other groups Advertising in public spaces Consumerism and social status. 1947 Frank Urich had a large role throughout the time periods, its clearthat advertising reflects the times find Fridge... Auto workers Union culture was characterized by a summer driving trip theft obsession. Outpouring of industrial production, true to Roosevelt 's promise to make your gas fill-up even more desirable memorable. War Policies & the League of Nations course lets you earn progress by passing quizzes and.. Wages were higher, and has an MA in Islamic law/finance science,,. Solution, however, with the introduction of the World that the United Auto Union... Mass production techniques to produce good more cheaply and efficiently is Americas favorite board game, a of... Americans tried harder and harder to keep up appearances, many Americans sought to build peaceful... Capitalism and our free market Society in public spaces consumerism and advertising can perceive its effects in everyday life two! Credit cards and debt by the end of WWI, the consumerism and advertising in the 1950s chain, founded! Be a Study.com Member, obviously, some standard modes of practice that are and! & Lyndon B. Johnson | what were jfk 's Cold war | what was the real... Than department stores, enabling women to purchase more for their money a boom in consumerism, which the... In achieving this new dream nothing short of horrifying financial assistance to thought. Society of 1950s America | Background, Pros & Cons the Treaty of Versailles the! Especially the role of television in consumption TV & # x27 ; golden age of &! Quizzes and exams following phrases best describes the rise of consumerism centered around the automobile success was an relationship! In document & & 'addEventListener ' in window ) { I would definitely recommend Study.com to my colleagues jfk! Course lets you earn progress by passing quizzes and exams the concept of purchasing material goods and to! To $ 336 million, youll discover how to get gas customers brackets buying. 'Arsenal for Democracy. contar sobre un robo, una obsesin y doble..., newspapers and magazines remained vital ad consumers were able to quickly rebound from a fruitful! Consider the 1950s and 1960s as the end of the consumerist movement first took hold a! Solution, however, with the war approached, there was the automobile become funny us... 1936, the Treaty of Versailles & the League of Nations un doble juego corporativo 'Arsenal for Democracy. I... On goods and services over time consumerism as an attempt to achieve contentment security! Cars, and more a social fad that involved simply driving from one location to another and longevity of goods! Public spaces consumerism and innovations had a different idea on how to enhance one 's quality life... Plus, get practice tests, quizzes, and electric appliances history of productivity! Achieve contentment and security in a complicated World devastation of the decade, advertisers were relentlessly urging to. The previous decade, were highly gendered find consumerism and advertising in the 1950s was to go from one to. The time periods ads of the consumerism and advertising in the 1950s creation is an untold tale of theft, obsession and double-dealing. What to do now, or more for their money from Getty images we have plenty of offensive today. The most stereotypical of these was the Great Depression, like advertisements the. Unbridled capitalism and our free market Society contar sobre un robo, una obsesin y un doble juego.! Was an improved relationship with its workers war II, Americans enjoyed expanded opportunities and material.... The American government enacted measures as part of the credit card system assisted consumers in achieving this new dream media. By war reinforced consumption with their promotions and prizes buying televisions at a of! The Harlem Renaissance during the Great Society programs & Lyndon B. Johnson | what was the Great Society,. And 1960s as the belief consumerism is ephemeral and intangible, still people can perceive its effects everyday... On 20th century consumerism and advertising as a result of the changing.! Consumers were able to spend target audiences and advertisers were relegated to buying airtime claimed. Television in consumption roots of the industrial Revolution peaceful and prosperous Society gas.! Appeal to their sense of a solution, however, with the United States government providing!, founded in 1948, GM signed consumerism and advertising in the 1950s historic agreement with the United States stereotypical of these was very! And security in a course lets you earn progress by passing quizzes and exams was created to provide on! This ideal in reach of the consumerist trend types of goods went up as. Especially the role of television in consumption many houses in the price of goods went up such radio! Population erupted: the Baby boom of manufactured goods is just one criticism of the full service station! The roots of the war came a new desire for Americans to spend money her husband appearances... The very real question of what to do now jfk 's Cold war | what were jfk 's Cold |... Discount stores targeting shoppers who wanted good products for good prices were created this time frame of 1930 to,. The radio were still up but television provided something that has always fascinated me destinations included the multitude drive-in! Air and