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The Invention of Bad Breath
In the 1910s and particularly the 1920s, advertisers focused their attention on
identifying—and often inventing—personal anxieties that could be resolved by the
purchase of specific products. “Advertising,” wrote one commentator in a trade
publication, “helps to keep the masses dissatisfied with their mode of life, discontented
with ugly things around them. Satisfied customers are not as profitable as discontented
ones.”
Listerine mouthwash took this approach. The Lambert Pharmacal Company had
developed the antibacterial liquid back in the 1880s, and it was long sold as a general
antiseptic. After World War I, the company sought to expand its market. Advertising
man Gordon Seagrove recalls being called in by the Lambert Brothers to discuss how
this could be done. The company’s chief chemist was enlisted to describe the product
and its uses. “As he read along in a singsong voice,” Seagrove remembers, “he
mentioned halitosis. Everybody said ‘What’s that?’” Learning that it referred to
“unpleasant breath,” they immediately thought “maybe that’s the peg we can hang our
hat on.”
Although there was some worry about whether such a “delicate subject” could be
handled in magazines and newspapers, Seagrove and his collaborator, Milton Feasley,
launched an ad campaign that played heavily on fears about how others would react to
a halitosis sufferer. The most famous of their ads concerned the “pathetic” case of
“Edna,” who was “often a bridesmaid but never a bride.” She was approaching the
“tragic” thirtieth birthday unmarried because she suffered from halitosis—a disorder
that “you, yourself, rarely know when you have it. And even your closest friends won’t
tell you.”
In response to the ad campaign, Listerine sales went from $100,000 per year in 1921 to
more than $4 million in 1927.
1. How do you think adverts during the 1920s were different than today?
2. What emotions did advertisers of the 1920s want to make people feel?
6. What did people who were against prohibition argue that prohibition did?
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The temperance movement, discouraging the use of alcoholic
beverages, had been active and influential in the United States
since at least the 1830s. Since the use of alcohol was often
associated with such social ills as poverty and insanity,
temperance often went hand in hand with other reform
movements. From the 1850s onward, the temperance
movement focused much of its efforts on Irish and German
immigrants.
6. Why do you think that people really voted to repeal the 18th amendment?
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Christian Temperance Union. In 1899, she declared war on liquor and went about
smashing up saloons and liquor selling stores with a hatchet. She was arrested
repeatedly for her actions and others in the organization soon distanced themselves
from her.
Observations: Make a list of what you see in this picture.
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Conclusions: Based upon the picture or the reading, answer the following questions:
5. Do you think her actions helped the prohibition movement, or hurt it?
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In the year 1929 the stock market crashed and the United States went into a serious depression.
This means that millions of people lost their jobs and were out of work. The Gangsters and
Bootleggers, however, still made millions of dollars on the sale of illegal alcohol, money from
prostitution, gambling profits, and illegal narcotic sales. Many people thought that Prohibition
only allowed them to get even more rich during this time.
During the time of prohibition, federal agents were ruthless in their quest for justice. It was a well known statistic that in the
years between 1920 and 1933 there were at least 1,360 victims of “collateral damage” in the battle against alcohol. That is, at
least 1,360 people were wrongly killed when they were thought they were involved in illegal distribution or people were
caught in the crossfire between gangsters and Federal Agents. When prohibition finally ended, many were thankful that there
would be no more innocent victims of this ill fated law.
5. Who is one artist of the Harlem Renaissance that you know about?
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Jazz started in the United States in the early 20th century. Jazz
music has musical influences from the African slaves who were
taken from Africa to work in the plantations of the southern
United States, such as "call and response" songs and blue notes.
As well, Jazz music has musical styles from European music.
Some Wall Street financiers tried to inspire confidence by buying as many shares as they could. It worked -- temporarily. Friday and Saturday saw sales
drop and a glimmer of hope return. On Monday the panic started again, and then came Black Tuesday -- October 29. The panic on the Exchange floor
changed to bedlam. According to one observer, "They hollered and screamed, they clawed at one another's collars. It was like a bunch of crazy men. Every
once in a while, when Radio or Steel or Auburn would take another tumble, you'd see some poor devil collapse and fall to the floor." This was the Crash,
although few could see it at the time. The Market continued its decline but never as dramatic. Thirty billion dollars had been lost -- more than twice the
national debt. The nation reeled, and slipped into the depths of the Great Depression.
Observations: Make a list of what you see in this picture.
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Conclusions: Based upon the picture or the reading, answer the following questions:
1. Based upon the reading, what is one cause of the great depression?
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2. What do you think happened to the owner of the car?
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3. How many people were participating in the stock market in the 1920s?
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4. How did some investors act when the market was crumbling?
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5. What do you think could have been done to prevent the crash?
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The 30s and Bread Lines
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2. Based upon this picture what do you think life was like for many people in the 30s?
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3. Why were some WWI veterans upset?
