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North Jersey History Center Online Exhibits

The Dawn of Mass Marketing and the Age of Advertising

Prior to World War I, the Progressive Movement upheld the potential of mass media to propel social and economic uplift by providing Americans with greater access to educational, cultural, and economic opportunities. Wartime propaganda utilized colorful posters, catchy jingles, and ubiquitous newspaper ads to encourage patriotic citizens to defend their country, contribute to the war effort, and report seditious behavior. Businesses adapted these high effective tools for peacetime in order to spread the message of personal freedom through consumer choice; a receptive public responded and sales skyrocketed.

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The World we live in, the Jerseyman, January 29, 1929.

An ad for advertisements. This Jerseyman broadside extols the virtues of marketing; products are really “old friends” introduced to the reader by advertisers, who also informs the public about changes in the world and helps them spend their money wisely.

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Faithful servants that seek no reward, the Jerseyman, July 7, 1926.

The age of home appliances promised labor-saving devices with “no protests, no shirking, but a good-hearted service that lifts the burden of household duties.” This ad implies that unlike prior generations, modern homeowners did not require the assistance of enforced or paid servitude to live well.

Let Kodak keep the story - Natl Geographic, June 1927.jpg

Let Kodak keep the story, National Geographic, June 1927.

Regional manufacturers and retailers created highly identifiable brands with refined mottos, logos, and slogans. Mass-produced goods, like this Kodak camera, gave more Americans the freedom to capture memories without hiring expensive photographers.

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Jersey Theatre on Washington Street, March 1, 1929. Curtiss photograph collection.

With the growth of America’s middle class and increased economic opportunities for workers, people enjoyed more leisure time and disposable income than prior generations. In addition to attending the latest movie, Morris County residents shopped downtown, took day trips to amusement parks, and booked vacations out of state.

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A glass of pure milk is a glass of health, the Jerseyman, May 22, 1926.

Mass production made consumer goods more affordable, while the 1906 Pure Food and Drugs Act, made them safer and more trustworthy. Regulation worked hand in hand with big business to produce an abundance of produce, dry goods, and durable goods.

Local Business and Emergent Corporatism

Two hallmarks of America’s 1920s corporate culture were the emphasis on bureaucratic standardization and managerial hierarchy in order to maximize productivity and profits. Retailers embraced customer-focused sales practices to indulge the public’s comfort and desires, whether in lavish downtown department stores or the dry goods store on Main Street. Storeowners began allowing customers to inspect and handle goods unsupervised, as opposed to the traditional method of keeping products safely behind a counter under a clerk’s supervision.

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Mutual Grocery Store interior, Morris Street, November 26, 1920. NJHGC photograph collection.

D.M. Merchant's Hardware Store, 23 Morris, Morristown, 12.29.jpg

D.M. Merchants Hardware Store, Morris Street, December 29, 1930. Curtiss photograph collection.

During the early 20th century, fixed prices became the standard. Previously, shoppers and business owners haggled over price, with retailers having the final say in who got the best products. Personal relationships often decided how much one payed, but this also depended on a number of factors. During the Jim Crow era, shop owners could legally discriminate against individuals based on race, ethnicity, or religion, charging more for some while refusing to do business with others altogether. The humble price tag freed many customers from unfair pricing for the first time.