Middle Class In America

Suburbia continues to be vital in representing American living standards today. Throughout the 1930s, and 40s, the common young American man was either striving to protect his family during the economic tornado of the Great Depression, or was fighting for his country at war. During this period in America, the middle class was largely comprised of industrial workers, and unemployed men that were low on America’s economic food chain. Middle class living standards usually were in crammed apartments in the city, and wages were so low that many Americans struggled to survive the harship brought on by the Great Depression. However, thanks to a booming post-war wartime economy, the American worker was able to afford housing, cars, and other appliances
Specifically, by giving an economic advantage to America’s young middle class, the GI Bill ensured that the youngest generation of American adults would be in a better position to climb up the economic food chain, and ultimately increase their wealth and viability in the American economic machine. After World War I, American veterans were given nothing more than a “$60 allowance, and a train ticket home.” During the Great Depression, a majority of veterans struggled to survive, and assimilate back into the American economy (US Veteran Affairs). Concerned by the way veterans were treated, President Franklin Roosevelt understood that the protection of our veterans was imperative to American economics, as he took actions to ensure educational, and occupational opportunities for veterans (US Veteran Affairs). The result was the GI Bill, which sought to improve the economic assimilation of veterans after World War II (US Veteran Affairs). The GI Bill increased responsibilties for the relatively new Department of Veteran Affairs. The VA was responsible for assisting GIs with educational opportunities, loan guaranty on homes, farms, and businesses, and unemployment pay (US Veteran Affairs). Because suburban homes were mass produced and widely available,
Because of these advertisements and strategies, a massive increase in consumerism began. The constant buying of products by the middle class practically started a competitive economic war in American neighborhoods. The idea of Keeping up with the Joneses, where Americans felt the need to constantly upgrade their appliances, cars, and basically all materialistic posessions drastically shifted middle class economic, and living norms. Specifically, businesses used the suburbia movement as a way to relate with middle class customers. An example of this strategy is Lennox Heating’s 1950 advertisement (Appendix A). In order to relate to their customers, Lennox Heating demonstrates the prosperity of suburban houses, illustrating them as family friendly, and owned by rich men and women that wear high quality clothes. Another example of this strategy is Capeheart’s “Year’s Ahead” advertisement from 1950 (Appendix B). Capeheart relates to potential customers by illustrating their clients as a close knit family that watches television together, and one that lives a luxurious lifestyle in the suburbs. By advertising their television as “Year’s Ahead” Capeheart implies that their TV is the best, and the newest TV on the market. Capeheart excellently demonstrates the strategy of exposing the Keeping up with the