the roaring twenties: the culture of the 1920stah.eastconn.org/tah/0910lh1_1920sads1.pdf · the...
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TheRoaringTwenties:TheCultureofthe1920s
Textof“Peerless”Document:EverywomanlovesthatgreaterdegreeofsecurityandserenityshefindsinherPeerlesscar.WhetheritbetheEightortheSix,itsremarkableday‐inandday‐out,dependableserviceisassured.Thousandsofmilesoftravelpileupwithnothoughtofadjustmentorrepairsofanykind.
TheAdvertisingIndustryacknowledgedtheexpandingbaseofwomenintheconsumermarketduringthe1920s.TheyoungergenerationofFlappersbecamethetargetedasindependentandcarefreeconsumers.Duringthecourseofthe1920s,youngflappersor"jazzbabies"becametargetedforconsumergoodswhichtheywerenotpreviouslyexpectedtopurchase,suchascars,radios,motors,land,lifeinsurance,etc.Youngwomenwerealsoseenasindependentpurchasersofmanynewconsumergoods,mostofthesegoodsrevolvedaroundjazzculture,suchasdancinggarments,radios,recordings,cosmetics,andmusicalinstruments.Theadvertisementsthatwereaimedatthisnewconsumergroupweredistinctlydifferentfrompreviousadvertisementsthathadtargetedyoungwomen.Theflapperadvertisementsreflectedtheirindependencefrommen,theirparents,andtheirgrandparents.Advertisersstrovetoappealtotheflappergenerationbyreflectingtheirnewideasandmorals.Forexample,HoleproofHosiery(right)ceasedplacingmenintheiradvertisements,andshowedthattheywerea"modern"productbydisplayingscantilycladwomenwithshorthairintheiradvertisements,whereasinthepastHoleproofdisplayedwomenfullyclothedandonthearmofaman.
Textof“Women”Document:WomenwhoarefirstattractedtoHoleproofHosierybyitslustrous,sheerappearance,arepleasantlysurprised–wearingit–tofindthatitscharmingbeautyismatchedbyunusuallylongservice.ItisthiscombinationofstyleanddurabilitythathasmadeHoleproofthepreferredhosieryofmillions.BuyHoleproofandbothyourhosieryandmoneywillgofarther.HoleproofHosieryCompanyMilwaukee,Wisconsin