Consumerism and Materialism 2

Materialism: a tendency to consider material possessions and physical comfort as more important than spiritual values.

Refrigerator’s cultural meanings would undergo any substantial alterations in the post-World War II period. Despite the Great Depression, refrigerators were installed in 50% of American households by 1940

(Paul Gansky 1)

World War II rationing of the devices did not stop nearly 85% of homes from gaining a unit by 1944 (Covert 315–42), with another 20 million refrigerators sold by 1949 (May 166). Throughout these periods, research on the appli- ance has argued (Paul Gansky 2)

the advertising gave influence to people to purchase the products.

Materially, refrigerators took on physical characteristics of television, with portable units designed like TVs—presaging contemporary forays into amalgamating media and appliances(Paul Gansky 3)

Television 1940s

Refrigerator 1949