At the Georgia Historical Society as senior historian, his duty is to serve as managing of our scholarly publication. He is also bestknown around the state of georgia as the host of today in georgia history. Program reduced by the Georgia Historical Society and georgia public broadcasting. Ofhas been an integral part the success of our society and is one of the key players, one of the stars of our team. It is a pleasure to introduce him. Tonight, he speaks on the theme of this years history festival. Is howe of this talk the real mad men changed world. His welcome dr. Stan deaton. [applause] dr. Deaton good evening to all of you. Had other of you things you could be doing, so your attendance is much appreciated. I hope you find this informative, and lightning, entertaining. We will take a Little Journey back in the postworld war ii america. I hope everybody catches the mading of the real men. It is of course a Television Series about the advertising world of the 1960s. We will talk about that. In a typical home, family wakes the kidsome they own, are collegebound is not there already, there are two cars in the garage, the house full of appliances, every conceivable electronic gadget, the , flatscreen tv, smartphones, videogames games, and of course, central heating and air. Most of it was bought on credit, one kind or another. Where national namebrand clothes and shoes and listen to music aimed squarely at their demographic. All of them are expected to attend college. A short or long commute will take both mom and dad to work. Evening, they may very well stop by a supermarket or a fast food chain on the way home. They may or may not know their neighbors, but they have hundreds of friends on facebook and other social media. It is unlikely they live where they were born. Extended Family Estates away, and the family hops on the interstate and hops on a delta flight. They drink cocacola, the mcdonalds, stay in a motel with the same experience in seattle as columbus. It is so routine that we forget the revolution in our own lives that brought about. Brought it about. The mid 20 century American Dream. This is in color, look at that. They are unhappy, it is in color, not black and white. We forget how different it was from everything before. Though the parameters of the dream have come under fire for land mass culture can formative maskell bland mass culture has become this the american brand, for better or worse. In this election, you have heard it needs repair, redemption, or how some have exploited it, or whether it is even attainable. Whatever it is and however we define it, it is here to stay, for better or worse. This has created one of the most unique confluences of events in history. The dream it created lives on. This was a unique time in American History. The story begins in 1945. At the end of world war ii, america was a veritable colossus. The only legitimate superpower. Its homeland was remaining virtually untouched by work. By war. ,he American Economy revved up making the United States the most powerful, affluent country the world had ever seen. It was a time of great optimism, achievement, when americas power seemed limitless. Americans bought and sold as never before. The good life became about owning things, like these folks here. Look at all the stuff they have. How did it happen . What did it mean . Who were the prime architects . The subtitle the book is the real mad men. Advertising,bout we will see ads, but not exclusively. Men in aterm mad much broader sense. There are many stories from this period. I will focus on some men and women who are unique. You may not be familiar with their stories as some others. Also take a glance at a few played aompanies who role in this as well. Lets take a look at this. We will start with this very, very different slide. This is a family of four in postwar america. Theyre eating dinner together, obviously. Look closely. Look at the things on the table. There are biscuits, vegetables, can vegetables canned vegetables. What is the one thing not in this picture that you cant see . Theres no protein on the table. They have probably are the net. It. Robably already eaten this man is sturdy, his hand is injured. The children are clean but not wearing nikes or name brands. They dont take pictures of themselves while they eat. There is milk in this jar. The milk is fresh, it doesnt public. Of anything america. 945 nothing unusual about it. This is the starting point. Here. D outline in 1947, 1 third of American Homes 1 3 of American Homes had no flush toilets. Americans ate considerably less chicken. Half worked on farms or construction. 3000 per income was year. They had vivid memories of the great depression. The children played with helios and mr. Potato head. Fancy toys required batteries. In 1945, only 46 of households had a mr. Deaton in 1950, only 10 of homes had a tv. In 1950, 1 in three americans had never seen a television program, did not know what they look like, but then tv would come to dominate their lives. Not different from something we love today, the cell phone. And of course segregation existed by law in america and in custom. By 1965, everything had changed. The number of families moving into the middle class with annual earnings of more than 5,000 after taxes, increasing at the rate of 1. 