© Blue Moon of Shanghai
I don't know if Americans were ever fiscally responsible, if they ever had a time when saving was valued, where you didn't borrow for consumption, and where low-quality throwaway goods and products were avoided, but if they did experience such a period in their history, it was brief. Twenty years before Elmer Wheeler's discovery of sizzle, Bernays and his friends had already instilled the equally important concept of spending tomorrow's money today.
The process began with Layaway plans, then moved to 'Pay as you Go', 'No money Down', 'Buy Now, Pay Later', and other easy credit schemes. Television ads displayed beautiful people enjoying their new home and car, kitchen appliances and furniture, TV, clothing and vacations, and not having to pay for them today. The marketers hired Bernays' psychologists to create a tactical plan to change American values from saving to perpetual consumption, and succeeded beyond their wildest dreams.
US marketers conceived and created a 'throw-away' society, where appearance was more important than substance, where quality was sacrificed for fashion. US automakers changed the entire external appearance of their models each year, converting transportation into fashion accessory with advertising campaigns that made people ashamed of driving last year's car. This is so true that since the 1950s, one of the largest 'fashion events' of the year was the unveiling by American auto manufacturers of their new models.
There was never any attention paid to engineering or quality; it was all superficial consumerism.Most Americans are too young to realise that their throwaway society is a recent development. It was not so long ago that quality and durability were important characteristics of any purchase, because people weren't rich enough to buy shoddy products requiring repeated replacement.
Consumer goods were meant to last a lifetime - and many did. Many toys were expected to last for generations, and often did. As a child, I played with toys that were handed down from my grandfather. Early in his marriage, my father purchased a set of kitchen pots for my mother, for which he paid nearly two month's salary. My mother died at 91 years of age, and those pots still looked as new as when they were purchased. It was Bernays and his marketing people, the evangelisers of capitalism, who found a better way to make more money faster.
Rather than selling you one good item and losing you as a customer forever (since it would never need replacement), they began lowering the quality, making and selling increasingly cheaper products that would soon fail and require replacement. This way, American manufacturers would have high profits and permanent repeat customers from a wasteful disposable society.American manufacturers had developed the processes of large-scale mass production to serve the nation's war machine, but after the war these massive factories would remain mostly idle. The solution of Lippman and Bernays was to engineer one of the greatest shifts in social values the world has ever seen, by re-defining the concept of "need" in the public mind to coincide with every product American factories could make. They employed their wartime propaganda methods to indoctrinate the American people with a need to purchase everything possible, in their pursuit of "a higher living standard".
"Bernays began the process of selling not so much products as emotion itself.
In psychologically linking the act of consumption to feeling free, happy, empowered, and confident, he tied notions of identity and self to items that could be purchased." This was the true birth of consumerism, and why it existed (and exists) only in the US. America evolved into a 'shop-until-you-drop' throwaway economy, based on easy credit and superficiality. In a few decades, Americans went from 'thrift' to 'spendthrift'.
Comment: Europe has already threatened that its 'solution' to this crisis is not to overturn the failing sanctions, but instead to enforce rolling blackouts on certain regions across Europe, as well as offering 'heat islands' for those freezing in their houses. One can only imagine what solutions will be offered when the inevitable food shortages begin to bite; bug burgers for all?