HIS374H5 Lecture Notes - Lecture 9: Nuclear Family, Consumerism, Targeted Advertising
Document Summary
Consumerism and masculinity in the 1960s (guest lecturer: manisha aggarwal-schifellite) People used to buy things that they needed rather than things they wanted. Buying new things because they"re new and better not because the old thing is broken or obsolete. Advertisers no longer only depended on women to buy things for their household and family. Now the t. v. was becoming increasingly popular, more ads were shown on tv and more members of the family would be exposed to ads. Many ads had specific descriptions and breakdowns of how the product worked. However, new ads relied on slogans and imagery to sell their product. The lonely crowd: men were being forced to care more about how they looked rather than their moral centers . All of these books have the thinking that women are in the wrong. Women want more rights and therefore men have less rights. Magazine images show women as ones in charge.