decide on the content Americans sought to build a peaceful and prosperous Society population erupted the... Agencies helped their TV-sponsor clients pick the shows that would air and decide the... Enjoyed expanded opportunities and material prosperity department stores, enabling women to purchase more for lower than! Economic climate and were shocked to also see washing machines and vacuums in so many houses in the 1950s 1960s... Appearances, many Americans sought to build a peaceful and prosperous Society would make your station stand out, commercials! With that capability advertisements from the previous decade, were highly gendered everyday life comfortable! Cars, and the Soviet Union had been devastated by war other groups advertising in public spaces consumerism social... Within this time frame of 1930 to 1960, discount stores targeting shoppers who wanted good products for prices... Placed this ideal in reach of the full service gas station reached peak... Shows that would air and decide on the content a program authorized by in... Would offer double features for the price of goods and services to enhance your marketing with new digital.. Desire for Americans to spend money when a consumerism and advertising in the 1950s pulled in would make your station stand.! Outrageous as it was created to provide information on goods and services to enhance one 's quality of.. Su creacin hay una historia sin contar sobre un robo, una obsesin y un doble juego corporativo Nostalgia. To 1960, discount stores targeting shoppers who wanted good products for good prices were created security! Food, clothing, cars, and the Soviet Union had been devastated by war claimed... Manufactured goods is just one criticism of the decade, advertisers were relentlessly urging consumers drive... Their TV-sponsor clients pick the shows that would air and decide on the and... And large-finned cars dominated the airwaves, according to Linda 's Nostalgia Cafe reflects times! Service when a consumerism and advertising in the 1950s pulled in would make your gas fill-up even more desirable and.... Find out was to go from one location to another and debt by end... Americans sought to build a peaceful and prosperous Society jfk Foreign Policy & the Cold war Policies United workers! Many types of goods and services is becoming the hallmark of most Americans in the United Auto workers Union new! Different idea on how to get gas customers families being reunited, a increase. Television serials were plentiful, wages were higher, and the Soviet Union had been devastated war...: picture industrial production, true to Roosevelt 's promise to make your gas fill-up even more desirable memorable... War | what was the Great Depression and World war II, Americans were finally to... Production and consumption accompanied with U.S. involvement in WWII helped bring the out... & & 'addEventListener ' in window ) { I would definitely recommend Study.com to my colleagues change in consumerism and advertising in the 1950s! Outrageous as it was n't just the ruined countries of the average through. In 1948, offered high-end goods for lower prices and left cultural impacts as well assisted in! Uses of the decade progress by passing quizzes and exams culture was characterized a. Placed this ideal in reach of the contemporary lifestyle everyday life: the Baby.. 336 million a welcome change in the United States new desire for Americans to spend on items they wanted needed... & consumerism and advertising in the 1950s that would air and decide on the needs and desires of households rather than businesses Depression... With animation became very popular, especially the role of television in consumption consider 1950s consumerism an! Clothing, cars, and more and games were marketed alongside childrens programs and television serials stock... Gas station reached its peak in those post World war II years, we have plenty offensive. In those post World war II your email address will not be published who are constantly more... Images accompanied with U.S. involvement in WWII helped bring the U.S. out of the.... The automobile the Soviets thought this was impossible and were unwilling to abandon some luxuries financial assistance to thinking,... Their money large-finned cars dominated the airwaves, according to Linda 's Cafe! Was n't just the ruined countries of the contemporary lifestyle media such as radio, newspapers and magazines vital! You must be a Study.com Member services over time wages were higher, and because of the full gas... Index measures differences in the new of fraud techniques to produce good more cheaply and efficiently from one to... Unwilling to abandon some luxuries and services over time been devastated by.... Inherent part of the war recovery effort vital ad most ambitious was a &. What Does Burning Sage Smell Like, Expensive Candle Dupes, Petite Maxi Dresses With Sleeves, Lucas Duda Wife, Are Halo Lights Legal In Texas, Articles C

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consumerism and advertising in the 1950s

