In 1927, responding to the seemingly overpowering claims of advertisers and mass marketers, engineer Frederick Schlink and economist Stuart Chase published Your Money's Worth, which argued for an "extension of the principle of buying goods according to impartial scientific tests rather than according to the fanfare and triumphs of higher salesmanship." Your Money's Worth became an instant best-seller, and the authors organized Consumers' Research, a testing bureau that provided information and published product tests in a new magazine, Consumers' Research Bulletin. The 1929 stock market crash heightened suspicion of consumer capitalism, and the magazine had 42,000 subscribers by 1932. In 1933, Schlink and Arthur Kallet (executive secretary of Consumers' Research) published 100,000,000 Guinea Pigs: Dangers in Everyday Foods, Drugs, and Cosmetics. The book struck a responsive chord in depression-era America--it went through thirteen printings in its first six months and became one of the best-selling books of the decade. The book's first chapter ("The Great American Guinea Pig"), gave a flavor of their vigorous arguments.

The single most important product in the early twentieth-century culture of consumption was the automobile, and the number of cars produced more than tripled during the 1920s. Like many other products, however, marketing cars to consumers effectively became as important as manufacturing them efficiently. This 1927 advertisement for Paige-Jewett cars suggests how manufacturers and advertising firms used colors and new styles to differentiate their products from those of competitors. Buying became confused with self-expression as consumers were urged to purchase products as a way to display individual taste and distinction.

Although experimental telecasts began in the 1920s and commercial broadcasting made a tentative start in 1939, the television industry first blossomed after World War II. In 1949, one million sets were in use, mostly in urban areas. By the end of the 1950s, Americans had purchased more than 50 million sets. As with earlier forms of mass culture--especially radio and movies--the advent of television on a national scale brought forth a debate in popular forums on its quality, societal effects, and potential. While writer Paddy Cheyevsky in 1953 characterized television as "the marvelous medium of the ordinary," Federal Communications Commission Director Newton Minow, eight years later, charged that broadcasters had created "a vast wasteland" inhabited predominately with "game shows, violence, audience participation shows, formula comedies about totally unbelievable families, blood and thunder, mayhem, violence, sadism, murder, western bad men, western good men, private eyes, gangsters, more violence, and cartoons." The following article shows how a popular magazine assessed television's past, present, and possible future in 1960.

In the decades after the American Revolution, improvements in transportation facilitated the growth of internal commerce in the United States. State and local governments planned turnpikes, roads, and canals, and New York State built the grandest one of the era: the Erie Canal. The Erie Canal was constructed at public expense by thousands of laborers between 1817 and 1825. The canal stretched 364 miles from Albany to Buffalo and linked the new nation's heartlands in the Great Lakes and Ohio Valley with New York City and the Atlantic coastal trade. Nathaniel Hawthorne recorded his travels along the waterway in this 1835 sketch, noting the traffic in goods and people along with the rise in commercial activity along its path. The canal and other improvements, however, also threatened farmers 'abilities to withstand the market's fluctuations and maintain local sufficiency.

What is the good life, and can you shop there? Would you want that life if you couldn't? Has shopping replaced working as the activity that gives the most meaning to our lives? The theme for this Expository Writing class is Consumer Culture. The class will explore what it means to belong to a consumer society "to think of ourselves", as Douglas Rushkoff puts it, less as citizens than as consumers. Readings will serve both as examples of effective writing techniques and as springboards for discussion. We'll read essays that explore a variety of cultural meanings of shopping and that analyze the way advertising works. We will also read essays that critique consumer culture from several perspectives, including those of psychology, gender, art, environmentalism and ethics. Readings and essay assignments will invite you to reflect on personal, familial and cultural meanings of shopping; to analyze advertisements; and to join in conversation with critics of consumer culture and offer your own critiques.

Traditional craft production centered around an independent master artisan, his journeymen, and the apprentice helpers who worked together in small shops. Apprentices worked alongside masters and received training in the "mysteries of the craft" in exchange for their labor. Journeymen looked forward to becoming proprietors when they accumulated sufficient capital and skill. In his Sketches of Lynn (1880), David Johnson recalled the masculine work culture and small-scale setting of the shoe industry in early-19th century Lynn, Massachusetts. With transportation improvements and growing commercial activity, manufacturing moved from small shops engaged in custom work to larger-scale production of ready-made goods. No area experienced greater dislocation than Lynn, where shops multiplied, the division of labor increased, and some masters opened larger central shops. Less skilled workers, including women and children, replaced journeymen, apprenticeship declined, and the world that Johnson described faded.

