This timeline belongs to students in "American Consumer Culture," a Spring 2014 course at Middlebury College.
In 1846, Alexander Turney Stewart opened A.T. Stewart's Dry Goods Store, also known as the Marble Palace, at 280 Broadway in New York City.
"Installment plans weren’t entirely unheard of in 1856, when Isaac Singer started selling his machines on credit, but it was this novel approach to marketing a domestic item that made it possible for most Americans to own a sewing machine at a time when the machine cost between $65 and $150, almost 15% of the average family’s annual income of about $500. Not only was the sewing machine the first widely owned household appliance, for most families it was the first acquisition of formalized debt." While Singer didn't invent the installment plan, he did certainly catalyze its rise and popularity.
In 1872, Aaron Montgomery Ward issued the first mail-order catalog. The first issue was a one-page list of 162 items.
Trade cards were a popular form of advertising in the period 1876-1904. The cards were tucked into customers' parcels and were used to promote products ranging such as tobacco, soap, and baking powder. Some trade cards used racial stereotypes to appeal to customers; others used flowers.
"In 1876, John Wanamaker converted an abandoned railroad depot into his 'Grand Depot'.... [I]ts turrets and filagree show the impact of orientalism on the commercial architecture of the day" (Leach, Land of Desire, 207).
In Land of Desire, William Leach writes: "American corporate business, in league with key institutions, began the transformation of American society into a society preoccupied with consumption, with comfort and bodily well-being, with luxury, spending, and acquisition, with more goods this year than last, more next year than this." (xiii.)
This was a silent drama film that was produced in 1915. It was controversial because of the way if portrayed black men. This caused widespread protests by African Americans, which made people realize the effects of film on society. It was also very significant because it can be attributed to the facilitation of the repopularization of the KKK in 1920.
This advertisement shows the increasing popularity of buying items on credit. This was before the great depression when consumption, especially consumption on credit was on the rise.
George Tilyou, a new breed of showman, designed attractions where people could entertain each other. It encouraged flirtation and allowed for courting, considered lower class.
During this era, advertisers used race and ethnicity to sell goods. In this example, Fairy Soap is presented as a product used by white consumers and shames the black girl for not using the soap. The young black girl is represented as disheveled and unclean while the white child is well dressed and glowing.
Coney Island highlights the commoditization of leisure and class in the late nineteenth century. The amusement park simultaneously provided an escape from social strictures and enforced them. Unlike museums, it did not ennoble individuals. As the advertisement depicts, Coney Island was in fact a revolt against gentility. The working class could purchase admission to this site of relief; the genteel could also pay to be amongst the masses and shed their gentility. This advertisement stresses freedom from confinement. It also hints at freedom from sexual confinement. Coney Island, unlike society at this time, condoned physical contact. Despite what this advertisement suggests, however, Coney Island also furthered hegemonic ideas of this time. Men were expected to be women’s patrons for entry to the park, enforcing gender norms. Furthermore, Coney Island’s freak shows isolated the societal other. In this sense, Coney Island was mass culture that mediated normativity.
This 1899 advertisement for Pears’ Soap was published during the Spanish American War, when the U.S. became an imperialist power. The U.S. modeled the European model of empire building in search for prestige. Not only did imperialism provide prestige, but it also gave the U.S. a new market to sell goods. Consumerism thus propelled American imperialism. Naturally, the U.S. sought ways to justify overseas expansion. For example, “The White Man’s Burden,” coined by Rudyard Kipling in 1899, argued the U.S. had a duty to civilize other countries. This advertisement for Pears’ soap, then, insinuates that its product can help “civilize” the savage by promoting cleanliness. The man’s white suit further emphasizes this sense of cleanliness and refinement. Hence, the soap eases the white man’s burden, thereby becoming an emblem of Western civility.
Aunt Jemima has developed into a well known fictitious figure of the syrup brand. Aunt Jemima represents old world slavery and African American domestic servitude. Aunt Jemima is portrayed as a jolly plump woman who cooks great food and makes even better syrup. The advertisers associate Aunt Jemima with old values and a homey experience.
