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  • Subject area(s): Marketing
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  • Published on: 14th September 2019
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The Jazz Age- The Jazz Age was the era in American history that started with the end of WW1 and ended with the Great Depression of 1929. Jazz music, modern ideas, and dance became very popular. The Jazz Age was the term used by F. Scott Fitzgerald to describe the \"anything goes\" era that was a feature of the 1920s. People loved the rise of self expression through music and dance.

Prohibition- Prohibition was a nationwide constitutional ban on the production, importation, transportation and sale of alcoholic beverages. It remained in place from 1920 to 1933. Prohibition was very difficult to enforce. In the 1820s and '30s, a wave of religious revivalism swept the United States, leading to increased calls for temperance, as well as other movements such as the abolition of slavery.

Flappers- Flappers were a generation of young Western women in the 1920s who wore short skirts, had their hair cut as a bob, and listened to jazz. Flappers were known for their unconventional style and behavior. Flappers were a sign of changing times and more freedom for women to express themselves. There\'s no doubt the flappers had a lot of style.

Harlem Renaissance- Harlem Renaissance was the African-American artistic and literary culture that was developed in the 1920's. he New York city neighborhood of Harlem was the home of the Harlem Renaissance and influenced African American authors, artists and musicians. The Cotton Club was the most famous Harlem night spot and musicians such as Louis Armstrong and Duke Ellington.

Movies- Cinema started with silent, black and white movies of the early 1920\'s that were accompanied by music played on a piano or organ. In 1922 the first all-color movie called \'Toll of the Sea\' was released. Walt Disney\'s Steamboat Willie premiered on November 18, 1928, introducing the world to Mickey Mouse. The Roaring Twenties movies were a cheap form of entertainment. By 1929 an average of 100 million Americans went to the cinema on a weekly basis. By the end of the Roaring Twenties there were 25,000 cinemas.

The ‘New Woman'- The \'New Woman\' had been given the right to vote in the 19th Amendment passed in 1920. The \'New Woman\' could attend college, get a career or a job and her wages gave her independence. Many women challenged the traditional, ideas about the role of women and a generation gap began to form between the  \'New Women\' and the older generation . The old style clothing with long skirts and restrictive corsets were thrown aside for the new, modern fashions as worn by the Flappers.

Women's fashion- Fashion for women characterized the free spirited era of the Roaring Twenties and the Jazz Age as women gained their freedom and independence. The 1920\'s Fashion trends were the shorter, low-waisted dresses and revealing styles worn by the Flappers, the \'bobbed\' hairstyles, cloche hats, the casual, haphazard fashion of a mixture of brightly colored clothes, scarves and stockings with bold, striking geometric designs of the era. Another 1920\'s fashion trend were clothes that provided freedom of movement with looser fitting clothes.

American consumerism- The rise of prosperity of the United States in 1920 led to the emergence of American Consumerism in the 20's. Consumerism is the theory that it is economically attractive to encourage the attainment of goods and services in ever-increasing amounts. American Consumerism increased during the Roaring Twenties due to technical advances and innovative ideas and inventions. Americans moved from the traditional avoidance of debt to the concept by buying goods on credit installments. Mass advertising and marketing techniques from the 1920\'s newspapers and the radio saw a massive increase in sales via easy consumer credit.

The Economic Boom- The Economic boom in the 1920\'s was a period of economic boom and was marked by rapid industrial growth and advances in technology. The Economic Boom in the 1920\'s saw increases in productivity, sales and wages accompanied by a rising demand for consumer products leading to massive profits for businesses and corporations. The causes of the Economic Boom were the Republican government's policies of Isolationism and Protectionism, the Mellon Plan, the Assembly line and the mass production of consumer goods such as the Ford Model T Automobile and luxury labor saving devices and access to easy credit on installment plans.

The Great Depression- The Great Depression started in 1929 sparked by the Wall Street Crash. The economic crisis led to bank closures, mass unemployment, homelessness, hunger and the despair and dejection of American people.  The terrible drought in 1932 led to dust storms that destroyed the land in the prairies states of America. This brought unbelievable hardship to even more people. Bread Lines and Soup Kitchens were the only form of sustenance for the hungry. Unemployed men traveled the railways to different locations desperately searching for work. Things slowly improved under the presidency of Franklin D. Roosevelt.

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