Tide: Historical Context

Question 1

Developing society context

Tide

Answer 1

• The post-WWII consumer boom of the 1950s included the rapid development of new technologies for the home, designed to make domestic chores easier. Vacuum cleaners, fridge-freezers, microwave ovens and washing machines all become desirable products for the 1950s consumer.
• Products linked to these new technologies also developed during
  this time, for example, washing powder.

Question 2

The Rise of Capitalism and Consumerism

Answer 2

• After WW2, there was a rise in Capitalism and Consumerism, particularly in the USA.
• Wartime utility production pulled America’s economy out of a depression, and from the late 1940s on, Americans saw a rise in their spending power.
• Jobs were plentiful, wages were higher, and because of the lack of consumer goods during the war, Americans were eager to spend.
• The American consumer was praised as a patriotic citizen in the 1950s as spending was perceived as contributing to the ultimate success of the American way of life.

Question 3

The Nuclear Family

Answer 3

• Stereotypical idealised family which consists of aFather, Mothers, Sons and/or Daughters.
• The suburbs became an increasingly more popular as the baby boom soared over America; prompting more and more families to move tothese suburbs.
• Affordable housing caused a great increase in the population in the suburbs. The addition of shopping centres and fast-food restaurants added to the ease of living in the suburbs and further increased its popularity. -> Mass marketing birthed the world of Advertising and idealisation of Capitalist and consumerist lifestyles.

Question 4

WW2

Answer 4

• WW2 created a lot of jobs which boosted the USA out of a depression.
• Numerous industries thrived because of World War II, including the automobile, manufacturing, fashion, and film industries.
• Post-war prosperity was not just the end of the Great Depression, but also the rise of the middle class and the idealised suburban lifestyle, as returning soldiers re-entered the workforce and women returned to traditional roles as homemakers.