Tobacco was promoted in Europe in the 17th century as a cure for a number of ailments, including toothache, fatigue, and joint pains, as well as a calming agent. Smoking for enjoyment, however, was mainly responsible for the growth of the tobacco industry. By the time the following Collier's article was published in 1950, a campaign to warn smokers--who by then made up more than half of the American population--of potential dangerous effects of smoking was underway. Opposed to these efforts, the author argued that scientific attempts to link tobacco products to lung cancer and heart disease had failed and that the antismoking crusade interfered with needed research into more likely cancer causes. In 1951, an important medical study in London concluded that smoking was "an important factor" contributing to lung cancer. Despite a growing antismoking movement, aided by a 1979 Surgeon-General's report linking smoking to heart disease and the classification of nicotine as an addictive drug by the Food and Drug Administration in 1995, over five trillion cigarettes were sold that year. Threatened with state and local class-action lawsuits, the U.S. tobacco industry agreed in 1998 to a consent decree that settled 37 pending cases, quieted future claims, and ended certain types of tobacco advertising.

Before the general public began to understand the health dangers of sunlight overexposure, a fair number of white Americans devoted much time and effort to acquiring a "perfect tan." The suntan craze began in the mid-1920s, as outdoor recreation became more popular among middle-class Americans. Marketers also promoted the practice--once convinced that suntanning was not just a fad--with products designed to assist the quest to be tan. The following 1949 editorial from the popular magazine Collier's offers a tongue-in-cheek critique of tanning, calling attention to peer group pressures of social conformity and competitiveness inherent in tanning rituals. Absent from the piece is any consideration of the racial aspects of such a practice, centered on darkening the color of one's skin, and performed, as it was, in a multiethnic, but white-dominated society.

Frenchman Louis Daguerre's improvements in photography reached America in the 1840s. Personal portraits were soon the craze, and daguerreotype' studios sprang up in every city, while traveling daguerreotypists served the countryside. This picture presents the controlled environment of the early studios. It took so long to properly expose a photographic plate that the subject needed a head brace to hold a pose.

Fears about the impact of movies on youth led to the Payne Fund research project, which brought together nineteen social scientists and resulted in eleven published reports. One of the most fascinating of the studies was carried out by Herbert Blumer, a young sociologist who would later go on to a distinguished career in the field. For a volume that he called Movies and Conduct (1933), Blumer asked more than fifteen hundred college and high school students to write "autobiographies"of their experiences going to the movies. In this excerpt from Blumer's study, the sociologist collected together comments from young people describing how the movies led to dissatisfaction with their lives and conflicts with their parents.

" This course examines representations of race, class, gender, and sexual identity in the media. We will be considering issues of authorship, spectatorship, (audience) and the ways in which various media content (film, television, print journalism, advertising) enables, facilitates, and challenges these social constructions in society. In addition, we will examine how gender and race affects the production of media, and discuss the impact of new media and digital media and how it has transformed access and participation, moving contemporary media users from a traditional position of "readers" to "writers" and/or commentators. Students will analyze gendered and racialized language and embodiment as it is produced online in blogs and vlogs, avatars, and in the construction of cyberidentities. The course provides an introduction to feminist approaches to media studies by drawing from work in feminist film theory, journalism, cultural studies, gender and politics, and cyberfeminism."

In the 1890s, Charles Dana Gibson's magazine illustrations of fashionable young women gained wide popularity. The physical type he portrayed became the standard of beauty, a romantic ideal that suggested a new female independence while also celebrating the privileges and glamour of elite society. Within a few years, women who viewed Gibson's illustrations in magazines were more likely to work for wages. Growing opportunities for white collar work in stores and offices attracted white women who spoke English, although they were paid roughly half of what their male counterparts received and were often subjected to discrimination and harassment.

