There
is a definite link between consumerism, advertising, and the post World War II
era. Advertising was catching up with itself. The items that were in short
supply during the war were now plentiful. This meant that advertising had to
incorporate new techniques like market research and demographic targeting. High
consumer demand for the new and improved product meant that branding became
very important to connect with consumers.
The changes the
advertising world went through during the 1950s and 1960s directly corresponded
to America’s healthy economy, outlined gender roles, and sense of independence
and sexual freedom. Leisure time was very valued during this time
era. The average “new and improved” item relating to work made the work less
time consuming for the human. This was a very appealing tactic used.
The way consumers used their disposable income on unnecessary goods tells us that the economy was on the rise and the American Dream was in full swing. The culture revolved around entertainment, social and sexual freedom, specific gender roles, and the “next best thing.”
