The American Dream in the 50’s Chapter 19 Section 2
Organization of Man and the Organization In the 1950s Americans no longer held blue collar jobs. The majority of Americans were working higher paying “white collar” jobs or as professionals The white collar jobs were in sales, advertising, and in insurance companies. In the 1950’s Americans were doing one thing different that they were not doing before the war. They were working. Many of these white collar jobs were performed in big company’s or government agencies. However, these corporations expanded and began to form conglomerates. In addition to that, companies began to start franchising; this is where a company offered similar services in different locations around the country.
Social Conformity With the development of the new franchises American workers found themselves conforming to social norms. Those who were well paid and found themselves at secure jobs began to lose their individuality as people in the work force. Businesses and employers did not want workers to be creative thinkers they wanted workers that would not disrupt the company’s goals. Americans began to question whether or not the American dream came at too high a price.
The Suburban Lifestyle The better economy and the GI Bill led to what is called suburban lifestyle. Most Americans worked in cities but few of them lived there. 85% of the new homes in the 1950s were built outside the city in the suburbs. For many people, living in the suburbs was the ideal of the American dream. Suburbs had good schools, good neighbors, and was a good environment to raise children. This lifestyle was made possible by the new highway system and the affordability of cars. People could afford to commute from the suburbs to the city to go to work.
The Baby Boom As men came home from WWII they settled into civilian life and returned home to their families. Upon their return home they contributed to a gigantic rise in the U.S. population. The largest generation in U.S. history was born. This spike in the U.S. population became known as the Baby Boom. The birth rate soared and at one point in the nation, there was a baby being born every 7 seconds. This increase in the population was due to the economy being better, the want of a big family, and many advances in medicine. One of the major advances in medicine was the polio vaccine developed by Dr. Jonas Salk. The rising child population also led to an overcrowding in schools as well as a shortage of teachers.
The New Home of the 1950s During the 1950s, a woman’s role was popularized as a “home maker” through magazines, TV and movies. The home maker was described as the “key figure in all suburbia” However, not all women felt that being the typical home maker was the right path. Many were not satisfied and wanted to be in the work force. However they were held back by lack of employment opportunity, lower wages, and less encouragement to be successful. The housewife also enjoyed new appliances in the 1950s. They now had washer and dryers, refrigerators, TV’s, and dishwashers. Because of the better economy, Americans could afford these things and have time for leisurely activities.
The Automobile Culture After WWII the U.S. had a plentiful amount of gasoline which led to a large amount of less expensive gas prices for the consumers. Living in the suburbs meant that people needed a car; to get to work, to go to school, or to go get groceries. Unlike city life, there were no cabs and many things were not in walking distance. With more cars, there was a need for more roads. The state and local governments began to build and connect roads and as a result of the Interstate Highway Act, networks of large highways were constructed all over America. This boomed businesses around the country and gave Americans a sense of freedom. Not all good came from this; cars took a toll on public transportation, the environment, the poor inner city residence, and overall widened the gap between the middle class and the lower class.
1954 Chevy Corvette Convertible 57 Chevy Bel - air
Consumerism Unbound By the mid-1950s nearly 60 percent of the U.S. was considered to be middle class. Consumerism thrived, and the more materials you had the more successful you were thought to be. New products came on the market in the 1950s. Products like TVs, freezers, record players, and power lawn mowers. Americans had more leisure time so they also bought items like swimming pools and BBQ grills. With this need for more materials, products began to be built so that they would one day be obsolete so that they could sell more products. This was a marketing strategy that still lives today!
Advertising Nation This want for material goods came with new forms of advertising on the TV and radio. Commercials with actors selling goods and billboards on the new highways became a normal occurrence. New marketing strategies by advertisers appealed to people’s desires and wants. These marketing tactics led to the TV becoming a major part of American culture.
1. What message about women does this advertisement convey? 2. Do you think this is an appealing advertisement or no? Explain your answer.