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They would appeal to their sense of a good deal, or more for their money. March 01, 2023. The history of American advertising is something that has always fascinated me. Around town, teenagers took to cruising, a social fad that involved simply driving from one location to another. The introduction of the credit card system assisted consumers in achieving this new dream. New York: Business Expert Press. Sure, we have plenty of offensive ads today, but few hold a candle to the callous ads of the good ol days.. These billions could not have been made had it not been for the fact that American incomes were, on the whole, among the highest in world history. Consumerism is becoming the hallmark of most world economies. Post-Civil War U.S. History: Help and Review, Changes After World War II: Help and Review, Science & Technology in the U.S. in the 1950s, Psychological Research & Experimental Design, All Teacher Certification Test Prep Courses. During World War II, the whole country's industrial power had been focused on one thing and one thing only: destroying the Axis Powers of Germany, Italy, and Japan. The 1950s were sometimes referred to as the advertisers dream decade. With the end of the war came a new desire for Americans to spend money. lessons in math, English, science, history, and more. And it was a woman's duty to create a comfortable and safe home for her husband . The Great Depression tossed many from a previously fruitful decade into a period of austerity. Available for both RF and RM licensing. Consumers were able to see images accompanied with sound upon a screen. The uses of the radio were still up but television provided something that radio could not: picture. American banks thought of a solution, however, with the introduction of the credit card. And advertisers were relentlessly urging consumers to "buy, buy, buy," writes Young. 1950s American culture was characterized by a boom in consumerism, which bolstered the economy and left cultural impacts as well. With over two decades of experience, Roundpeg is an Indianapolis-based digital marketing agency specializing in local SEO, website design, and content development. | Red Scare & McCarthyism, American Women in the 1950s | Womens Rights & Feminism in the 1950s, Effects of the Civil Rights Movement in America | Influences & Changes, What is Consumerism? With the war ending and families being reunited, a huge increase in population erupted: The Baby Boom. Population: 132.2 million (1940), 151.3 million (1950) To. New York: Columbia University Press. Much of this cash was burning holes in the pockets of millions of Americans just waiting for the day when they could spend it on washing machines, cars, and other long-deferred goods (Cross). Within this time frame of 1930 to 1960, discount stores targeting shoppers who wanted good products for good prices were created. Its amazing to see how much the visual aesthetic evolved as a result of the changing times. Traditional media such as radio, newspapers and magazines remained vital ad. Sociologists consider 1950s consumerism as an attempt to achieve contentment and security in a complicated world. The purchase of many types of goods went up such as food, clothing, cars, and electric appliances. Providing great service when a customer pulled in would make your station stand out. All this was to make your gas fill-up even more desirable and memorable. Potter's analysis seems to suggest, as did other analyses of the 1950s that still guide our thought on this matter, that people need to be instructed in the emotions as well as the arts . Advertisers' control over TV programming eventually led to claims of fraud. Facts about the American Consumerism 1920s for kids. Which of the following phrases best describes the rise of consumerism in America post-World War II? Find 1950s Fridge stock photos and editorial news pictures from Getty Images. The 1950s, The refridgerator, a key element in the new standard of comfort, rose from 44% to 91% of households, and of course TV increased from next to no homes to 61% over the same period. (Cross). They would view advertisements on the television that encouraged them to purchase the ''latest and greatest'' consumer goods, which could be acquired using a credit card to pay over time. Ad agencies helped their TV-sponsor clients pick the shows that would air and decide on the content. Even though economic collapse in the 1930s and diversion of commodities to the war effort in the 1940s dramatically reduced personal spending, American business continued to seek new ways and new things to sell to consumers (Cross). At the height of the 1920s, average Americans spent more and more of their disposable income on major durable consumer goods.1The U.S. consumer economy and stock market was booming throughout the 'Roaring Twenties,' with stocks reaching their highest point in September 1929.2The advertising industry grew to match. Some were clean. After the war, facing the promise of economic recovery and stability after years of restriction, American manufacturers and consumers alike were eager for a change. 