1 million a year. By 1959, half of the families met that benchmark, 20 million families headed this is what and this is what the middle class look like. They are happy. Look at them. People on the right, this is making them happy whatever they are looking at. This is a polaroid ad. The woman on the left is happy because she has a vacuum cleaner. [laughter] mr. Deaton the population increase was a staggering, from 152 million to 181 million 29 million was the biggest in American History before or cents. This was third by the babyboom pitted the total number of babies born between 194619 report, traditionally the years in baby boomers, 70 1964 pitted this boom became a market and an economic force. Not only did it drop draw a housing boom, but it was an economic boom for all kinds of ,hings, toys, candy, clothing lawn furniture, tvs and of course, diapers. By 1957, diapers were a 50 million business in the country. And these people were not afraid to do something other parents were afraid of, go into debt. This is the very first credit card. At that we all have these in our pockets. What is in your wallet . Arrivedrs club card in 1950 and public indebtedness billion. O 253 as americans went into debt to pay for every thing, cars, homes, swimming pools, luxury items. The middle class expanded, a sign of affluence that had been for only a few, owning a home, a car, sending kids to college, that came within reach for millions and advertisers knew what the American Dream look like. Looked like. These are ads from the business from the beer industry. I think it is important to remember that beer at ads have become so in the glass have become so in the quintess today, this is not just a workingclass thing. This is designed for people who did not drink, to drink beer. These people have come over for a night of playing games come on the left, sitting on the floor. And neighbors drop by, what makes this beer taste so good . They are having a garden party over here, they are drinking beer at the garden party. This is the freedom loving land of ours, beer belongs, enjoy. Bob has a new lawnmower, lets have a beer and go over and look at it. [laughter] mr. Deaton now that summer is here, lets have a glass of beer. On the right, they have come over to listen to new records on the hifi. They are just nicely dressed nicely, these folks are dinky beer drinking beer. And on the left, they have pulled the tv outside and to the guy in the front is ordering four of something, maybe hot dogs. This is a freedom loving land of ours and beer belongs. This is what the dream look like. Everybody is dressed and they are drinking beer. There are many architects of the dream, the men and women who created desires in a lapse of 50 years, the american century. Lets dig deeper and look at individuals. Americans are on the go as never before and it has caused big Car Companies and it started with general motors. This is leading to a richer life, you need a car and you needed from general motors. Look at all the nice new cars from 1951. It was written, if ever there was industrial might in those years, it was general motors, a company so powerful that to call a corporation seems inadequate. It would become the First Corporation in the history of mankind to gross 1 billion. Assets greater than argentina and revenue eight times higher than the state of new york. Sales totaledar over 69,000, that is across the country. By 1955, 10 years later, new ahold 8 million million car sales a year. They were big and really, with chrome and they were gas guzzling. The Automobile Industry changed the way that americans lived and is stimulated the economy care by 1950 economy. Americans had at least one car. You only have two cars, you can just imagine. Now, Alfred P Sloan was the ridetect of dms gms and essential to the vision was the model change, getting you to hate what you bought last year. Make car owners restless with what they own and eager for new products. You have a 1956, oh, boy. He was the prototype of all the men to come later in his rise at gm symbolized the managerial class in america. Sloane would change the way the cars were just a mode of transportation, which henry ford in vision, you do not need a horse anymore. Now it is a symbol of status, buyers want it faster and bigger and more expensive. Look at the cadillac, maybe this will be the year you finally get a cadillac. Maybe. The car was not a permanent possession, do not buy it and keep it, get rid of it and buy another next year. This is a benchmark on the journey to the top. Wealthy and successful people with a cadillac, the universal symbol of achievement. You feel inadequate without one. Ande was a man named earl sloan decided that people wanted automatic transmission, even a woman can drive it. Told you so. And high compression engines. Designer. Top he exerted influence over american style and taste in the 1950s and he began a new department, the art and Color Department was called and when he arrived, the engineers had been all about power. Earl focused on generator capacity, looking at all those diagrams, everything going on in the car, that changed with earl. His cars were like two things he admired, sharks and jet airplanes. Here he is with a saber. He