1950sConformity and

Consumerism

GI Bill. Created June 24, 1944

Created to help ease soldiers back into every day life.

Gave job priority to veterans, 52 weeks of unemployment benefits, monthly allowances, and low interest loans.

GI Bill Continued… Four million veterans

bought homes with low interest government loans.

Rapid domestic growth leads to a BABY BOOM and expanding suburbanization. This creates a record demand for new goods and services which fuels the economy.

Bab

y B

OO

M!

Fertility rate ( # of births per 1,000 women) peaked at 123 in 1957. An American baby was born every 7 seconds.

Why? More men in society returning after WWII. GI bill allows men to start a family. Married at a

younger age then their parents Medical science improved - increasing the survival

rate of babies. Good economy ( no fear of loosing a job and not

being able to support the family)

Role of middle class women

Popular culture glorified marriage and parenthood more then any other era.

Women were told to be “helpmates” to their husbands and full time mothers to their children “A woman isn’t a woman until she is

married and had children.” (The Tender Trap)

Working women were called “a menace” (Esquire)

The ideal wife was married at 16, raised 4 children, cooked and sewed, headed the PTA and exercised to keep her size 12 figure(Life)

ConformityIn Housing

Levit

town

, PA

Levittown, PA

Levittown, PA

What do you notice

about Levittown

from the pictures?

Consumerism

Tele

visi

on

TV ownership rose as the cost of owning them dropped.

In 1952 TV Guide outsold every other magazine.

The TV Dinner was introduced in 1954 and altered America’s eating habits.

TV became the center of consumer culture.

Advertizing – TV dinners

Tele

visio

n I Love LucyLeave It to BeaverHoneymoonersFather Knows Best

Television continued… Shows like “Leave it to

Beaver”, and “I love Lucy” portrayed a perfect family life and not the reality of everyday homes. Moms were always pretty

and doing domestic things

Children were adventurous but obedient

Dads never worked late, never lost their temper and knew all the right answers.

Clip

s I Love Lucy – Chocolate

Factory (poking fun at gender roles) http://www.schooltube.co

m/video/04b72f25fdc37c6

4128c/Job%20Switching

%20Pt%202/3

Con

sum

eris

m a

nd

Adv

ertis

ing

Appliances, cars and homes were marketed to consumers both on television and in magazines.

Companies advertised “keeping up with the Jones” by buying on credit.

Rise of franchises like McDonalds appealed to the nations sense of conformity.

Advertising continued…http://www.youtube.com/watch?v=Et0GocBFrKo&feature=related

I Love Lucy – Vitameatavegimin http://www.youtube.com/watch?v=4AZK2-Tfc84

The

Automobile

Youth CultureRock and Roll

Elvis

Pre

sley

http://www.youtube.com/watch?v=gj0Rz-uP4Mk&feature=kp

Counter Culture

Beatniks

Jack Kerouac introduced the phrase "Beat Generation" in 1948, generalizing from his social circle to characterize the

underground, anti-conformist youth gathering in New York

The movement eventually becomes centralized in San Francisco.