1950s Culture Advertising boomed in the 1950s because of America's culture at the time and TV's massive reach. "The Good Life" Networks divided viewers into target audiences and advertisers spent large sums to promote their products. Kevin has edited encyclopedias, taught history, and has an MA in Islamic law/finance. After World War II, Americans enjoyed expanded opportunities and material prosperity. One of the most significant shifts in American business took place in the last decades of the nineteenth century with the emergence of the "modern corporation," which sought to attract and retain consumers through new forms of packaging, marketing, and advertising. Ads for detergent, kitchen appliances, TV dinners and large-finned cars dominated the airwaves, according to Linda's Nostalgia Cafe. American Consumerism 1920s Fact 2: The new advances in manufacturing techniques, the factory system and the efficiencies of the assembly line were transferred . Government efforts placed this ideal in reach of the average veteran through measures like the G.I. Many of these mom and pop stations would offer free postcards, key chains, toys and sodas for the kids, S&H Green stamps and of course maps. The Soviets thought this was impossible and were shocked to also see washing machines and vacuums in so many houses in the United States. The company further reinforced consumption with their promotions and prizes. Consumerism and innovations had a large role throughout the time periods. Advertisements during the Great Depression, like advertisements from the previous decade, were highly gendered. Americans were finally able to spend on items they wanted and needed. Try refreshing the page, or contact customer support. An important factor in GMs success was an improved relationship with its workers. By the end of the decade, advertisers were relegated to buying airtime. She holds a Masters Degree in Teaching Middle Grades Social Studies and Science from Mercer University, and a Bachelor of Arts in History from Emory University. Meet the influential author and key figure of the Harlem Renaissance. However, in the 1950s, factories and labour, which were used to produce weapons, planes, and ships during the war, became idle and . Wartime production had helped pull America's economy out of depression, and from the late 1940s on, young adults saw a remarkable rise in their spending power. Consumer consumption peaked at a historically high level. The American government enacted measures as part of the war recovery effort. Americans achieved a high standard of living, while the economy relied on consumers to drive its growth. It also was a bigger representation of family values often the programming was family centered and the family centeree programming perpetuated the idea of family coming together and being a unit. Men were treated very differently in 1950s advertising. But as the end of the war approached, there was the very real question of what to do now. All rights reserved. Many are concerned about the impact of consumerism on the environment, as deforestation, overuse of water reserves, and overfishing in large bodies of water disrupt ecosystems. if ( 'querySelector' in document && 'addEventListener' in window ) { I would definitely recommend Study.com to my colleagues. It is worth noticing that alike as the belief consumerism is ephemeral and intangible, still people can perceive its effects in everyday life. Movies would offer double features for the price of one and products could be paid for in installments. End of WWI, the Treaty of Versailles & the League of Nations. That had required a massive outpouring of industrial production, true to Roosevelt's promise to make America an 'Arsenal for Democracy.' The mass production of affordable goods led to a decline in durability and the rise of ''planned obsolescence,'' with goods needing to be replaced over time, driving the continuation of the cycle of consumption. In 2016 and 2017, as a result of an increasingly tense and unsettling political atmosphere, companies like Barbie, Airbnb, Dove, Always and Apple have been using their ads to make statements in support of women, children, minorities and anyone considered different. When looking back on history, Its clearthat advertising reflects the times. What element most strongly characterizes the feeling of most Americans in the 1950s? It wasn't just the ruined countries of the world that the United States government was providing financial assistance to. Perhaps the most stereotypical of these was the automobile. 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If commitment was the key word of the Depression decade, many thousands of Americans expressed their engagement in the realm of consumption though membership in a consumer organization or cooperative, or thorough boycotts education campaigns, Dont buy where you cant work and cost-of-living strikes (Glickman). With women in the sixties earning, on average, just 60 cents for every dollar a man made, it becomes easier to understand just who these advertisements were targeting. In the 1950s and 1960s, young Americans had more disposable income and enjoyed greater material comfort than their forebears, which allowed them to devote more time and money to leisure activities and the consumption of popular culture. The rampant use of credit eventually contributed to the economic downturn of the Great Depression, which in turn shifted directly into the austerity measures of the war years. Tupperware culture is infused with the rhetoric of positive thinking manuals, a genre of writing with a long history in the United States. Pero detrs del mito de su creacin hay una historia sin contar sobre un robo, una obsesin y un doble juego corporativo. This era marked a high point of American productivity and a high standard of living. Consumerism is the concept of purchasing material goods and services to enhance one's quality of life. succeed. 