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4. Why do you think African Americans faced increasing prejudice in the 1930s?
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5. If the 1920s were known as a time of great prosperity, what were the 1930s known as?
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The 30s and Bread Lines
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2. How do you think the W.P.A. changed the lives of many Americans?
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3. What New Deal programs still exist in the United States today?
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4. What was the purpose of the New Deal?
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People who grew up during the Depression said, "No one had
any money. We were all in the same boat." Neighbors helped
each other through hard times, sickness, and accidents. Farm
families got together with neighbors at school programs,
church dinners, or dances. Children and adults found ways to
have fun for free – playing board games, listening to the
radio, or going to outdoor movies in town.
When the dryness, heat, and grasshoppers destroyed the crops, farmers were left with no money to buy groceries or
make farm payments. Some people lost hope and moved away. Many young men took government jobs building roads
and bridges. By 1940, normal rainfall returned, and federal programs helped to boost farm prices and improve the soil.
About the same time, a new government program started to hook up farmhouses to electricity, making farm life easier
and safer.
Observations: Make a list of what you see in this artifact.
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Conclusions: Based upon the picture or the reading:
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2. What allowed many people to get through the 1930s?
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3. What types of things made it hard for farmers to get through the 1930s?
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4. When did rainfall return to normal?
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2. Based upon the reading, why did Roosevelt create or promote the SSA?
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3. List two types of individuals assisted by the SSA.
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4. What are two other “safety net” organizations set up to help Americans?
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5. Do you know anyone who collects Social Security today? If so, who?
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The Great Depression was a time when the
economy in the United States and throughout the
world was extremely bad. It began with the Wall
Street Crash of 1929. The prices on the Wall Street
stock market fell a lot from October 24 to October
29, 1929. Many people lost their jobs. They
became homeless and poor. This ended the wealth
of the Roaring Twenties. The day that is said to
have started the Great Depression is called Black
Tuesday.
Conservation Core or CCC. The CCC put many young men to work in the outdoors. Another of these programs was called Social
Security. Social Security gave old people a small income so they had money for things they needed.
Between 1939 and 1944, more people had jobs again because of World War II, and the Great Depression came to an end. The movie
Gone With The Wind was based on it.
Observations: Make a list of what you see in this artifact.
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Conclusions: Based upon the picture or the reading:
1. Based upon what you read, what might be happening in this photograph?
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2. Based upon the reading, what triggered the great depression?
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3. What’s a nickname for the day the stock market crashed?
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4. Together, what were Roosevelt’s programs referred to as?
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1. Based upon the reading, what do you think Roosevelt is doing in this picture?
2. When did Roosevelt start giving his “chats”? Before or after he became president?
3. What would Roosevelt receive after each chat? How did these help Roosevelt get what
he wanted?
4. What is one piece of evidence from the reading that could prove that FDRs fireside chats
were popular?
5. What is Today’s version of the “Fireside Chat?” Do you think that a president could still
have such a good repertoire with Americans?
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The Judiciary Reorganization Bill of 1937, frequently called the Court-packing Bill,
was a law proposed by United States President Franklin Roosevelt. While the bill
contained many provisions, the most notorious one (which led to the name "Court-
packing Bill") would have allowed the President the power to appoint an extra Supreme
Court Justice for every sitting Justice over the age of 70½. Six additional justices would
have been appointed. This was proposed in response to the Supreme Court overturning
several of his New Deal measures that proponents claim were designed to help the
United States recover from the Great Depression.
Franklin Delano Roosevelt sought a way to ensure his legislative agenda after the
Supreme Court of the United States repeatedly invalidated elements of his New Deal by
decisions finding those elements unconstitutional, including the Agricultural
AdjustmentAct in United States v. Butler et al (1936) and the National Recovery
Administration in Schechter Poultry Corp. v. United States (1935). Although "inclined
to wait until a vacancy naturally occurred on the Court," Roosevelt's first term passed
without the opportunity to appoint a justice.
Increasingly frustrated, Roosevelt turned to an untraditional means to change the
balance of the Court; namely, to change the number of justices. Article III of the U.S.
Constitution is silent as to how many justices may serve on the Court at any given time.
Instead, the Constitution simply provides that the "judicial Power of the United States
shall be vested in one supreme Court..." without specifying the number of justices on
that Court[1]. Only the office of "Chief Justice" is self-executing, as it alone is
mentioned in the Constitution in Article I, section 3 as the officer responsible for
presiding over presidential impeachments[2]. The size of the court had been set and
changed in the following years, under circumstances suggesting reasons for the changes
as indicated:
Observations: Make a list of what you see in this artifact.
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Conclusions: Based upon the picture or the reading:
2. What would the “Court Packing Bill” have allowed Roosevelt to do to the Supreme
Court?
4. What evidence is there to suggest that Roosevelt ignored or didn’t fully appreciate the
separation of powers?
5. What is absent from the constitution that might make Roosevelt think that he can change
the number of Justices?