UNIT+THREE+Boom+to+Bust

UNIT THREE

From Boom to Bust: America in the 1920s



Below are three links to the documentary You viewed in class. It is //The Century: Peter Jennings// and these three links make up the three parts of the episode dealing with the 1920s. It is filled with interesting film and quality commentary and really covers the decade visually. This should be help you better visualize the readings.

Part I: []

Part 2: []

Part 3: [] Study Guide: ﻿ Unit Agenda:

Advertising in the 1920s:

After the war, general circulation magazines dropped the theme of reform and picked up on the culture of consumerism. //Ladies' Home Journal// and //The Saturday Evening Post//, featuring Norman Rockwell's paintings on its cover, became fixtures in middle-class homes around the country. Hoping to attract serious newsreaders, Henry Luce began publishing //Time// in 1923. New tabloid newspapers launched after the war, like the //New York Daily News//, $.25 for the large tube || achieved large circulation by covering crime, sports and scandals. Advertisers, now reaching millions of consumers on a daily or weekly basis, hired movie stars and sports figures to persuade Americans to buy all types of products, from coffee to tobacco products. Business had become America's secular religion, thanks to advertising. Bruce Barton's 1925 book comparing religion and business, //The Man Nobody Knows//, declared Jesus Christ's parables as "the most powerful advertisements of all time.... He would be a national advertiser today." Coca-Cola serves as a good example of how product advertising changed over this forty-year period. When first introduced in the 1880s, the product was marketed as a medicine, with claims that it cured headaches, and that it "revived and sustained" a person. Seeking to build repeat business and brand loyalty, by the 1920s the company emphasized it as a refreshment and a "fun food". Consumers demanding the cola at soda fountains could pressure storeowners to stock it, or risk losing their business. Today Coca-Cola is one of the largest and most visible companies in the world thanks to its successful advertisement campaigns.
 * [[image:http://www.eyewitnesstohistory.com/images/snpmech4b.jpg width="188" height="129" align="left"]] ||
 * Colgate Toothpaste Ad - 1924

The Internet is teeming with ads from the 1920s that demonstrate the "national culture" and consumerism of the 1920s. The example above illustrates the ways advertisers appealed to consumers. **For this assignment - you must find an ad from the 1920s and post it in the space below. Along with the image, you must offer an analysis of how that ad represented the shift toward consumerism in the 1920s.**
 * For example: in the ad above, the young man represents a healthy, good-looking American who has lesiure time to spend playing lawn games with friends. If he wants to keep those friends, and that lifestyle, he'll want clean, white teeth. This demonstrates that ads in the 1920s were geared towards selling a lifestyle, not just a product. Everyone wants to live like this young man, therefore everyone wants clean, white teeth as well, and they need Colgate to make that possible.**
 * [[image:AncientPrejudiceLuckyStrike.jpg width="296" height="515"]]Alicia Spangenberger: In the ad for Lucky Strike Cigarettes above a large, strong hand wearing a sleeve that resembles the American flag is breaking a chain which symbolizes the "ancient prejudice" against cigarettes. The people on the left who are still subject to the ancient prejudice are wearing large caps and showing hardly any skin whereas the people on the right who have broken free from the prejudice are enjoying themselves in risque bathing suits. This demonstrates that ads in the 1920's were linking the fascinating new lifestyles of society, where it was okay to show your ankles, to a pack of cigarettes. If you smoke these cigarettes then you too can enjoy the fruits of this progessive new AMERICAN lifestyle.**
 * [[image:art_deco_perfume_ad.jpg width="212" height="238"]]Molly Peters: This ad is from the 1920's representing the new woman and also advertising for "Irresistible" perfume. Women are becoming more modern throughout the 20's, with the "flappers" and city night life. This ad is appealing to women of all ages and they get the sense to be more like these women and if they buy this perfume then they feel they will be like them in some way. Ads are changing, as they look to not only sell the product, but sell the consumer that this product will really make their life better. This represents the radical change of social views, especially for women as they are given the right to vote. They feel they should be accepted in society no matter what, changing the way they dress with shorter dresses, wearing red lipstick, cutting their hair and using this"irresistible" perfume to ultimately make their life better.**


