From Poodles To Presley
Americans Enter The Atomic Age. Exerpt from the book 'All-American Ads of the 50s' by Jim Heimann
Page 1 2 3 4 5
With a productivity rate of two percent per year between 1945 and 1955 Americans were buying 75 % of the cars and appliances on the earth. Despite the shadow of atomic obliteration hanging over the American consciousness, advertisers continued to barrage the public, a new "mass market," with products that were newer, better and faster. And Americans felt entitled to it. Striving to lead normal productive lives after saving the world from Axis aggression, the American public looked beyond their pre-World War II days and gazed to the future - and the future looked great. At least as seen through the eyes of television, magazines and advertising.
Bolstered by the media, consumers obliged this onslaught of advertising by buying the endless array of products. Home ownership, which most Americans considered their birthright, along with disposable income were the foundation for much of this consumption in the 1950s. Prompted by post-war housing shortages, the drift away from the city and into the suburbs was well on its way by the beginning of the decade with 23.6 million Americans owning their own homes. By 1960, there were 32.8 million homeowners. This suburban trend was firmly established with the construction of sprawling suburbs such as Levittown, New York, a former potato field that was developed into a mass of 17,447 houses in 1951. With all of these detached, single family dwellings came the need to furnish and maintain them. Within ten years the sale of lawn and porch furniture sales jumped from 53.6 million dollars to 145.2 million dollars, while automatic washer sales almost doubled from 1.7 million to 2.6 million.
After home ownership, the automobile was next in line for Americans unabated consumption. The introduction of the 1955 models in the fall of 1954 set off a buying frenzy. Redesigned to reflect the era's preoccupation with speed, the new line of cars had sleek styling and lots of chrome. Chevrolets in particular received much of the attention with their range of colors and dynamic new look. The hint of luxury was implied in marketing the cars and buyers were promised a bit of the future as well. An ad for the Ford Lincoln asked buyers "Why be tied down to yesterday?" while copy for the Buick Roadmaster suggested that everywhere you went a red carpet would be rolled out upon your arrival. The status associated with automobiles was unavoidable. Cars reflected an economic standard and a place in society for their owners. They also could be seen as reflections of their driver's personality.
Page 1 2 3 4 5
Page 1 2 3 4 5
With a productivity rate of two percent per year between 1945 and 1955 Americans were buying 75 % of the cars and appliances on the earth. Despite the shadow of atomic obliteration hanging over the American consciousness, advertisers continued to barrage the public, a new "mass market," with products that were newer, better and faster. And Americans felt entitled to it. Striving to lead normal productive lives after saving the world from Axis aggression, the American public looked beyond their pre-World War II days and gazed to the future - and the future looked great. At least as seen through the eyes of television, magazines and advertising.
Bolstered by the media, consumers obliged this onslaught of advertising by buying the endless array of products. Home ownership, which most Americans considered their birthright, along with disposable income were the foundation for much of this consumption in the 1950s. Prompted by post-war housing shortages, the drift away from the city and into the suburbs was well on its way by the beginning of the decade with 23.6 million Americans owning their own homes. By 1960, there were 32.8 million homeowners. This suburban trend was firmly established with the construction of sprawling suburbs such as Levittown, New York, a former potato field that was developed into a mass of 17,447 houses in 1951. With all of these detached, single family dwellings came the need to furnish and maintain them. Within ten years the sale of lawn and porch furniture sales jumped from 53.6 million dollars to 145.2 million dollars, while automatic washer sales almost doubled from 1.7 million to 2.6 million.
After home ownership, the automobile was next in line for Americans unabated consumption. The introduction of the 1955 models in the fall of 1954 set off a buying frenzy. Redesigned to reflect the era's preoccupation with speed, the new line of cars had sleek styling and lots of chrome. Chevrolets in particular received much of the attention with their range of colors and dynamic new look. The hint of luxury was implied in marketing the cars and buyers were promised a bit of the future as well. An ad for the Ford Lincoln asked buyers "Why be tied down to yesterday?" while copy for the Buick Roadmaster suggested that everywhere you went a red carpet would be rolled out upon your arrival. The status associated with automobiles was unavoidable. Cars reflected an economic standard and a place in society for their owners. They also could be seen as reflections of their driver's personality.
Page 1 2 3 4 5
