3.2 Post-World War II consumer culture and advertising boom

The post-World War II era saw a massive economic boom and consumer culture explosion. Rising incomes, new technologies, and suburban expansion fueled unprecedented demand for goods and services. This shift transformed American society and set the stage for modern advertising.

Advertising agencies, concentrated on Madison Avenue, evolved to meet new market demands. They developed innovative strategies, leveraging psychological research and creative approaches to capture consumer attention. This period laid the groundwork for many advertising techniques still used today.

Post-War Economic Boom

Demographic and Housing Shifts

Top images from around the web for Demographic and Housing Shifts

• 

  Post–World War II economic expansion - Wikipedia View original

  Is this image relevant?

• 

  The Rise of Suburbs | US History II (American Yawp) View original

  Is this image relevant?

• 

  Culture of Abundance | Boundless US History View original

  Is this image relevant?

• 

  Post–World War II economic expansion - Wikipedia View original

  Is this image relevant?

• 

  The Rise of Suburbs | US History II (American Yawp) View original

  Is this image relevant?

1 of 3

Top images from around the web for Demographic and Housing Shifts

• 

  Post–World War II economic expansion - Wikipedia View original

  Is this image relevant?

• 

  The Rise of Suburbs | US History II (American Yawp) View original

  Is this image relevant?

• 

  Culture of Abundance | Boundless US History View original

  Is this image relevant?

• 

  Post–World War II economic expansion - Wikipedia View original

  Is this image relevant?

• 

  The Rise of Suburbs | US History II (American Yawp) View original

  Is this image relevant?

1 of 3

• Baby Boom occurred from 1946-1964 with birth rates soaring to 20% above pre-war levels
• Increased family sizes led to demand for larger homes and more consumer goods
• Suburban expansion transformed American landscapes as families sought affordable housing outside cities
• Government programs like the G.I. Bill provided low-interest mortgages, making homeownership more accessible
• New suburban communities (Levittown) featured cookie-cutter houses and car-centric designs

Consumer Culture and Economic Growth

• Mass consumption became a hallmark of post-war prosperity, fueled by rising incomes and product availability
• Household appliances (refrigerators, washing machines) became widespread, changing domestic life
• Automobile ownership surged, with car sales doubling between 1945 and 1955
• Television ownership exploded from 0.5% of households in 1946 to 55.7% by 1954
• Brand loyalty emerged as consumers developed strong preferences for specific product lines
• Companies invested heavily in marketing to cultivate long-term customer relationships
• Post-war economic policies prioritized full employment and consumer spending to maintain growth

Advertising Industry Evolution

Madison Avenue and Creative Approaches

• Madison Avenue in New York City became the symbolic center of the advertising industry
• Agencies concentrated in this area, fostering competition and innovation in advertising techniques
• Creative Revolution in the 1960s transformed advertising aesthetics and messaging
• Pioneered by agencies like Doyle Dane Bernbach, emphasizing wit, humor, and unconventional visuals
• Iconic campaigns emerged (Volkswagen "Think Small", Avis "We Try Harder") challenging traditional ad formats
• Art directors gained more prominence, leading to more visually striking and conceptual advertisements

Research and Strategic Positioning

• Motivational research gained popularity, applying psychological theories to understand consumer behavior
• Ernest Dichter pioneered psychoanalytic approaches to uncover subconscious desires driving purchases
• Focus groups and in-depth interviews became common tools for gathering consumer insights
• Unique Selling Proposition (USP) concept developed by Rosser Reeves emphasized product differentiation
• USP strategy involved identifying and promoting a single, compelling benefit to set a product apart
• Campaigns built around USPs (M&M's "Melts in your mouth, not in your hand") aimed to create lasting brand associations
• Data-driven approaches to media planning and audience targeting became more sophisticated