What Events Occurred In 1949 That Increased Fear In America?

Tupperware! | Article

The Rise of American Consumerism

Americans spent their money on cars, televisions and other modern appliance, Library of Congress

At the terminate of World State of war Ii, American soldiers returned home to a country quite unlike from the i they had left 4 years before. Wartime production had helped pull America'due south economy out of depression, and from the belatedly 1940s on, young adults saw a remarkable rise in their spending power. Jobs were plentiful, wages were higher, and because of the lack of consumer appurtenances during the state of war, Americans were eager to spend. During the same years, young couples were marrying and having children at unprecedented rates. New and expanded federal programs, including the G.I. Beak of Rights, allowed many young families to purchase their own homes, ofttimes located in chop-chop expanding suburbs.

More, Newer, Amend
After Globe War II, consumer spending no longer meant only satisfying an indulgent material desire. In fact, the American consumer was praised as a patriotic citizen in the 1950s, contributing to the ultimate success of the American fashion of life. "The proficient purchaser devoted to 'more, newer and better' was the skilful citizen," historian Lizabeth Cohen explained, "since economical recovery after a decade and a half of depression and state of war depended on a dynamic mass consumption economy."

Businesslike Spending
Americans invested in items based effectually home and family unit life. At war'southward end, the items people virtually desired included televisions, cars, washing machines, refrigerators, toasters, and vacuum cleaners: the machines that would aid them modernize their lives. Between 1945 and 1949, Americans purchased 20 million refrigerators, 21.4 1000000 cars, and v.5 million stoves, a trend that continued well into the 1950s. Historian Elaine Tyler May noted, "The values associated with domestic spending upheld traditional American concerns with pragmatism and morality, rather than opulence and luxury. Purchasing for the home helped alleviate traditional American uneasiness with consumption: the fear that spending would pb to decadence."

Cars and TVs
Television and car sales skyrocketed in the 1950s.

With the massive growth in suburban populations, automobiles were needed more ever, and were within reach for many first-time buyers. Families of all income brackets were buying televisions at a rate of five million a year. Some Goggle box shows, likeThe Goldbergs andThe Honeymooners, catered to working- and centre-course viewers with storylines most ethnic families. In addition, television provided a potent medium for advertisers to reach inside American homes, creating desires for other products.

"The Good Life"
Historian Elained Tyler May believes that the federal government and the American people saw the new consumerism as a way to deemphasize class differences while stressing traditional gender roles. With the things that divers "the skilful life" within economic accomplish, working-class people could accomplish the up mobility they craved.

Selling in Social club to Buy
In many ways, Tupperware reinforced the ideal of the efficient home and kitchen. Afterwards all, Tupperware was meant to help housewives maintain freshness and cleanliness in food storage and preparation. Tupperware also helped fulfill the postwar desire for consumer goods. When asked how she recruited new dealers to her Tupperware distributorship, Jean Conlogue noted, "We tried to fill a need for something that they wanted, like new rug, or a new refrigerator, and and so we would map out for them how many parties they would have to hold." The company further reinforced consumption with their promotions and prizes. As rewards for their loftier sales, Tupperware dealers were rewarded with superlative-of-the-line appliances, from washing machines to double boilers.