The American Vision: Modern Times, California EditionChapter 8:
Normalcy and Good TimesWeb Lesson PlansIntroduction
Students have read about the economic prosperity of the 1920s that led to the
growth of big business. In this activity students will explore the factors
that supported the rise in industry and consumerism.
Lesson Description
Students will use information from the Prosperity of the Coolidge Era Web site
to learn about the factors that supported the rise in industry and consumerism.
Students will read about the economic climate of the 1920s, the federal policies
that supported business growth, the role of advertising in the rise of consumerism,
and the developing consumer movement. They will also access photographs, films,
audio selections, documents, and advertising materials that highlight the economic
and political forces at work in the 1920s. Students will then answer four questions and apply this information by preparing a presentation
about the conditions that supported economic growth during the 1920s.
Instructional Objectives- Students will analyze factors that supported economic growth and prosperity
in the 1920s.
- Students will be able to use this knowledge to prepare a presentation about
the conditions that supported economic growth during the 1920s.
Student Web Activity Answers- During the 1920s production increased, wages increased, and industry prospered.
Americans, anxious to spend their increased earnings on new appliances and
consumer goods, experienced a rise in their standard of living.
- President Coolidge's administration supported business and even employed
several business techniques in its approach to government. Federal tax cuts
encouraged consumer spending and gave businesses a break. Commerce Secretary
Hoover supported cutting business costs through standardization and simplification
of industrial parts and procedures. His reorganization of the Department of
Commerce created 17 internal divisions, each addressing a different economic
responsibility. Government-sponsored research focused on social and economic
trends during the 1920s and provided businesses with important data. Hoover
also worked to remove anti-trust barriers and promote fair trade practices.
- A flood of new products and services competed for consumers' dollars, and
advertising became a more important marketing tool for manufacturers. Radio
advertisements gained popularity. The rise in chain stores also created an
environment for advertising, and many stores designed extravagant advertising
campaigns. As advertising became a more important part of consumerism, the
advertising industry took steps toward self-regulation and established the
Truth-in-Advertising Movement.
- As consumer spending rose, so did concern for consumer protection. The Better
Homes Movement educated consumers about home ownership. The Thrift Movement
sought to teach citizens about saving and spending wisely. Stuart Chase led
a movement to inform consumers of unfair advertising and pricing practices.
The Playground Movement promoted wholesome activities for consumers' leisure
time.
- Students' presentations will vary.
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