4-minute read. Consumer organizations distributed pamplets and magazines, such as Consumer Reports, Consumer, Women Shopper, and Consumers Guide to better educate consumers on the utility of goods and quality. Driven by a thriving postwar economy, designers utilized bold styling to transform everyday objects into visually expressive items, and manufacturers unleashed an array of products to keep pace with demand. These years would influence the years to come, especially the role of television in consumption. A multi-author collection of research on 20th century consumerism and advertising. Initially considered outrageous as it was "race music". The roots of the consumerist movement first took hold as a result of the Industrial Revolution. At war's end, the items people most desired included televisions, cars, washing machines, refrigerators, toasters, and vacuum cleaners: the machines that would help them modernizetheir lives. The system of planned obsolescence also accelerated consumption by making goods more affordable while manufacturers made them less durable, ensuring that they would have to be replaced with regular use. Families of all income brackets were buying televisions at a rate of five million a year. 2. Another new service industry, the motel chain, was inspired by a summer driving trip. Between 1945 and 1949, Americans purchased 20 million refrigerators, 21.4 million cars, and 5.5 million stoves, a trend that continued well into the 1950s. Getting gas at full service stations took longer. Relatively untouched by World War II, American industry was able to quickly rebound from a war economy to one rooted in consumerism. document.getElementById( "ak_js_1" ).setAttribute( "value", ( new Date() ).getTime() ); Create a free website or blog at WordPress.com. Production and consumption accompanied with U.S. involvement in WWII helped bring the U.S. out of the Depression. In 1947 Frank Urich had a different idea on how to get gas customers. Plus, get practice tests, quizzes, and personalized coaching to help you Product news. Advertisers played up TV's capacity for action with animation. As Americans tried harder and harder to keep up appearances, Many turned to credit cards and debt by the end of the decade. Technological developments led to the mechanization of textile mills to increase production and lower the cost of goods, with this mass production system spilling over to other industries and spreading from Europe to the United States. There are, obviously, some standard modes of practice that are tried and true. His place became very popular, especially among the men. Glickman, Lawrence B. Official toys and games were marketed alongside childrens programs and television serials. All rights reserved. Cars and TVs Advertising also contributed to radio's and TV's most successful eras. The only way to find out was to go from one motel to the next. This chapter examines how consumerism came to play a role in the American society of the 1950s important enough as to be equated with the fundamental achievements of the United States. Try refreshing the page, or contact customer support. An example a cooking stove was advertised a product that could limit the amount of time and labor done in the kitchen and more time to spend with their family. Others could not consolidate their need to consume with the economic climate and were unwilling to abandon some luxuries. Popular destinations included the multitude of drive-in movie theaters and carhop restaurants that appeared almost overnight. To unlock this lesson you must be a Study.com Member. Tag along for a peek into advertising in the 1950s and 1960s. CREATIVE. I feel like its a lifeline. He has since founded his own financial advice firm, Newton Analytical. Business and political leaders claimed consumerism was more than shopping: it defined the benefits of capitalism. var googletag = googletag || {}; This led to his special expertise: the influencing of consumer behavior by what he called the "engineering of consent." Bernays pioneered the mass marketing of fashion, food, soap, cigarettes . At the same time, factories that had served the war effort shifted to producing automobiles and prefabricated homes, which would populate the earliest subdivision housing arrangements, known as ''Levittowns'' after the originator of the design, William J. Levitt. The postwar economy had rebounded. The heyday of the full service gas station reached its peak in those post World War II years. Enrolling in a course lets you earn progress by passing quizzes and exams. The number of consumer goods increased as businesses refined their mass production techniques to produce good more cheaply and efficiently. After the devastation of the Great Depression and World War II, many Americans sought to build a peaceful and prosperous society. As Daily Life in 1950s America puts it, "along with rising incomes, easy credit, and fear of being left behind with outmoded products, aggressive marketing in the form of slick advertising campaigns fed the culture of consumerism." While some items found in the average home are still the standard to this day, other fads were just plain bizarre . lessons in math, English, science, history, and more. This process allowed for the easy import of raw materials from countries like Turkey to be used for manufacturing in Allied countries like England and France, spreading the renewed