Home Aspirations and the American Dreamer

Home ownership lies at the central core of our national existence. The home visually and figuratively expresses the structure of American society. It has come to display the very result of an individual’s hard work. In fact, the most essential component of the “American Dream”, in which so many people have aspired to attain, is ownership of a nice house in suburbia and living the lifestyle attached to it. In the mid-20th century, the aspirations of the American Dream were primarily achieved through: owning a home, consumerism and maintaining a happy household. The American Dream concept emerged mainly in the first half of the 20th century. It captured our nation’s values of: freedom, property and happiness. It also popularized the motives of working hard and capitalizing on opportunities available in America in order to achieve a happy and rewarding life. Especially because of the consequences of the Industrial Revolution, many Americans had lived in city dwellings under miserable conditions. Moreover, the Great Depression had halted cities from developing and prospering. After the World Wars, the government wanted to raise national morale and increase the prospects for American dreamers. So in 1944, the Serviceman’s Readjustment Act guaranteed WWII veterans mortgages with favorable terms, which was an initial spark in the rise of suburbanization. Also in the 1940s, the government issued mortgage plans, “a majority of middle class tenants (of rental housing) had the hopes of buying a house in the suburbs” (Wright 229). Suburbia, therefore, became the ideal living situation for many Americans seeking an escape from cramped city life (which is illustrated in the photograph).

Suburbia was so desirable for Americans because it was the combination of both worlds: town and country. In suburbia, families could commute to the city in a short distance but also raise their children in a more peaceful setting away from urban life. In this way, people could also become more integrated with their communities.

Nonetheless, within these communities were centralized malls and commercial areas. And with this came the “Age of Consumerism”. This cultural phenomenon was exciting for suburban residents and helped the economy with war debts. Like the video portrays, people received a sense of pride buying the newest technological advancements and social developments. For example, cars became popularized with the rise of consumerism in suburbia. Likewise, it became more common for families to own a car than ever before. Cars, along with television, catered to the American vision of a charmed life. Life became more simple and convenient for the average American. Hence, consumer culture and the expansion of the middle class truly characterized the 1950-1960s in America.
1960's Consumerism in Suburbia by consumerismjkn Women, particularly the popular 1950s housewife icon, represented the highly domesticated life in suburbia. They seemed to have found a “fulfillment“ in home life and servitude. They played a role in the vision of the American lifestyle. As the saying goes, “a happy wife, a happy life”. The Good Wife’s Guide commercial (as shown) encouraged and taught women how to maintain and nurture a happy household. Housewives contributed greatly in fueling consumerism. Advertisements especially targeted them, the media "portrayed American women as possibly the best-dressed housekeepers ever seen” to attract buyers (Young 47). The wider availability and array of consumer items and appliances encouraged an attitude of “Keeping Up with the Jonses”. Happiness to people in this era consisted of what one could buy. Maintaining the image of a perfect life became extremely important. Home life, as seen through commercials, became a glamorous appeal to middle class Americans. The Kelvinator Commercial, played in the 1950s, addresses the statement: “What a dream of a kitchen come true, what a wonderful setting for you” (Reeves).

Even today, suburban life is one of the most important aspirations in American history. It has been the residential sanctuary and ideal home life that many Americans strived to attain. It maintains both of the beliefs central to our American existence: security and freedom.

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