Transcript 005 ON THE OUTSIDE OF THE GOOD TIMES

1920’s good times (and bad)
Era of the Catalogue
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Back in Central Canada,
Quebec & Ontario
manufacturers like:HBC,
Simpson's, Canadian Tire,
Eatons & others, were
enjoying immense profits
Up until this point Eatons was
sole retail provider of goods
& services to all of Canada
out of their very famous
catalogue
A western farmer had to
order his barn from the
Eaton’s
The Retailers
• Dupuis Frères a FrenchCanadian retailer, created
its mail order service in
1922
• Canadian Tire sent out its
first catalogue in 1928
• By the 1920s, Hudson's
Bay, Morgan's and
Woodward's all had a mail
order service
• Canadian retail markets
were BOOMING!!!
Enter Advertising
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The advertising industry
exploded during the 1920s:
magazine advertising revenues
tripled between 1918 and1929
= $200 million business
Women made most of the
purchasing decisions =
advertisers began to direct
their campaigns to them.
Enter Advertising
• The expansion in the
availability of industrial
goods created competition
among manufactures.
• It was necessary for
producers to embrace
women as consumer in
order to capture almost all
market sales
• Women spent 85 percent
of all consumer dollars
Tricks of the Trade
• Establish your target market e.g women ages
25-54
• Establish your brand-essence: what it stands
for e.g. Pepsi stands for youth
• Establish the tactic you will use to advertise
your product
Tactics
• Comparative Advertising: Compare your product
to someone else’s & make yours seem superior
• Testimonial: Have an “expert” or “customer”
promote your product by singing it’s praises
• Fear: Strike fear into the hearts of your consumer
that something bad will happen unless they
use/buy your product
• Emotional Appeal: Playing on consumers heart
strings in order to get them to buy their product
Ad Analysis: Jell-O
Who is the target market?
What is the essence of the Jell-O
according to this ad?
What tactic is the advertiser using?
Ad Analysis: Turkish Cigarettes
ON THE OUTSIDE OF THE
GOOD TIMES
• The prosperity of the 1920s wasnot shared
equally across Canada. It was also not shared
equally among all people; birthplace, skin
colour, gender, social class, and age all
determined whether or not Canadians
enjoyed the Roaring Twenties.
Women
• Even though they had won political rights,
they are still under-represented in
government
• Still not considered ‘persons’ under the law
• Many attitudes remained the same:
– Girls not expected to stay in school as long as boys
– Much of their education aimed at preparing them
for marriage and motherhood
– Some girls learned skills such as typing and
shorthand; this would lead them to low-paying
clerical jobs
• More women were going to university
– In 1891, 11.6 % of undergraduates were women
– In 1930 it was 23.5%
– These women had wider employment
opportunities, but were still paid less than men by
as much as 60%
-unskilled women worked as household domestics
or in low-paying jobs in offices, stores, and
factories.
- Women still seen as temporary employees,
working only until they are married; then they
would be fired
Children
• Some laws regulating child labour had been
passed in the late 19th and early 20th centuries
in Canada
• Many children left school before the age of 16
to join the workforce
• The “home children” were British orphans or
members of poor families who were sent to
Canada to start a new life
• They were often exploited
• Little supervision once they had been placed
in Canadian homes
• Had to stay with host family for up to 7 years
before they were allowed to move on
• Some were treated as family members; others
were overworked, neglected, and sometimes
abused
• By the 1920s, reformers were speaking out
against the scheme and it ended in 1930 with
the beginning of the Great Depression
Intolerance
• As immigration from non-English-speaking
countries increased, so did instances of
intolerance
• These new immigrants found their new
neighbours to be unfriendly or scornful of
their customs and beliefs
• For visible as minority immigrants, intolerance
could be even more severe
• Belief in superiority of race (especially in north
America and northern Europe) (Ethnocentric)
• Certain practices that would not be tolerated
today – ex. Restaurants refusing to serve
Blacks
• Some people tried to ‘improve’ the “inferior
races” through education or missionary work
• The Ku Klux Klan, the American White
supremacist movement, was active in Canada
in the 1920s and 1930s
– Saskatchewan – as many as 15,000 Klan members
by 1930; they had political influence, especially on
the conservative party
Native Canadians
• Native ceremonies such as the Potlach andthe
Sun Dance were banned
• Native children were taken away from their
homes to be educated in residential schools by
governments or religious organizations
• Wanted to assimilate the young generation
into mainstream Canadian life
• If Natives lived on reserves, they were not
allowed to vote
• In 1920, the government amended the Indian
Act, banning traditional forms of Native
government
• Independence movements were resisted by
the Canadian government
– In the early 1920s a Six Nation chief took his case
for self-government to the British government and
the League of Nations, but Ottawa refused to give
in and they imposed an elective council on the Six
Nations