roaring 20s

Overview of Labor Unions and Economic Context

  • During this time period, unions do not have legal standing.
    • Unions were not illegal but lacked legal protections.
    • Workers could be fired for union involvement.
  • Economic challenges emerge despite increased company profits.
    • Productivity is down due to oversupply in the market.

Strategies to Increase Demand

  • Companies face an oversupply issue; therefore, increasing demand becomes crucial.
    • Methods to increase demand:
    • Access new markets
    • Advertising
      • Advertising expenditures skyrocket during this period.
      • Advertising evolves to become more sophisticated, utilizing new media and psychology techniques.
      • Focus on creating an emotional connection with consumers rather than just the product.
      • Examples included:
      • Skin care products advertised to make consumers feel younger.
      • Personal injury lawyer commercials connecting personal stories meant to evoke trust.
      • Beer commercials associating products with social acceptance and desirability.

Innovations in Advertising

  • Prominent changes in advertising practices:
    • Introduction of model years (e.g., cars) encouraging consumers to buy the latest models.
    • Minor changes marketed as significant upgrades.
    • Concept of planned obsolescence introduced:
    • Products designed to become outdated or non-functional after a certain period.
    • Example: Toasters that are less durable than older models.
    • Companies prioritize consumer repurchase over durability to drive sales.

Advertising Strategies and Psychological Appeal

  • New advertising techniques include celebrity endorsements:
    • Celebrities used in ads establish cultural connection and desirability.
    • Emergence of early influencer culture.
  • Shifts in societal norms regarding consumption:
    • Urban values promoted, favoring decadent and consumerist lifestyles.
    • Backlash against these changing morals reflected in societal perspectives.

The Emergence of Consumer Culture

  • A new consumer-centric society emphasizes the act of buying:
    • Status increasingly determined by the purchase of luxury items (e.g., jewelry, luxury brands).
    • Examples include:
    • Diamond engagement rings seen as