According to George Chauncey, "Restaurants became places, in short, where men branded as outsiders turned themselves into insiders by creating and sharing a gay reading of the world, a distinctive, ironic, camp perspective that affirmed them and challenged the normativity of the world that branded them as abnormal" (“Lots of Friends at the YMCA: Rooming Houses, Cafeterias, and Other Gay Social Centers,” in Scanlon, ed. Gender and Consumer Culture Reader, 56).
First nickelodeon opens in Pittsburgh. According to the History Channel, "The storefront theater boasted 96 seats and charged each patron five cents." Nickelodeons were a crucial step forward in the development of a mass consumer culture that catered particularly to the ethnic working class.
In 1907, an immense Tiffany dome was installed in the rotunda of Marshall Field's department store. Jyoti Srivastava writes: "It is both the first dome to be built in favrile iridescent glass and is the largest glass mosaic of it's kind. It contains over 1.6 million pieces. The late Louis C. Tiffany designed this glass mosaic dome."
Henry Ford introduced the Model T in 1908 and the moving assembly line in 1913, both of which worked to revolutionize consumer culture.
Henry Ford popularized the automobile at the turn of the twentieth century. As this advertisement shows, Ford made his Model T for the masses. He did so by changing the mode of production. With conveyors and gravity slides, Ford introduced the assembly line. As this advertisement shows, this affordable car was not targeted to a specific class—it was for the masses. The advertisement also propelled specific ideas. It demonstrates how the car allowed people, irrespective of class and location, to indulge in leisure. Additionally, the advertisement shows how the car enables people to move out of urbanized centers. Like other advertisements of this time, the Ford advertisement enforces gender norms. This advertisement targets men; the man can drive his woman around in the countryside after purchasing the automobile that he bought with his earnings. Naturally, he is behind the steering wheel, guiding the woman through areas previously unexplored.
The Titanic was a British passenger liner in the North Atlantic and was the largest ship afloat at the time it entered service. On April 15th, 1912 it collided with an iceberg and 32% of the 2224 people survived. Furthermore, the Titanic inevitably created social class divisions that were apparent in where one was placed: 1st class, 2nd class, and 3rd class. The passenger facilities aboard the Titanic sought to meet the highest standards of luxury and, therefore, only those that could afford it experienced it. To relate the consumer’s expense of the time to present day: “Third Class fares from London, Southampton or Queenstown cost £7 5s (equivalent to £626 today) while the cheapest First Class fares cost £23 (£1,987 today).” Social divides stemmed from the ability to consume the and Titanic further highlights that class divide.
Movies loomed even larger in American consumer culture as the industry evolved. Lavish movie palaces displaced older nickelodeons and feature films displaced short films. Movies became more expensive and became more popular with middle-class audiences.
Western Union issues the first charge card for its customers.
Cosmetics/hygiene (specifically soap) were advertised as the secret ingredient to winning the war. People on the homefront were filled with a sense of purpose whereby in sending soap to the soldiers they were doing their part to help win the war.
This advertisement from the World War 1 time period gives us another good indication of how seriously hygiene was advertised during this time. This advertisement for Palmolive soap is particularly interesting as it is an example of the early use of female sexualization in advertising. While the female figure here is far more modest than in years to come, the ad paints a picture of the promise of exoticism and sexual reward with the purchase of Palmolive.
World War 1 begins on July 28th, fueled by a strong sense of nationalism from every country involved. Propaganda selling ideas of nationalism and promoting enlisting is widely spread, making appearances in magazines and newspaper advertisements unlike before.
This advertisement from 1915 for Saxolite Wrinkle Remover falls under the cosmetic advertisements of the World War 1 era. Today, anti-wrinkle ads dominate television commercials and magazine ads and seeing something similar from 1915 is very interesting. Like today's anti-wrinkle ads, this too uses scientific language to persuade the reader of it's cutting edge technology and potential. Furthermore, the reversed aging process, protrayed by the two photos of a woman before and after Saxolite is an eery reminder our society's obsession with youth. Furthermore, this reverse aging process is relatable to Patrick Bateman in American Psycho as he peels the upper layer of skin off his face. This connection allows us to consider how anti-aging is such a lucrative marketing technique.
