American Modern Adverting And The Social Consumption1885-1929

The late19th and early20th century，was the key period of social transformation in the UnitedStates. American’s economy achieved a vital development. The large factory system, which based onassembly line and standardization, provided the United States a stead flow of goods, meanwhile, the newconsumption was rising in American society.The new consumption culture was a byproduct of the American’s economy and socialtransformation in the turn of20th century. As the reflection of the marketization in the field of culture, thenew consumption culture was a natural and understandable choice by the mass when facing the new age.Among the various factors shaping people’s consumption habits, American modern advertising promptedthis culture’s spread. In the countryside,the advertising,as for its special attraction, played an importantrole in changing their lives, especially for those who lived far away from cities. Their new habits of life andconsumption gradually changed the landscape of countryside. Compared with the ads in country, the ads incities were more colorful. As a new symbol of city, advertising like a silent missionary, reshaped citizen’slife.The new consumption, as a consumption culture of the mass participation, its participants weremainly the common people, including the new middle class、the labor class, farmers in the countryside andthe women in the small town. The information that the ads propagated always related to the people’s dailylife. Compared with the elite’s consumption culture,their consumption were more rational. Between theinteraction during the advertising and consumer, people accepted more and more new fresh things. In thisprocess, the counter way of life and the value concept were accepted by the consumers, meanwhileadvertising itself became more and more regular and reasonable.