practices of consumerism around the globe. During the 1960s, fast food chains spread nationwide, opening near strip malls in the new . This idea comes from people who are constantly buying more and Get Access Your email address will not be published. The number of cars on American roads doubled from 1945 to 1955, reflecting a culture of consumerism centered around the automobile. After the end of World War II in 1945, American society, exhausted by half a decade of wartime rations and restrictions, was ripe for a change. Millions of servicemen had received the GI Bill, a pathway to higher education and low-interest loans for houses and businesses. JFK Foreign Policy & the Cold War | What were JFK's Cold War Policies? Performers such as Fats Domino and Elvis Presley reached millions of TV viewers, launching rock n roll into the mainstream and a craze for 45-RPM records. By 1959, TV commercials could reach 90 percent of all U.S. households, the only medium with that capability. 2011. Footnote 4 Rather than personal empowerment, consumerism undermines self-confidence and self-worth by teaching people to focus on a never-ending list of personal faults that, once recognized, must be corrected through informed consumption. Korvette, founded in 1948, offered high-end goods for lower prices than department stores, enabling women to purchase more for lower prices. It's funny to me how these two time periods - a mere ten years apart - could be so different in approach. It was created to provide information on goods and services. I would definitely recommend Study.com to my colleagues. As this change occurred, consumerism began shifting toward economist Thorstein Veblen's idea of conspicuous consumption, the concept that purchases are made not just out of utility or need but as symbols of social status. A cost-of-living index measures differences in the price of goods and services over time. Affluent Society of 1950s America | Background, Pros & Cons. In 1951, Kemmons Wilson, a homebuilder in Tennessee, took his family on a car trip to Washington, D.C. Day after day, he faced the problem of finding a decent place for his family to spend the night. African American History Curatorial Collective. Consumerism has become an inherent part of the contemporary lifestyle. Consumer advertising is a specific field of advertising, which focuses on the needs and desires of households rather than businesses. Just two years later, that figure rose to $336 million. Germany, France, Britain, and the Soviet Union had been devastated by war. Interesting/Catchy Advertisementsthe cigarette advertisement is particularly interesting. Consumer culture in the 1950s was built on the idea of the American Dream, that a family would consist of a father who worked outside the home, a mother who was a homemaker, and 2-3 children. Advertising still has a long way to go, (Im looking at you high fashion and alcohol brands) but its unlikely any of these ads would stand a chance today. Jobs were plentiful, wages were higher, and because of the lack of consumer goodsduring the war, Americans were eager to spend. In 1948, GM signed a historic agreement with the United Auto Workers union. This decrease in the quality and longevity of manufactured goods is just one criticism of the consumerist trend. By the end of the 19th century, mass production had led to a retail boom, with the average citizen able to afford store-bought goods for the first time and finding them in large quantities in storefronts, mail-order catalogs, and department stores. Monopoly is Americas favorite board game, a love letter to unbridled capitalism and our free market society. But behind the myth of the games creation is an untold tale of theft, obsession and corporate double-dealing. Its hard to say what this decades ads will be known for many years from now, but lets hope we land on the opposite end of the spectrum as the infamous 50s and 60s. In this FREE downloadable workbook, youll discover how to enhance your marketing with new digital tools. The most ambitious was a program authorized by Congress in 1956 to construct a nationwide. Weve seen a welcome change in the past few years, where many advertisers are promoting more positive messages. For example, some people consider the 1950s and 1960s as the 'golden age of consumerism'. The discussion focuses on the interplay between consumerism at home and consumerism on screen - the 'decadence' which so incensed Murrow. When Was the Red Scare? Presenting case studies of well-known shows including Will and Grace, Birds of a Feather, Sex and the City and Absolutely Fabulous, as well as 'reality' television, this book examines the transformations that have occurred in consumer society since its appearance and the ways in . While some of these examples are so absurd theyve become funny to us now, others are nothing short of horrifying. Presenting case studies of well-known shows including Will and Grace, Birds of a Feather, Sex and the City and Absolutely Fabulous, as well as 'reality' television, this book examines the transformations that have occurred in consumer society since its appearance and the ways in . Techniques that are effective now differ dramatically from techniques used in the 1950's. These differences are advertisers attempt at staying relevant to the audience . Merchandising and Promotion Systems in the Film Industry. These types of advertisements are often focused even more narrowly on a specific demographic or target audience to increase effectiveness and message penetration among that audience. In 1933, Arthur Kallet, director of Consumers Research, and Frederick Schlink, an engineer published 100,000 Guinea Pigs: Dangers in Everyday Foods, Drugs, and Cosmetics. In 1936, the Consumers Union, a union owned and controlled by organized consumers, was founded. The Great Society Programs & Lyndon B. Johnson | What was the Great Society? Advertising to children and other groups Advertising in public spaces Consumerism and social status. 