says, my instincts says that a greyhound is more attractive than a bulldog. He wanted them to look like they were in motion, even when sitting still. He built the corvette. He has been called there he is he is the engineer of designer desire. Here is the firebird to ii. The downside, engineering took a backseat to design. The annual model change forced all of detroits big three to make cars less efficient and less attractive, just for the sake of change, from one year to the next. It was earl that coin to the catchphrase, dynamic selects, and would haunt the american carmakers by the 1970s. Car ownership was one half of the market dream, because of the freedom that is symbolized, and Home Ownership became the other. And here is the system that really showed exactly why you wanted to own a home. Look at the colors. Very vibrant, everybody is happy. This is june and ward cleaver coming into their new home. There is a child with a cowboy boot with cowboy boots on and everybody else looks like them. You want to own a home. As one writer put it, it made confident dads, perky mom, and good children. Ehouse brought the american a house by the American Family together at the moment where tv and cars began pulling it apart. Here is the man who brought techniques of mass production to the forward. Him and his brother started building houses in world war ii after winning a government contract. They made a go of it. They analyzed construction processes and broke it down scientifically, into 27 different steps. And they trained different teams to specialize in each step. They also stopped paying by the hour and a started paying by the peace and they became experts at it. After the war, they wanted to build houses for veterans. Then the linux family was born. He took out 1000 acres. His brother took one look and saw potato fields, bill lovett saw a giant selfcontained community. The typical prewar builder put up five houses a year, not bad. But these guys revolutionized the process through planning and control. The result was building houses for people, first veterans, who had never thought of themselves as middle class. X right there. He said this is capitalism in the largest sense. He says, the common man has too much to do. The first house was very simple, 4. 5 rooms for a young family, on a lot where the house only took about 12 of the lot. The kitchen was moved to the back so mom can get into the kitchen and see the kids. This sold for about 8,000, and 9,500d branch sold for and then you got a water and then you got a washing machine, as incentive. In 1929, their Office Opened in 1400 contracts were drawn in a single day. The hard part was not selling them, of course, but building them. Here they are, ready to go. Houses were not prefabricated, parts were built elsewhere and with power tools, just coming into use, they put them together on site. Trucks dropped off materials. Floors were asphalt, the walls were sheetrock, there was title tile and a group that did white painting and red painting. There was no down payment, no closing cost, no secret extras. The price was the price. By july 1948, they were building 180 houses a week, 36 a day. At the height, they were putting up a house every 16 minutes. There it is. In the first house, they built 17,000 houses for 82,000 people. There was one swimming full for for everysand pool thousand houses, there was a church built. One man had created an entire community, there is. If you go into any Metropolitan Airport today, you will fly over many that look just like that, and almost anyplace. Men got into cars to go to work in new york city and return home every night. But for those who feared the new mass culture, who did not like what they saw, these houses symbolize everything about math American Culture that they came to hate. The invasion of the body snatchers had taken upon the horrors of suburbia and how people had lost individuality at the point where they were taken over by alien pods and nobody knew the difference. The move to suburbia was on. In 1950, continuing for the next 30 years, the nations top 25 25 cities,lost 18 of them lost population. 3 of the nations growth everything that went with it. By 1970, more people were living in the suburbs than the cities. This changed american society. People were connected to extended families, the suburbs separated people from the workplace, leaving them isolated. This became a white enclave, leaving inner cities increasingly black and poor. Two saw all of this going on and they recognize that this was changing everything. Mauricemes, dates and mcdonald, they had failed almost everything they had done. Look at them. They were among the first to understand that the fundamental changes taking place in society that affected americans, would also affect what they put in their mouth, how they ate. Mcdonalds opened a small drive in in 1940. After the war, mcdonalds understood that people were living further from work, commuting longer distances and had less time to do everything. They wanted to capitalize on the phenomenon of American Life accelerating, the nature of life accelerating, and the change in dinner. It opened in restaurant they opened a restaurant in order to focus on speed, lower prices and volume. Hops, theited car large menu that included hamburgers, barbecue, hot dogs and sandwiches. 