 * [[image:http://www.adclassix.com/images/29smithcoronatypewriter.jpg]]Kathleen Lydon: This advertisement for Corona Typewriters signifies the change in advertising in the 1920's. The very beginning of the document declares "There are two kinds of leisure- that of the loafer and the kind enjoyed by men who get their work done," obviously portraying the latter as the best. The ad goes on to claim that an American citizen will be able to enjoy the latter if they purchase a typewriter from Corona, especially if they're interested in going to college. As attendance in secondary schools increased rapidly in the Nation, the Corona company urges students to use their typewriters, as they will be able to get the most out of their education. Corona, according to this ad, is the only way to become successful in not only school but in life. The advertisments in the 1920's proved that companies were doing all they could to adapt their products to the ever changing society in the United States, in order to sell as much as possible.**


 * [[image:dbruthcola.jpg width="320" height="445"]]Charlotte Karol: This advertisement for Red Rock Cola demonstrates the new appeal products gave to consumers in the 1920's by using Babe Ruth as an endorsement. Since Babe Ruth was a well known celebrity during this decade, Americans looked up to him and wanted to be like him. By having a quote of Babe Ruth saying how much he likes Red Rock Cola makes Americans want to drink it too, because that way they will be just like Babe Ruth. Having the baseball and Babe Ruth also appeal to baseball fans and since going to baseball games was very popular during this decade, the association of Red Rock Cola and baseball promote the product even more. Similar to other advertisements in the 1920's, this ad proved that companies were using new techniques to sell their products, by changing their ads as society changed. Today, endorsements, along with many other ad techniques are used frequently, proving that the 1920's initiated a new age of advertising.**

** Kathryn Neil: In this ad for Listerine, a handsome young man is seen flattering the beautiful woman. This ad appeals to people of all ages, saying if you use Listerine, then you will for sure find a handsome man or a beautiful woman. This shows how much ads have changed, by not just selling the product, but by convincing the consumer if they use Listerine, they will have a better chance of finding love and being happier. By saying, “everybody has it” the consumers are convinced that it is a popular item and they must have it to be like everyone else. This shows the shift towards consumerism in the 1920’s, because everyone wants to live like this young man and woman and find their own love. **



Kate McAteer: This ad shows a woman who lost weight using La Mar Reducing Soap. The ad is trying to show that by using the soap, you too could lose weight, look younger, and become a more beautiful and happy woman. The ad claim that results are “quick and amazing,” appealing to woman in the 1920’s who were very busy with their new fast paced careers and engrossing social lives and do not have time to work out. The ad also claims that the soap will eliminate fat on “double chin, abdomen, unbecoming wrists,” and more. This appeals to all women because they had different areas of dislike on their bodies. By buying La Mar Reducing Soap, women in the 1920’s could be slimmer, happier, and look years younger.

Nicole Gallup: This ad is for Coca Cola. It shows a beautiful elegant woman causally "drinking" Coca Cola. The ad also says "Drink Coca Cola in Bottles: Delicious and Refreshing". This ad shows a shift towards consumerism because it appeals to women. If a woman was to see this ad they would see a respectable woman drinking Coke, and then they would think that if they were to drink Coke then they would soon become elegant women. Also they would feel like they would be refreshed because the ad said that Coke was refreshing. This is a shift towards consumerism because, what girl does not want to feel like they are beautiful and can have things that other beautiful girls have? By seeing this ad women would feel the need to buy Coke, to make themselves feel better, thus more and more women would buy Coke and then Coke would gain more money because more and more people were buying it, showing the mass consumption of Coke. In the ad above for //Paige Cars// it is not apparent at first glance that this is a car ad. While a car is present in the ad by viewing the ad what you mostly notice is the beautiful scenery and luxurious feel to the picture. Underneath the word " PAIGE " it says //The Most Beautiful Car in America.// What this ad is demonstrating to the common man is, if you buy the most beautiful car in America such as the Paige, you will lead a happier, more luxiorous, and fantastic life. A common tactice in the advertisting world in the past and even today. The people in the car appear to be happy and care-free, just gazing off in the scenery in their beautiful car. The pursuit of happiness and to be well off is a common search for most people and if it can simply be found by just buying a car, most consumers would fall for this trap very easily. So, if you want to live a happy, luxiorous, fantastic life you must buy a Paige car, clearly.