Initially this poster was used as an advertisement in a popular weekly magazine, shown in attempt to recruit. The artist James Montgomery Flagg created the poster for the magazine in July 1916. Later "over four million copies were printed between 1917 and 1918, as the United States entered World War I and began sending troops and matériel into war zones."
Norman Rockwell kicks off his career as a popular illustrator with works for the Saturday Evening Post, A Boy's Life, and more. Most images are portraits of soldiers every day lives.
Liberty Bonds were used as a way to support the war financially. This was also the introduction of financial securities. Liberty bonds were issued on 4 different occasions across the US involvement in WWI in 1917 and 1918.
The Anti-German propaganda was spread by government and media entities within the United States to foster more Americans to enlist and fight against Germans in World War 1 (1914-1918). In the propaganda itself it states: “If this War is not fought to a finish in Europe, it will be on the soil of the United States.” Here, the United States government instills fear into Americans surrounding Germans, and strongly encourages them to serve or else the war will be brought home. Also, it this Anti-German propaganda, as seen, paints a picture of Germans being barbaric “humans” who murder innocent, helpless ladies.
Liberty bonds utilized the Revolutionary War spirit of 1776. Other bond advertisements showed the enemy being defeated, while this one plays on the patriotism and common history of Americans. This poster is interesting because it focuses on the purpose of the war by comparing the USA involvement in WWI to their place in the Revolutionary War. In both cases the US is fighting for liberty, but in the second it is not their own. However, it is still playing on the proud American history. It is sort of nostalgic and a way to relate the people and their feelings. This became a symbol of patriotic duty.
This advertisement is the typical war bond advertisement. It shows the enemy (the German U Boat) being defeated. Though the U-Boat was one of the most dangerous weapons of WWI, this advertisement still favors the US. It plays on the idea that if you cannot physically fight in the war, then you should do anything you can do to help. Literally it is saying that buying a bond will be a missile fired at the U-Boat , so one would be helping defeat the most dangerous threat. In the advertisement there is a German soldier in the U-Boat looking alarmed with his hat in the air. This reassures the American buying the bond of the success that will be had with their donation and help.
This picture shows a woman with her arms wide open essentially asking for help. The advertisement is to help America’s sons win the war. It is also to modern ads portraying the idea of asking for money to bring them home. Also interesting is that the advertisement is directed at Women. The elderly woman essentially waiting for her son to come home gives the women buying the bonds something to relate to. If they have children then they most definitely cannot imagine them being at war and will do all they can to donate. Even if they do not have children they could still sympathize with the elderly woman and donate to help her if not anyone else.
Service stations, department stores and hotel chains began offering credit accounts to customers
During the 1920s, chain stores like the A&P and the Piggly Wiggly threatened to displace local grocers in small towns throughout the United States.
The J. Walter Thompson Company began a campaign to advertise Fleischman's Yeast in the 1920s. Since tablet vitamins were not yet available for consumption, eating yeast was a popular method by which to access vitamins and prevent constipation. This particular campaign promoted the eating of yeast cakes by utilizing both personal testimonials and invoking medical authority. The attached image exemplifies the campaign's ads, and demonstrates the advertisements' power to increase yeast sales. J. Walter Thompson's campaign resembles common strategies of Madison Avenue firms at the time.
During the 1920s, mass circulation magazines such as Readers Digest and Saturday Evening Post become an important venue for advertising and educating middle-class Americans about consumer trends.
October 27th, 1920 marked the date of America's first radio station, KDKA, receiving its license. Radio became huge in the 1920s and was a useful tool for advertising that was broadcasted to listeners along with music, news and other forms of entertainment. The success of radio to mass consumerism during the roaring 20s is twofold; radio advertising was largely effective in promoting the consumption of various products and the radio became very popular as a commodity itself. Almost every American family had a radio in their home. The radio was clearly a prominent supporter of consumption throughout the 1920s.
Ability to trust radio and potential for advertising in question 1901-1912; Big companies contended with government to control stations 1915-1919; Growth of broadcasting culture 1922.
In 1922, the American Telephone & Telegraph Co. created a toll station in New York called WEAF. People could pay to broadcast something they wished to advertise. The first commercial was by Queensboro Corp, who paid fifty dollars to promote sales of Queens apartments for ten minutes. The commercial was a success! This event exemplifies the rise of radio as an advertising medium, firms' targeting of radio audiences, and a financially profitable advertisement strategy.
