Reading Response 6
docx
keyboard_arrow_up
School
San Jacinto Community College *
*We aren’t endorsed by this school
Course
1301-363
Subject
History
Date
Apr 3, 2024
Type
docx
Pages
2
Uploaded by ProfTurkey4162
Inary Reyes
US HIST 1302-329
Reading Response 6
February 25, 2024
In what ways does this document reinforce notions of consumer culture during the 1920s?
The 1920s, commonly referred to as the Roaring Twenties, were a pivotal period in American history characterized by notable advances in technology, cultural transformations, and economic prosperity. The development of a strong consumer culture, marked by rising expenditure, a desire for modernism, and an appreciation of novelty, was fundamental to this time. Charles F. Kettering famously said, "Keep the consumer dissatisfied.", this is a noteworthy viewpoint that captured the spirit of consumer culture around this time.
In the larger context of the 1920s, when advancement and innovation were hailed as markers of success, Kettering's maxim to "keep the consumer dissatisfied" makes sense. Amazing technological advances occurred during this time, with cars, radios, and home appliances becoming commonplace. Kettering's perspective is consistent with the cultural emphasis on continuous development and the notion that newer, more sophisticated products are inherently progressive. Kettering's concept supported the idea that companies should prioritize innovation to meet the changing demands and wishes of customers in a society where the newest devices and comforts are seen as signs of modern life. During this exciting decade, the pursuit of the newest and greatest things became a motivating factor in determining how consumers behave.
Kettering's ideas also fit well with the way that marketing and advertising changed in the 1920s when companies started using more complex strategies to sway customer decisions. The emergence of mass media, encompassing radio, magazines, and newspapers, gave advertisers a stage on which to cultivate and intensify a sense of discontentment with existing things. Because of the period's economic prosperity and rising disposable income, people could afford to adopt
Inary Reyes
US HIST 1302-329
Reading Response 6
February 25, 2024
the culture of perpetual consumption. Furthermore, Kettering's thesis is consistent with planned obsolescence, a popular strategy that involves purposefully developing items to become obsolete over time. The idea that discontent could lead buyers to look for better, more recent options strengthened the consumer culture by encouraging a never-ending cycle of spending and the never-ending quest for the newest and most stylish products.
The famous quote from Charles F. Kettering, "Keep the consumer dissatisfied," sums up and highlights the fundamental ideas of 1920s consumer culture. This way of thinking is consistent with the way society values advancement, creativity, and the enjoyment of new things.
The Roaring Twenties' consumer culture, which emphasized constant discontent as a catalyst for economic expansion, had a profound impact on American society and helped establish the consumer-driven economy that still shapes the country's character to this day.
Your preview ends here
Eager to read complete document? Join bartleby learn and gain access to the full version
- Access to all documents
- Unlimited textbook solutions
- 24/7 expert homework help