Megan Otto: The ad to the left for Lucky Strike cigarettes demonstrates how cigarette companies were claiming that even medical professionals supported and were consumers of their product. Cigarette companies persuaded the public view that smoking was a healthy decision based on false medical statistics. With professionals on their side, companies hoped to use the medical consent of professionals to promote their product. The ad even goes on to claim protection against throat irritation, enabling consumers to believe that by smoking cigarettes they're simply "following the doctors orders". This increases consumer consumption because the public begins to believe that not only are cigarettes the new trend, but also they're approved by even the healthiest beings in society.

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**Ashley DeBarro** **s: In this ad for Coca-Cola, it shows a picture of Santa Claus drinking a refreshing Coke while a child stands by saying "Me too!". This ad contains one of the most iconic figures linked within children and the holidays. Also, this ad links the Coca-Cola brand with happiness and joy since Santa Claus is very jolly drinking Coca-Cola. The ad represents the shift towards consumerism in the 1920's because now the Coca-Cola company was targeting children in order to increase their profits. The goal of the company was to gain a new audience into using their product in order to increase the company.**======


 * Shannon Mahoney: This Coca Cola ad shows a woman enjoying her drink while relaxing at home. This is appealing to many people because first off the woman is fairly attractive. In the 1920's many advermisement techniques included using attractive women, luring in the public to buy their products. The advertisement demonstrates the shift towards consumerism in the 1920's because the ad is suggesting that you will have a better life if you consume their product. It shows that you will have a pleasant and relaxing life if you choose Coca Cola. This also represents the shift to consumerism because it presents a convenience for buyers. "A pause that refreshes... at home" provides a convenient availability that is appealing to viewers.**

Tracey Duffey: This ad shows a woman cleaning her floors with the new "Old Dutch Cleanser". Her expression shows how it has become a simple and easy task to do housework, rather than a burden. This advertisement is shifting the ways of old advertisment techniques. This ad demonstrates the shift towards consumerism because instead of just trying to market the product, it is marketing the new lifestyle. This would therefore increase consumer consumption because now there are easier ways to go about tasks. In fine print it claims that is "Goes further and does better work," meaning that this new and alternative lifestyle is more efficient. The consumer will benefit to a larger degree in purchasing this product. This also makes the everyday tasks of women seem more appealing. This is a shift towards consumerism because it makes the lifestyle of women seem manageable and easy, a new way of life, and appealing to women.

**Rebecca Short:** This advertisment shows a man smoking a cigar announcing that if you want to save money that you should buy a ford. This man is very well dressed in a suite and tie and seems to be someone of the upper class. This advertisment is trying to show consumers that if you buy a Ford that you will save money and therefore you will have more money to spend in other ways. This shows a shift towards consumerism because this advertisment is selling a lifestyle that could be if you were to buy their product.

Christine Collins: This ad shows Amelia Earhart, the first woman to successfully fly solo across the Atlantic Ocean, next to a picture of Lucky Strike Cigarettes. It says that these cigarettes were carried with her on her journey and helped her to complete it. The ad also says that these type of cigarettes will not give you a cough or irritate your throat. The ad is a shift toward consumerism because it is selling the lifestyle of a successful celebrity while being healthy. It is suggesting that if you, the consumer, smoke these cigarettes, you will be able to achieve huge goals, stay healthy and live the lifestyle of a celebrity, which seems desirable to the public.



Katie Bonica: This ad shows a seemingly glamorous, independent woman in a shockingly revealing dress. It markets these stockings to middle class women by referencing how students can afford them and how they prefer them. Ergo catching the attention of older women because they want to follow the styles of what college girls are wearing. This shows the new era because it is promoting a provocative new idea for the independent woman. The shift toward consumerism is shown because this product is marketed at a reasonable price for all women who want a glamorous lifestyle where they have short dresses and even shorter haircuts. Kaya Stewart: In this ad you see a nice couple in their car with their camera, and the ad says "Kodak as you go". This partiucular ad symbolizes the fast moving pace of the 1920's society and how young people want to escape from thier everyday life. Freedom was easially grasped and Kodak shows the consumer they are moving with the trends, and conforming to what the people are looking for. This is a perfect example of consumerism for those reasons and also that the ad seems to show that with the product you will gain convienece and the happy mood of the picture in the ad.

