psychologically grounded desires take over. These can never be satisfied (Galbraith 138). The economists job becomes to seek their satisfaction. This theory cultures a drive to higher expenditure stronger than the drive to obtain necessities (Galbraith 148). The rising income of the population of the 1950s facilitates more consumption. Disposable personal income in the 50s reached its highest amount at 2,166 dollars in 1959 and in 1955 people spent on average 240 dollars on durable goods and 746 dollars on non-durable goods. The expansion of the middle class also supported consumption as they gained more buying power. The white workers had now entered the mainstream of American consumers with middle class aspirations (Zunz 187). Real national income increased 3.7 % per year between 1948-1973. Again, consumption of products was not just for necessity. The clich keeping up with the Joneses originated in the 50s. Material possessions assumed a symbolic importance (Rosenblatt 41). Advertising helped significantly in adding to the symbolic importance of materials. The advent of advertising was the most important tool that corporations used to create false demands. The very survival of firms is heavily dependent on its advertising: Price competition having been forsworn as self-destructive, the firm turns to its salesmen and advertising agency to find new customers and to win customers away from its rivals . . . the firm may be seeking . . . through its advertising and salesmanship so to establish its own personality that it will be protected in some measure from other firms (Galbraith2 99). Another tactic employed for a company to achieve an image that sets it apart was brand-imaging. Consumers trust well known products that are constantly projected into their lives (Galbraith2 100). In 1956 money spent on advertising totaled approximately 10 billion dollars. Advertising has been coined as modern want creation (Galbraith ...
