Changes in Attitudes Towards Spending

These two advertisements from TIME demonstrate the changes in attitudes toward spending and consumerist values between WWI and the 1950’s. The Imperial whiskey advertisement from 1943 shows a big turkey chasing away chicks from the feed and is accompanied by the caption “This is no time for gobblers.” The advertisement condones thrift and frugality on the part of the American consumer, since production must be focused on military needs. Interestingly, neither the image nor the text has anything to do with the quality of the whiskey as a product. It seems less an advertisement for whiskey than a PSA promoting rationing. This is common among alcohol and non-essential goods advertisements at the time. The Ford advertisement from 1955 sends a very different message. This ad shows a father in his sleek, modern, Victoria waving to two friends at the golf club, while his wife and daughter pick up groceries in a second car. This ad encourages the consumers to break from their wartime attitudes of frugality and buy not one but two cars. This fits in with the notion at the time that the “American dream” of a happy life can be achieved through the purchase of material goods. This ad also reflects the suburbanization of America in the 1950’s. The car is an important symbol of this social transformation. The two-car garage would be an innovation for middle-class families at the time. Since residential homes are now far from stores and recreation, cars become essential to “fun” and “convenient” living. Furthermore, with mechanical refrigeration, the grocer can fill up the back of the mother’s station wagon rather than sell her a days-worth of food. This ad also shows the growing importance of the brand as it writes not just about buying cars but buying Fords.

This is no time for gobblers, Imperial Whiskey," TIME 11/1/43, p105.
"Two fine cars for the price of one, Ford">TIME8/8/55, p45.