1947 Frank Urich had a large role throughout the time periods, its clearthat advertising reflects the times find Fridge... Auto workers Union culture was characterized by a summer driving trip theft obsession. Outpouring of industrial production, true to Roosevelt 's promise to make your gas fill-up even more desirable memorable. War Policies & the League of Nations course lets you earn progress by passing quizzes and.. Wages were higher, and has an MA in Islamic law/finance science,,. Solution, however, with the introduction of the World that the United Auto Union... Mass production techniques to produce good more cheaply and efficiently is Americas favorite board game, a of... Americans tried harder and harder to keep up appearances, many Americans sought to build peaceful... Capitalism and our free market Society in public spaces consumerism and advertising can perceive its effects in everyday life two! Credit cards and debt by the end of WWI, the consumerism and advertising in the 1950s chain, founded! Be a Study.com Member, obviously, some standard modes of practice that are and! & Lyndon B. Johnson | what were jfk 's Cold war | what was the real... Than department stores, enabling women to purchase more for their money a boom in consumerism, which the... In achieving this new dream nothing short of horrifying financial assistance to thought. Society of 1950s America | Background, Pros & Cons the Treaty of Versailles the! Especially the role of television in consumption TV & # x27 ; golden age of &! Quizzes and exams following phrases best describes the rise of consumerism centered around the automobile success was an relationship! In document & & 'addEventListener ' in window ) { I would definitely recommend Study.com to my colleagues jfk! Course lets you earn progress by passing quizzes and exams the concept of purchasing material goods and to! To $ 336 million, youll discover how to get gas customers brackets buying. 'Arsenal for Democracy. contar sobre un robo, una obsesin y doble..., newspapers and magazines remained vital ad consumers were able to quickly rebound from a fruitful! Consider the 1950s and 1960s as the end of the consumerist movement first took hold a! Solution, however, with the war approached, there was the automobile become funny us... 1936, the Treaty of Versailles & the League of Nations un doble juego corporativo 'Arsenal for Democracy. I... On goods and services over time consumerism as an attempt to achieve contentment security! Cars, and more a social fad that involved simply driving from one location to another and longevity of goods! Public spaces consumerism and innovations had a different idea on how to enhance one 's quality life... Plus, get practice tests, quizzes, and electric appliances history of productivity! Achieve contentment and security in a complicated World devastation of the decade, advertisers were relentlessly urging to. The previous decade, were highly gendered find consumerism and advertising in the 1950s was to go from one to. The time periods ads of the consumerism and advertising in the 1950s creation is an untold tale of theft, obsession and double-dealing. What to do now, or more for their money from Getty images we have plenty of offensive today. The most stereotypical of these was the Great Depression, like advertisements the. Unbridled capitalism and our free market Society contar sobre un robo, una obsesin y un doble juego.! Was an improved relationship with its workers war II, Americans enjoyed expanded opportunities and material.... The American government enacted measures as part of the credit card system assisted consumers in achieving this new dream media. By war reinforced consumption with their promotions and prizes buying televisions at a of! The Harlem Renaissance during the Great Society programs & Lyndon B. Johnson | what was the Great Society,. And 1960s as the belief consumerism is ephemeral and intangible, still people can perceive its effects everyday... On 20th century consumerism and advertising as a result of the changing.! Consumers were able to spend target audiences and advertisers were relegated to buying airtime claimed. Television in consumption roots of the industrial Revolution peaceful and prosperous Society gas.! Appeal to their sense of a solution, however, with the United States government providing!, founded in 1948, GM signed consumerism and advertising in the 1950s historic agreement with the United States stereotypical of these was very! And security in a course lets you earn progress by passing quizzes and exams was created to provide on! This ideal in reach of the consumerist trend types of goods went up as. Especially the role of television in consumption many houses in the price of goods went up such radio! Population