1950s Consumerism

The 1950’s are considered a decade of simplicity for most Americans. While the country was experiencing economic and social growth most American felt at home with them selves. Family stability was monumental, and the formation of the suburbs created an urban working class associated with a rural family atmosphere.
Americans were leaving work to arrive home and be free and independent within their own ideas of security. During this period the American family was much more than just security, it was seen as the beacon of democracy, and the social glue of America. Another idea that matched family was consumerism, and Americans where buying. Everything from cars to house décor that represented status in commercialized America. In what came
The middle class was growing, and men and women were marrying not only for love but for security. Coupled with patriotism and security the role of the American home took on more than that of a house, but was the center of American strength and democracy. A symbol of status, the home was the center of all things considered to be American; consumer goods, values, and most importantly security. Beer, an American tradition as old as the country itself, had just been reintroduced to the American market not even twenty years early after the failure of prohibition, and its advertisements reflect the social view of the Patriotism. In a 1950’s run of advertisements by the United States Brewers foundation, that all use the catch phrase “Beer belongs…enjoy it” which is not meant to sale a specific beer, just beer itself. The advertisers show a ship entering New York harbor with the Statue of Liberty shining brightly in the background. (insert
“Toward an analysis of the effects of Two World Wars on the Role and Status of Middle-Class Women in the English-Speaking World.”
American Sociological Review. Vol. 12, No. 6 (Dec.1947) pp. 666-675.

Nottingham discusses the changing social roles of women from world-war I to the post world-war II era. Showing how two world-wars and national depression changed not only the woman’s family role but also their political and social role as well. Discussing the importance of competition in industry, war time efforts, and overall affect of individualism on the American women in the first half of the 20th century and how it culminated in social change.

Rotskoff, Lori. Love on the Rocks: Men, Women, and Alcohol in Post-World War II America. The University of North Carolina Press. 2002

Rotskoff discusses the importance of the working class in post world-war II era and how alcohol changed American men and women. Discussing the importance of temperance movements, alcoholism, the film industry, and industrialization and its affects on how alcohol was perceived socially during this time