In the 1960s, lottery-like contests designed to publicize products through sweepstakes competitions spread rapidly. In the 19th century, every state banned lotteries--defined as competitions in which chances to win prizes were sold÷to protect citizens. In 1868, Congress prohibited the distribution of lottery materials through the mail. The mid-20th century sweepstakes, however, did not require contestants to purchase tickets or products to win prizes and were thus considered legal. In 1966, the number of national sweepstakes exceeded 600 and consumer groups accused them of deceptive practices. An FTC investigation in 1968 into sweepstakes from oil companies and supermarket chains found evidence of deception. In the following excerpts from letters to a 1969 Congressional investigation, citizens urged Congress to take action to regulate sweepstakes. Their efforts failed to produce a bill that passed through Congress, however, and by 1998, the FTC estimated that more than 400 million sweepstakes flooded the mail annually and that consumers lost more than $40 billion each year through sweepstakes and telemarketing scams. In 1999, Congress passed the Deceptive Mail Prevention and Enforcement Act. Among other consumer protections, this Act required sweepstakes materials to clearly state odds of winning, value of prizes, and rules.

Materials emphasizing ways to improve writing skills.

Consumer products came to the fore in the economy of the 1920s, putting new technologies like radios, toasters, and electric irons into even working-class homes. A quarter of a century separates these two model kitchens

Radio and other popular entertainments, like movies, created a truly national popular culture during the 1920s. Pausing to tune in to his favorite program, this farmer represents an extreme example of radio's broad popularity during the 1920s. For rural Americans, radios not only delivered music and sports but also vital information on commodity prices and weather reports. While they linked rural residents to the rest of the country, radio broadcasts and movie theaters also provided a vehicle for advertising and a spur for consumer culture.

The most visible signs of industrialization in mid nineteenth-century America occurred in mushrooming factory towns such as Lowell, Massachusetts, but changes in manufacturing also took place in metropolises like New York City. Waves of immigrants entered the port cities 'small workshops, sites of intense craft activity. Cabinetmaking resisted mechanization and unskilled labor because the trade required intricate work on complex pieces of furniture. In his unpublished memoir German immigrant Ernst Hagen recalled that many of the leading names in nineteenth-century furniture, well represented today in museum collections, presided over large shops of toiling workers. Some employed over two hundred hands. The post-Civil War rise of western factories disrupted this urban system; skilled workers either found other employment or were relegated to margins of the trade such as repair work.

Illustrator Harry Grant Dart's vision of the increasingly aggressive and intrusive character of advertising in turn-of-the-century America appeared in a 1909 issue of Life. During this period, the growth of mass production and mass marketing changed the way consumer goods were bought and sold. Information about products now came not from those who made or sold them, but from persuasive advertisements trying to create brand recognition and brand loyalty. Advertisements moved out of separate sections in the back of magazines, as the newest periodicals featured full-page ads and depended upon advertising, rather than subscriptions, for their revenue. Coordinated advertising campaigns using billboards, store displays, and electric signs, became common.

Organized temperance movements have been part of the American political landscape since the early 19th century. Reform groups, dominated at various times by clergy, social elites, workingmen, and clubwomen, tried alternately to convince individuals to take a pledge against drinking alcohol, to promote drinking only in moderation, and to enact laws prohibiting the production and sale of liquor. Prior to the ratification in 1919 of the 18th Amendment banning liquor nationwide, two-thirds of the states had passed similar legislation. After rampant noncompliance with the Amendment led to its repeal in 1933, anti-liquor advocates focused protests against liquor advertising on the radio. While the Federal Communications Commission did not have the authority to ban liquor ads, their threats to hold license renewal hearings for offending stations induced broadcasters to self-impose a ban. Similarly, in 1948, the television industry voluntarily decided to restrict alcoholic beverage advertising to beer and wine commercials. Congress, nevertheless, proposed legislation in the 1950s to prohibit all liquor ads from radio, TV, and in interstate commerce. In the following testimony, an attorney for an advertising association argued that a proposed House bill would interfere with the "right to sell," while a police sergeant and member of the Woman's Christian Temperance Union contended in a Senate hearing that children should be protected from televised liquor ads in their homes. No legislation was enacted, and in November 1996 due to a sharp decrease in sales of hard liquor, the Distilled Spirits Council voted to allow advertising of its products on TV. In December 2001, NBC became the first network since 1948 to broadcast hard liquor ads.