1. #44 Ch 12 S 3 Details: Read & Notes Ch 12 S 3 _________________ 11.5.1
Discuss the policies of President, Calvin Coolidge.

2. Chapter 12: Politics of the Roaring Twenties Section 3: The Business of America

3. Standards
11.5.1
Discuss the policies of President, Calvin Coolidge.
11.5.7
Discuss the rise of mass production techniques, the growth of cities, the impact of new technologies (e.g., the automobile, electricity), and the resulting prosperity and effect on the American landscape.
11.6.1
Describe the monetary issues of the late nineteenth and early twentieth centuries that gave rise to the establishment of the Federal Reserve and the weaknesses in key sectors of the economy in the late 1920s.

4. Objectives
Following lecture and reading of this section, students will be able to:
Explain Coolidge’s policies
Summarize the impact of the automobile and other consumer goods on the lifestyle of Americans.
Explain how prosperity affected different groups of Americans.
Explain in what ways the country’s prosperity was superficial.

5. Coolidge’s Policies Favored the growth of business
“The business of America is business”
Adopted government policies that favored business:
Kept taxes low
High tariffs on foreign imports
Profits high
Easier for businesses to get credit to expand co.
Limited government interference in business

6. Impact of the Automobile
Individual American independence
Construction of paved roads
Route 66 (LA-Chicago)
Houses with garages or carports and driveways
Gas stations and service stations sprang up
Motels, traffic signals, shopping centers
Urban Sprawl
Allowed people to live outside the city, and travel into the city for work
Airplanes used to carry mail; then people!

7. …and the Livin’s Easy Use of electricity transformed U.S. life
Cities and suburbs could have electricity
Irons, refrigerators, stoves, ovens, toasters, etc…
Made lives of housewives easier and more efficient
Modern Advertising
Used to get people to buy their products
Psychological techniques studied (Listerine)
Got people to “need” things, that only years earlier:
Did not exist
Were for the upper class

8. Da, Da ,Da ,Da, Da, Da…Charge…It!!!
Never-ending prosperity
Production, profits, and wages all up significantly
Chain stores, 5 and Dime stores, corporate mergers
Income gap became larger between rich and poor
Farmers, iron, and RR industries struggled to survive
Farmers produced too much, causing drop in demand & price
Credit
Installment plan- buy now pay later
Enjoy while you pay
Sign of fundamental weakness in economy (427 Convo)
It was only a matter of time…

9. In Closing
Automobiles, electrical appliances, and other consumer goods flooded the the market as America’s standard of living soared in the 1920s
Although not everyone took part in the general prosperity, many Americans embraced the present and enjoyed life

10. Ch 12 S 3 DQs Describe the concept of Urban Sprawl.
How did the automobile change American life?
What role did credit play in the American economy of the 1920s?
What role did mass advertising play in the American economy of the 1920s?
How did the installment plan fuel a superficial prosperity?

11. #44 Ch 12 S 3 Details: Read & Notes Ch 12 S 3 Margin ?s: A-D (4)
Study Guide ?s 1-5 (5)
11.5.1
Discuss the policies of President, Calvin Coolidge.

12. #51 Ch 12 Assessment
Details:
Pg. 430 Main Ideas ?s 1-6 (6)