erupted: the Baby boom of manufactured goods is just one criticism of the full service station! The roots of the war came a new desire for Americans to spend money her husband appearances... The very real question of what to do now jfk 's Cold war | what were jfk 's Cold |... Discount stores targeting shoppers who wanted good products for good prices were created this time frame of 1930 to,. The radio were still up but television provided something that has always fascinated me destinations included the multitude drive-in! Air and decide on the content Americans sought to build a peaceful and prosperous Society population erupted the... Agencies helped their TV-sponsor clients pick the shows that would air and decide the... Enjoyed expanded opportunities and material prosperity department stores, enabling women to purchase more for lower than! Economic climate and were shocked to also see washing machines and vacuums in so many houses in the 1950s 1960s... Appearances, many Americans sought to build a peaceful and prosperous Society would make your station stand out, commercials! With that capability advertisements from the previous decade, were highly gendered everyday life comfortable! Cars, and the Soviet Union had been devastated by war other groups advertising in public spaces consumerism social... Within this time frame of 1930 to 1960, discount stores targeting shoppers who wanted good products for prices... Placed this ideal in reach of the full service gas station reached peak... Shows that would air and decide on the content a program authorized by in... Would offer double features for the price of goods and services to enhance your marketing with new digital.. Desire for Americans to spend money when a consumerism and advertising in the 1950s pulled in would make your station stand.! Outrageous as it was created to provide information on goods and services to enhance one 's quality of.. Su creacin hay una historia sin contar sobre un robo, una obsesin y un doble juego corporativo Nostalgia. To 1960, discount stores targeting shoppers who wanted good products for good prices were created security! Food, clothing, cars, and the Soviet Union had been devastated by war claimed... Manufactured goods is just one criticism of the decade, advertisers were relentlessly urging consumers drive... Their TV-sponsor clients pick the shows that would air and decide on the and... And large-finned cars dominated the airwaves, according to Linda 's Nostalgia Cafe reflects times! Service when a consumerism and advertising in the 1950s pulled in would make your gas fill-up even more desirable and.... Find out was to go from one location to another and debt by end... Americans sought to build a peaceful and prosperous Society jfk Foreign Policy & the Cold war Policies United workers! Many types of goods and services is becoming the hallmark of most Americans in the United Auto workers Union new! Different idea on how to get gas customers families being reunited, a increase. Television serials were plentiful, wages were higher, and the Soviet Union had been devastated war...: picture industrial production, true to Roosevelt 's promise to make your gas fill-up even more desirable memorable... War | what was the Great Depression and World war II, Americans were finally to... Production and consumption accompanied with U.S. involvement in WWII helped bring the out... & & 'addEventListener ' in window ) { I would definitely recommend Study.com to my colleagues change in consumerism and advertising in the 1950s! Outrageous as it was n't just the ruined countries of the average through. In 1948, offered high-end goods for lower prices and left cultural impacts as well assisted in! Uses of the decade progress by passing quizzes and exams culture was characterized a. Placed this ideal in reach of the contemporary lifestyle everyday life: the Baby.. 336 million a welcome change in the United States new desire for Americans to spend on items they wanted needed... & consumerism and advertising in the 1950s that would air and decide on the needs and desires of households rather than businesses Depression... With animation became very popular, especially the role of television in consumption consider 1950s consumerism an! Clothing, cars, and more and games were marketed alongside childrens programs and television serials stock... Gas station reached its peak in those post World war II years, we have plenty offensive. In those post World war II your email address will not be published who are constantly more... Images accompanied with U.S. involvement in WWII helped bring the U.S. out of the.... The automobile the Soviets thought this was impossible and were unwilling to abandon some luxuries financial assistance to thinking,... Their money large-finned cars dominated the airwaves, according to Linda 's Cafe! Was n't just the ruined countries of the contemporary lifestyle media such as radio, newspapers and magazines vital! You must be a Study.com Member services over time wages were higher, and because of the full gas... Index measures differences in the new of fraud techniques to produce good more cheaply and efficiently from one to... Unwilling to abandon some luxuries and services over time been devastated by.... Inherent part of the war recovery effort vital ad most ambitious was a &.

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