HIST 2057 Chapter : Unit 3 The Rise Of Consumer Culture
Document Summary
Unit 3 the rise of consumer culture focus less on production and more on consumption. The way to expand economy is to expand consumption. Disaccumulation: too much supply not enough demand, to solve need to create more. By the 1920"s we are producing more than is needed, so the economy now has to demand. Convince people to buy things, even if they don"t need them. Economy starts focusing more on a consumer idea, its consumption that"s driving the economy. Goes further than economic practicality, also changes the values of society. One way to get people to buy more- marginal differentiation- set your products apart from other brands. Adds don"t always even talk about the product itself, just make it look glamorous. Walter dill scott: the psychology of advertising (1903): a handbook for how to convince people to buy your product. Advertisement becomes a major industry in the 1920s, necessary during time of surplus-- for creating more demand.
