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As stated in the initial “American Dream ” article my grandfather and grandmother came to America in 1908. My father, Victor was born in 1920, in New Haven, Conn. He was one of five children and he was the only son. Needless to say he was spoiled by his mother and four sisters who doted on him constantly.
At the age of 10 years old Victor showed signs of being an entrepreneur. He and another friend would set up a tent each Saturday in my grandfather’s back yard and would have a carnival type of show. They charged one penny to see the show, ordinarily my father would play the guitar with his younger sister singing along. His friend Ralph not only played the drum with my father with my aunt singing but he likewise did a solo act. They had games for everyone, one penny a game and they had a Tom Mix movie set up in the cellar that cost, you guessed it right, one cent.
After my father graduated from high school he went to work full time in a butcher shop which today we call a meat market. He went from doing deliveries and cleaning the coolers and instrumentation to learning how to cut meats. In those days beef was ordered in quarters, half’s, and whole cows, it was the butcher’s occupation to cut and discerned the dissimilar cuts of beef such as the tenderloin, T-bone, ribs, the rump which was used to make roasts etc…. Chickens came in wooden crates, the whole chicken newly killed and still with feathers. First you had to chop the head off then hold the chicken upside down to drain the blood. While doing this the remaining feathers were plucked off the body.
My father met my mother Emma in 1940 through one of his co workers, Charlie. It was on October 11th, 1941 that they married. On December 7th 1941 Pearl Harbor was attacked and the United States entered World War II. Early 1942 my father was drafted into the army and went to boot camp in Massachusetts. After his training he got a short leave to spend time with his family then it was off to Europe. On March 30th 1946 he was honorably discharged.
Once home from the war my father wanted to live his “American Dream” and so it started. He no longer wanted to work for any person so he opened his own grocery store and meat market called Fair & Square Market in New Haven. His hard work and persistent determination paid off over the years. He branched out into other ventures and was successful due to his work ethics and his system of belief of “Honesty is the best investment to insure a profitable future”.
My brother and I have been fortunate to experience growing up in a true American family and today we both are successful as independent businessmen. The American dream is still alive in the USA for any person who dares to be great. Our freedom to choose our fate is still our most valued freedom.
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Advertising American Dream Modernity 1920 1940
It has become totally unlikely to imagine our culture without advertising. But how and why did advert become a determiner of our self-image? Advertising the American Dream looks cautiously at the two decades when advert ran into striking new ways to play on our anxieties and to promise consolation for the masses.
As American society became more urban, more complex, and more overshadowed by massive bureaucracies, the old American Dream seemed threatened. Advertisers may only have dimly sensed the unfathomed transformations America was experiencing. However, the promotion they developed is a wondrously graphic record of the underlying assumptions and altering values in American culture. With spacious reference to the usual media–radio broadcasts, confession magazines, and tabloid newspapers–Professor Marchand describes how advertisers manipulated progressed art and photography to advertize an enduring “consumption ethic.”
From the Inside Flap”A convincing and perceptive analysis that provides a careful sociological portrait of publicity agency persons in the 1920s and 1930s. Marchand has rare talent for bringing out things in the ads that the reader would not have seen alone.”–Michael Schudson, University of California, San Diego
“This work illuminates a heap of of the most primary developments in twentieth-century America.”–T.J. Jackson Lears, Rutgers University
About the AuthorRoland Marchand (1933-1997) was Professor of History at the University of California, Davis, and authored a good deal of works on American cultural history.
Advertising American Dream Modernity 1920 1940 Pic
Advertising American Dream Modernity 1920 1940 Image
Advertising American Dream Modernity 1920 1940 Image
Advertising American Dream Modernity 1920 1940 Pic
Most helpful client reviews
10 of 13 humans found the following review helpful.
 A Probing Account of Advertising 1920-1940
By Erin Blakemore
Roland Marchand’s book is an magnificent analysis and history of the promotion industry’s move towards modernization from the 20s to the 40s. Beautifully illustrated and entertainingly written, Marchand’s book lays out important paradigms for the analysis of publicity of the period. His accounts of the dissimilar promotion “parables” formulated for the duration of the time to trade more and more buyer goods is fascinating. A must-read.
7 of 9 people found the following review helpful.
Excellent read
By A
Marchand’s book is an splendid overview of print ads from 1920-1940. Drawing upon copious research, Marchand makes the case that a good deal of of the features of innovative print ads primary appeared for the duration of this time period. Ads from Lysol and Lucky Strike are featured as well as some from lesser-known companies. Innovations such as the use of color and the use of the dramatic monologue are likewise featured. A will have to -read for those mesmerized in history, business or graphic arts.
2 of 5 humans found the following review helpful.
 But how may americans saw the ad?
By historiker33
My only problem with Marchand is that he does not, and really, can not gauge the effect these ads had on people. While the book is insightfull, well written, and full of intellectal tidbits, that one weakness does tend to bother.
Overall, a very good read that provides a nice comparision and contrast with other writers like Lizabeth Cohen.
See all 4 client reviews…
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