THANK YOU, MR. EDISON   Lesson Three: Merchandising and Advertising

Prosperity and Thrift: The Coolidge Era and the Consumer Economy, 1921-1929 documents aspects of the "transition to a mass-consumer economy [and the] widespread electrification of plants, factories, and households." Mrs. Lathrop's letter is evidence of the impact of the consumer economy as early as 1921. Entertainment implies the availability of leisure time to enjoy it. Notions of "work" as an activity were being redefined during this period. More and more people could purchase goods and services which were not necessities.

The Introduction to Prosperity and Thrift and The Prosperity of the Coolidge Era argue that "Always associated with self-restraint, moderation, and frugality, thrift now came to acquire the meaning of 'wise spending'." One of the important tasks for influential leaders at this time was to find new ways to retain America's old values while adapting them to new circumstances.

Mass-Circulation Magazines

Mass-circulation magazines documented the mass-consumer economy of the time and the increasing electrification of homes. It is very likely that Mrs. Lathrop read such magazines. The following activities provide opportunities to analyze several of these magazines, all from 1926: Good Housekeeping, Country Gentlemen, and Household Magazine.

Introductory Assignment:

1. Go to the sections Introduction to Prosperity and Thrift and Merchandising and Advertising for an overview of this lesson's topic. Links provide access to documents that explore more specific subjects.

2. Reflect on the magazine titles to understand their focus. Review the "Table of Contents" and investigate the entire issue of each magazine.

   • What meaning[s] does each title seek to convey?
   • Who is the intended audience?

Specific Assignments:

1. Good Housekeeping is the only one of these magazines which is currently published. Compare and contrast a current issue with this issue from 1926. Consider such things as the content and subject matter of the articles, the full range of advertisements, and the artwork and illustrations.

2. Country Gentlemen is no longer published. What magazines are currently aimed at the same audience? Find an issue of such a magazine and do the same analysis suggested for Good Housekeeping. Make reproductions of selected pages, as they provide useful visual comparisons.

3. The Advertisement Gallery provides an opportunity for an analysis of advertisements of the developing mass-consumer economy. Each ad provides a window into the world of people like Mrs. Lathrop. Use the Advertisement Analysis Guide as you study these ads.