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Essay / Research Paper Abstract
This 3 page paper considers how advertising changed during the 1920’s and how this reflected class and gender changes. The paper gives examples of advertisements that demonstrate this. The bibliography cites 10 sources.
Page Count:
3 pages (~225 words per page)
File: TS14_TEad1920.rtf
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Unformatted sample text from the term paper:
changes that heralded what became known as the "golden age of advertising" (Marchand, 1985). The beginning of the 1920s was a time of industrial growth. The society was becoming more
consumer orientated. Class barriers, whilst still firmly in place, indicated that consumerism was a cross class phenomena. The make up of the average household was changing and the gender
roles were adjusting. Women were more than homemakers, working women were perceived respectable (Mulvey and Richards, 1998). The role of the woman was expanding to include more household purchases, just
as the role of the husband was also changing, the Victorian patriarch was fading and bill paying husband emerged (Dumenil, 1995). The increased industrial output created wealth, the economies of
scale placed many products in the economic reach of lower classes, which in turn created jobs that employed and paid more. The standard of living was increasing. Advertising was both
a symptom and a cause of this new consumerism. Increase levels of literary and the spread of information also gave rise to increased knowledge regarding what products were available. An
example of the increase in the market for consumer products can be seen in the US cosmetic market, in 1909 the value of the market had increased from $14.2 million
to $141 million (Peiss, 1998). The UK was held back somewhat due to the general strike in 1926, however, the consumer power of the lower classes and women was still
o the increase (Dumenil, 1995). Education was also increasing, this impacted mostly on the middle and working classes and helps to start breaking down some of the former class barriers
which also reflected in the advertising. This should not be interpreted as the disappearance of class barriers, this was not the case. However the distance between the classes and the
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