80 of the sales they made were hamburgers so they focused on that. They got paper bags, paper wrappers come in no more dishwashers. They cut the menu from 29 items, 29, most of which you can probably see here. Hamburgers, cheeseburgers, coffee, shakes and fries. The shakes are very important. They chose the condiments, not the customers. They did not have a condiment station. Choices meant delay. They added milkshakes and fries. They used a machine to make patties smaller, this is about convenience and price and they were a huge success. Sales hit 100,000 a year by the mid1950s, that is a huge profit for in item that cost . 15. They were very happy with their success and saw the reason to expand or do anything about it. That fell to another pioneer, a things was selling the that made the shakes. There was one hamburger joint in california that kept buying them and at a rapid pace. In 1954, the sales man decided to drive out and see what was going on. There is the multimixer. The place was humming with business it was lunchtime. Mcdonalds was delighted to meet him, he was a legend, he was the multimixer. His name is ray kroc. Is this typical, he asked . How long does this go on . Right before they talk about expanding. And he thought about it and decided, it was really hamburgers. Mcdonalds had nonfranchises and were looking manfred nine franchises and were looking for somebody to manage them. Kroc was energetic and hardworking and he outwork everybody. He was asked later why he did not feel everything outright and put his name on it . Why did he keep the name . He said the mcdonalds sounded right. He did nothing of people would eat at a place called crocs. [laughter] mr. Deaton he found out that customers were families that came and ate. A family of four could you for less than three dollars. Soon advertising reflected the nature of the business, give mom a night off. The forerunner of the famous, you deserve a break today. Mcdonalds and the new suburbs were made for each other. In looking for new locations, they focus on people and school. They started slow with two franchises, including one in illinois. By 1960, there were over 200 with a plan to open 100 a year. By 1960, they were making an annual profit of 100,000 from their own stand and an additional from the franchises. And by then, the had fallen out with them. He about it they were lazy, content to focus on their own storage, watching store, watching him do all the work. He bought out the store. 2. 7 million to sell the name and company to crack. Kroc. There was longstanding tension. After he bought them out, he told a friend, i will get someplace. He made them change the name on their own restaurant and he opened a mcdonalds a block away. Now he succeeded beyond his dreams, i do not need to tell you. He opened tens of thousands of mcdonalds around the world, he never cared about money, he said that money becomes a nuisance. It,s a lot more fun chasing then getting it. We talked about individuals up to this point, men who made cars, houses, fast food, but perhaps the most innovative and revolutionary technology in those years, one of the most revolutionary things, was not a person but a piece of technology the television. To happiness. H it did. It had an immediate impact, the rate that radio never had. It changed everything about american entertainment, society, culture and yes, politics. People began to adapt habits to accommodate programs. They ate dinner earlier, products on tv did much better and everybody noticed. From the beginning, tv blurred the lines between reality and fantasy. Nobody captured that better than a 40yearold from jamestown, new york. Ball tooached lucille do a weekly sitcom and a legend was born. She was a visual comedian, with Perfect Timing and inexpressive face, wacky enough to elicit sympathy, most of the time, rather than irritation. She insisted that her real life cuban husband, play her real husband onto the, but cbs said no way. One executive put it making the red had committed the cuban ditch the cuban. Cbsremained adamant and it gave him. They said, nobody will think that you are married to a cuban bandleader, but she said, i am married to a cuban bandleader. It was a smash. Herof tv sets were watching and she beat everybody, redefining the nature of television, particularly the sitcom. It was popular among every demographic, tuning in to watch lucy. The show is so popular it completely changed, not just advertising, which exploded, but also cbs, was it built into the network, and the entire industry. Largest tv was the advertising medium in the world, thanks in large part to this woman. Television in a moment. Another phenomenon, when we still live with, was taken place in movie theaters. This was a youth rebellion, personified in this man marlon brando. It is hard to overestimate his influence on American Culture, if you turn on a tv right now and watch an ad, that will be aimed at a young person and it will bear somebody who is trying to be brando in some way. Begin with a young man from mississippi, we will talk about that in a minute, think of how many pop stars you have seen in campaigns who try to imitate this look. A veryched he cast long shadow. He was an