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History 150: Exam 3 material

by: Rachel Rusnak

History 150: Exam 3 material 150

Marketplace > Ball State University > History > 150 > History 150 Exam 3 material
Rachel Rusnak
GPA 3.2

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The Middle Class Consumer Society
The West in the World
Dr. Malone
Class Notes
25 ?




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This 2 page Class Notes was uploaded by Rachel Rusnak on Wednesday February 24, 2016. The Class Notes belongs to 150 at Ball State University taught by Dr. Malone in Spring 2016. Since its upload, it has received 15 views. For similar materials see The West in the World in History at Ball State University.


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Date Created: 02/24/16
2/24/16: The Middle Class and Consumer Society The Middle Class and Consumer Society ***test questions***  Two major social consequences of industrialization: o The rise of the middle class to economic, social, and political power. o The emergence of consumer society (late 19  c).  Consumer society:  A society in which the production, sale, and consumption of NON­ ESSENTIAL goods has become an important part of social and economic life.  The middle class was at the center of this development. o They had non­manual labor jobs. o In 1899.  Thorstein   Veblen   coined   the   term “conspicuous consumption” to describe middle­class consumer habits. o Middle­class homes.  Spent a good deal of money filling up their homes with lavish items.   Displayed their wealth in the items that were around their home.  Crammed their homes with goods.  Two key components of consumer society: o They targeted the middle class. o Advertising.  Society was suspicious by advertisements.  Thought that a product was good enough to sell itself.  Something must be wrong with the product if it needed to be advertised.  The usefulness and value of most things depend, not so much on their own nature, as upon the number of people who can be persuaded to desire and use them.  Developments and trends in Britain (1880s­1914).  Sample ads: o Use   of   Queen   Victoria’s   royal warrant (coat of arms).  Used   royal   warrant   to attract people to buy goods. o A New Retailing Institution:  The Department Store. st  1  department store opened in Paris by Aristide Boucicaut in 1852. o The Bon Marche “The Ladies’ Paradise”. 2/24/16: The Middle Class and Consumer Society  1906:  Has 52 departments.  Covered 13 acres of space.  Employed 7,000 people.  Symbol of consumer society.  Formed for middle class women to shop.  Connected shopping with female leisure activity. o Man­chair.  “Universal provider”.  Lavish interior.  5 new selling techniques:  Revolution in the way that goods are sold.  Department stores amassed an unprecedented variety of goods under one roof.  Displays. o Window and interior displays were used to sell goods.  The price tag. o Prices were fixed and marked on price tags. o Working class people couldn’t afford the price that were marked. o Middle class could afford the prices posted.  The sale. o A   huge   semi­ annual   event   in January and July.   The mail order catalogue.


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