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The Roaring Twenties: The Culture of the 1920s Text of “Peerless” Document: Every woman loves that greater degree of security and serenity she finds in her Peerless car. Whether it be the Eight or the Six, its remarkable day‐in and day‐out, dependable service is assured. Thousands of miles of travel pile up with no thought of adjustment or repairs of any kind. The Advertising Industry acknowledged the expanding base of women in the consumer market during the 1920s. The younger generation of Flappers became the targeted as independent and carefree consumers. During the course of the 1920s, young flappers or "jazz babies" became targeted for consumer goods which they were not previously expected to purchase, such as cars, radios, motors, land, life insurance, etc. Young women were also seen as independent purchasers of many new consumer goods, most of these goods revolved around jazz culture, such as dancing garments, radios, recordings, cosmetics, and musical instruments. The advertisements that were aimed at this new consumer group were distinctly different from previous advertisements that had targeted young women. The flapper advertisements reflected their independence from men, their parents, and their grandparents. Advertisers strove to appeal to the flapper generation by reflecting their new ideas and morals. For example, Holeproof Hosiery (right) ceased placing men in their advertisements, and showed that they were a "modern" product by displaying scantily clad women with short hair in their advertisements, whereas in the past Holeproof displayed women fully clothed and on the arm of a man. Text of “Women” Document: Women who are first attracted to Holeproof Hosiery by its lustrous, sheer appearance, are pleasantly surprised – wearing it – to find that its charming beauty is matched by unusually long service. It is this combination of style and durability that has made Holeproof the preferred hosiery of millions. Buy Holeproof and both your hosiery and money will go farther. Holeproof Hosiery Company Milwaukee, Wisconsin

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Page 1: The Roaring Twenties: The Culture of the 1920stah.eastconn.org/tah/0910LH1_1920sAds1.pdf · The Roaring Twenties: The Culture of the 1920s Text of “Peerless” Document: Every woman

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

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