original, a rebel rebelling not against physical hardship or harsh economic conditions, but against conventionality, conformity, boredom he looked bored. He represented a generation with everything. It was a social rebellion, rather than political, rooted in self obsession and look at me, i attitude. T with in it was toughness with vulnerability, wellbeing misunderstood. You can see the roots in the entire selfie generation right there, this was the future. Marlon brought the revolution to the screen and his music influencet whose would be on music, elvis presley. His coming was nothing less than the start of a revelation. Leonard bernstein called him the greatest cultural force in the 20th century. He changed everything, music, language, close clothes, a social revolution. John lennon said before elvis, there was nothing. Frank sinatra would probably disagree. But he was an accidental revolutionary, he did not have political interest. His music was a coming together of black and white cultures anyway that had never happened before. Music was secondary for elvis, what he did not want what he did want more than anything else was to be a movie star. He walked into a studio in 1954 in recorded a song, that is all right mama. I will play part of the song and i want you to think about everything you have ever heard and pretend that you are hearing this for the first time. That is all right to you that is all right, mama anyway you choose that is all right that is our right that is all right, now mama any way you choose mama, she did tell me poppa did tell me too that is all right mr. Deaton ok. He took the record to a desk jockey named Dewey Phillips who had a show. Young white kids listened to the station. The distracting play the record and it was such a hit that they played it over and over, kept playing it. On tv,ere appearances sending him into the stratosphere. He became a celebrity and a National Issue for parents. He signed a three movie deal with hollywood. His dream came true. The sound was number one in the country. Selling mores was than 75,000 worth of records a day. He did three shows for ed sullivan and his timing was perfect. He personified he was personified by bill haley as well. In 1956, there were 30 million teenagers with an income of 7 billion a year, an average of 11 a week, close to what the average family had earned after the bills 15 years earlier. The implications for the American Economy and youth and advertising were enormous and still are. Now for smart mad men, the real madison avenue was paying attention to all of this. Painted as you he was in advertising man and he changed the nature of advertising and politics. He introduced the tv spot. If there was a role model for don draper, at least professionally, that was rosser reeves. He headed in agency and he uniqueed idea of the selling proposition, that would convince customers to switch brands by explaining the differences between your product and others like it. We are going to explain. Here he is, you make the project interesting. These campaigns were primitive by todays standards, but they meant they made millions. He was a hit them over the head man, he thought that you are stupid. He decided early on of the most successful campaigns were the ones that held relentlessly to a single theme. Television advertising began with sponsors for programs. They paid the network to sponsor the program long after the beginning, the middle, then at the end. Reeves thought it was a waste of money. Far more effective was the spot, 306 he seconds. Tv was a powerful medium, less would be more. Hated andre the most most annoying commercials on tv. Lets watch one of them. Offices acrossrs the country, what doctors recommend for headache pain. Three out of four doctors recommend the ingredients in anderson nanacin. Tension puts nerves on edge. Aspirin has just one pain reliever. Only anacin has a special ingredient to relieve pain fast, to overcome the attention fast. Tengion fast. I feel great. No wonder, this is like a doctors chris gibson, a combination of ingredients. It brings fast relief without upsetting your stomach. Remember, aspirin only has one pain reliever. N for fast, incredibly fast relief. Mr. Deaton it is fast. [laughter] mr. Deaton you can imagine how many people that was staring out of the room, but the sales increased from 18 million to 50 million, because of that at. Ad. Went to 130s agency million in 1960. Ahe election between group of republicans approach reeves and asked him to come up with a slogan that would counter the democrats, you never had it so good. Reeves said you need a spot, not a slogan. Eisenhower ads that called, eisenhower answers america. Not the hero of the day was crazy about having to do television spots, but he did. Here is one. If i can find the mouse. You can tell that he is extremely comfortable in front of the camera and at ease. Eisenhower answers america. You know what things cost today, high prices are driving me crazy. Yes, my get after me about my cost of living. It is a reason that say it is time for a change, time to get back to in honest dollar in honest dollar. Mr. Deaton american politics and American Television were married together by a man who do not believe in overestimating the intelligence of its