Megan Rafferty - This ad convinces its audience that drinking Canada Dry leads to a happy life like the one shown in the picture. The ad shows a happy, wealthy family with expensive gifts and decorations for Christmas Day. It compares Canada Dry to Christmas, so the audience thinks of the happiness and wealth they could enjoy while drinking the soda. The ad also says "Canada Dry is an aristocrat," which shows how in the 1920s people wanted to feel like part of the upper class, and better than their neighbors. It's saying that drinking Canada Dry will give you a happy, upper class life. John Miller- This advertisement clearly encourages people to purchase bikes. The picture depicts a group of kids leaving home on their bikes having a great time. The ad also comes with a full poem that describes the fun and awesomeness of owning a bike. The poem reads,"Bikes in shining order,lucheon in a kit. What a happy wholesome way a luring trail to hit." This ad is aimed for children because they are the ones having fun, yet it could also be directed towards the parents because it persuades them into thinking theyll get a time to get rid of their children for a while. The only way for your kids to be happy is to buy a bike. TYLER TRUDEAU- In this Coca Cola ad it shows the New York skyline. During the 1920's being in the city was very important and showed power and success. Also in the ad is a glass of Coke. When people see this ad in the city they will think that city gives them power. Also that if the drink coke they will be powerful and successful. By comparing the signs of success to the coke people will think drinking coke will make them better.

Amanda Gillespie- This is an advertisement of Colgates from the 1920's. The ad shows a pretty young girl who has very nice straight white teeth. The ad is encouraging consumers to brush their teeth using colgates tooth paste. The ad is trying to make buyers believe that if they buy and brush their teeth with this new colgate tooth paste that they will have very white straight teeth like the girl depicted.

Jack O'Donoghue-In this 1920’s Coca Cola they are introducing the six pack of Coca Cola. This was a novel idea at the time because before the only way one could purchase a beverage was in a single bottle. Now however one could buy several at a time and save a trip and some money, because a six pack was cheaper than buying six Coca Colas at once. The add is trying to get consumers to relive that the new six pack is better than the single bottles

Maggie Snell-The woman in the ad is portrayed as a classic “flapper,” she is attractive, she has short hair and red lipstick, and she is wearing an extremely revealing dress, especially by 1920s standards. Flappers were seen as independent, fun and glamorous and therefore, many women would want to be like them. The ad shows how advertising had become less informative and more about selling a product based on an ideal than based on information about the product itself. The information a prospective buyer would know about the product from looking at this advertisement is that they are La Lure silk stockings. The advertisers are banking more on selling the woman in the ad as the ideal than they are on selling the product as simply silk stockings. This demonstrates a shift toward consumerism as a woman would want to buy La Lure silk stockings in order to be as attractive and glamorous as the woman in the ad, not because of the product itself.



Jillian Meyerson: This advertisement for “Rowntrees’s Milk Chocolate” shows a little girl blowing up a bubble. This demonstrates how the chocolate can make the consumer feel as young as the little girl, just by eating the chocolate. It connects chocolate with the innocence of youth. The slogan “Delight in every bite” gives the impression that the chocolate will bring the consumer happiness, and that the product itself tastes good.



.Peter Demers- This ad shows how America was moving towards consumerism because the lady drinking is clearly happy. Furthermore she is in a fine dress with a parasol which shows that she is of the upper class, so the ad says that drinking coke is not only available to everyone it  is something that rich folks do as well. This is an example of a shift towards consumerism as coke is selling the rich independent women lifestyle as well as its product.


 * [[image:http://otal.umd.edu/~vg/amst205.F96/vj68/ad1.jpg width="320" height="509"]] ||
 * //King C. Gillete// ||


 * Mark Kuklis:** This ad tries to convince the buyer of how well improved the razors are. It talks about how they are small and can easily be carried around, while they are also made of high quality steel. Also it mentions how these razors specifically are sold by dealers world wide. As a result of this large market, their was a higher availability of razors resulting in more sales