Author Mark Twain dubbed the period near the turn of the century "The Gilded Age," for a major shift toward consuming goods occurred. Advertising became an art form, and exploded into ever more areas of American life. The new technology of mass production made many more products available, and advertising was needed to make people realize they "needed" the new goods. Citizens were told by government and industry leaders that consuming made them good Americans. Economist Simon Nelson Patten declared in 1907 that the "new morality does not consist in saving, but in expanding consumption." Not everyone agreed, but it was a sign of things to come. For finally, in the 20th century, a majority of Americans discarded thrift and embraced consumption. What is It? | Do You Have It? | History of Affluenza | Imelda Faye The Show | Diagnosis | Treatment | Site Map