"There’s no tacked-on interest...but gratification is delayed, and it’s not hard to see why this option lost steam as all-purpose credit cards became universally available." Born out of installment payment plans, layaway has the advantage of small, manageable payments (with no interest), but the major disadvantage of not getting the product until the sum is totally paid.
As a result of the introduction of installment spending plans, certain goods became available to consumers who would have otherwise been unable to purchase them. This led to an increase in sales for some firms, who then increased projections for future sales and expanded their inventories. However, even with the help of credit and installment spending plans, consumers still had a limit on what they could spend. Firms did not take this into account when making projections, and as a result they overproduced. This meant manufacturers had to cut back, so they began laying workers off, contributing to the start of the Great Depression.
The emergence of Atlantic City Railroad as an "All-Year Resort" during the 1930's in America. Towards the end of the "flapper" era, the Pennsylvania Railroad became a popular way for Americans to spend in excess and consume lots. Not only were there gorgeous beaches and fabulous parties to travel to, but also beautiful women there waiting. The railroad was a transportation system that was appealing, glamourous and encouraged Americans to travel.
Enter story info hereThe Car industry was extremely important and prevalent in American history during the early 1900's. It was a time, after World War 1, when America had transformed into an industrial powerhouse and the countries ability to produce automobiles was one of it's most impressive endeavors. The success of these products was so great that they even became available and accessible to middle class individuals. This was largely due to the huge progress of the assembly line and the effect that had on reducing costs on major "big ticket" items in the world of consumption. The main focus on the women in this ad also stresses the important of style during the 1920's in America, the car was obviously functional but also was beneficial in terms of showing off wealth and prosperity to the rest of America.
The National Broadcasting Company the first major broadcasting network. Having often the most powerful stations, it was home to the most popular performers and programs.
Hollywood film production worked during the Great Depression to lift the spirits of the public. It enjoyed huge success. The boost in morale lead to a rise in consume culture.
Just before the Depression in 1929, the Great American Tobacco company employed women to smoke Lucky Strikes in an Easter parade to promote smoking for women and to increase consumption. Before this, smoking was generally viewed as unacceptable for women in public. In general, tobacco companies began targeting women during the Depression. Through increased advertisements, endorsements, and spending, Lucky Strikes' and others' campaigns were proficient in boosting tobacco consumption that would provide vital to the economy.
On October 29, 1929 is an infamous day in U.S. history. More commonly known as "Black Tuesday", this was the day that the stock market plummeted. Unemployment skyrocketed and consumer confidence plummeted. This impacted consumer culture greatly as it marked the end of an era. The "Roaring Twenties", a period defined by frivolous and exorbitant spending, was over and the Great Depression had started.
Henry Luce was best known for founding the Time, LIFE and Fortune magazines. Fortune magazine was founded by Henry Luce in 1930. The magazine used photography to effectively portray Americanism as being a part of the general industry. Born in a dire situation, Fortune (like the newly acquired LIFE) attempted to appeal to the masses, through its images, to work for each other and for the nation itself. These various magazines proved effective in increasing consumption over the course of the decade.
The Hawley Smoot Tariff, proposed by Senator Reed Smoot and Willis C. Hawley, was passed under President Herbert Hoover on June 17th, 1930; right after the stock market crash and just at the beginning of the Great Depression. Hoover had raised tariffs (to the highest levels in U.S. history) on all imported goods as a way to protect manufacturers from foreign competitors. It also furthered the policy of Isolationism that encouraged Americans' self-advancement and domestic buying for the economic prosperity of the country. However, the tariff provoked a very negative reaction from European countries who responded with their own tax on American goods and pushed the U.S. further into the Depression.
Percival White wrote a 1931 book entitled "Market Research Techniques." Madison Avenue became interested in consumers' subconscious after previous costly failures of market research. "The explosion of new products, advertising, and media...created the perfect climate for the new field to thrive" (Lawrence R. Samuel). Advertisers used White's theory on market research to create a more modern consumer culture, compelling people to buy products they neither wanted or needed.
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