audience. Stevenson would have no part of it. He said, i will not package the presidency. There you go. The 1950s revolutionized madison avenue, radio advertising opened the doors, but it was nothing like television. Reeves called in the man eating tiger. A campaign that had done little on print could go through the roof on tv. Total9, madison avenues tv bills, it jumped in one year. Ad men made up the rules and with the most basic rule, show the product and show it in use. It was a salesmans dream. They let you in without asking. Reeves said it was like shooting fish in a barrel. The ad firm that saw the revenues quadrupled overnight, with the power of tv, the ad became more important than the product. If you remember the at, you would think melo is that about this what was would think, what was that about . The power of advertising can be seen right here. The industry was under fire during the 1950s. Philip morris introduced filter tip cigarettes, to add to your two ads here. Theseere widely seen, ones as a womans cigarette. These twos took chicago. Does this look like a womans figure it to you cigarette to you . It is the marlboro man, you get a lot to like. The marlboro man, in the beginning, was not just a cowboy. He has a tattoo, he is having a drink. The first ad ran in 1955, completely changing the market for filtered cigarettes. In quality of cigarettes there, but the difference between a hack and a creative man was being able to be direct. He had a shower, you workout, lets have a cigarette. Maybe you are talking a plant potting a plan, you can still smoke. Dream that emerged out of world war ii was not free war capitalism, this was something new. Capitalism driven by consumer shares of consumerism, not by what people needed, but what they needed to consume in order to keep up with neighbors and drive the gdp upward. This is the main difference between prewar america and the america of the mad men. People surging into the middle class where the target audience and they brought and they fought any way they could. Ordinary buyers had credit they had never enjoyed before. ,dvertisers had to exploit drawing a line between pleasure and guilt. What a crazy idea, to buy things you can only afford. You have earned it. Look at the delta ad, extra luxury, you can have champagne. It worked for cadillacs, you deserve a break today. Buy it on credit. This is the country learning to live with affluence. But before leaving television, i newsd note, that for the and the transformative effect it had on the country at large, this is hard to overestimate the role that tv played in the Civil Rights Movement. Everybody understood the power of images, like this one, broadcast to the middle class homes to change hearts and minds. It happened in birmingham with the bus boycott and in little rock in 1957, then again in birmingham. Years ofe the ears the end of jim crow. They forcefully sought full equality and the share of the economic affluence they had been denied. Martin luther king jr. Became one of the most dominant figures , taking leadership of the movement, boosted by television and its influence. Now, what happened in birmingham during the Civil Rights Era did not happen in georgia. We had our own mad men, visionaries and dreamers who turned Success Stories like cocacola, delta and others, into International Brands that became synonymous with economic power. , responsible for the banks that fathered synovus. In 1955, in the heart of the time we are talking about, two started in Insurance Company and columbus that became one of the most successful in the world. They make a family life Insurance Company. They were entrepreneurs that made georgia and atlanta the capital of the new south and created an environment where business could work with civil rights leaders to create a more powerful and peaceful transition to desegregation, which led atlanta to become the home of Major League Sports, Telecommunications Giants like turner, and home to other mad men. The vc bradley was part of the group that partnered to purchase cocacola for 25 million. Check ok over the company, and over the next 30 years made a soft drink that had not existed, into a musthave product. That consumers clamored for around the world, as fast food chains exploded across america in the postwar years, coke right there with them. They were a perfect match. He took of the company did height, expanding the global reach of power and advertising and marketing. It is the drink that refreshes. It still resonates today, because things go better with coke. Delta airlines, under the leadership of the ceo, seen as the transportation hub of postwar america in atlanta. He introduces the connecting flights in 1955, an industry standard, while the company entered the jet age in the 1950s with expanded routes and services. There is a madman. There he is talking on the phone. As the slogan went, delta is ready when you are. He was able to understand modern georgia without taking into account the enormous role that these men played by working to ensure that what happened in alabama and mississippi did not happen in georgia. Without them, there would not be 20 fortune 500 companies in georgia today. Americans were living, americansdelta ad were living in ways that you would have scarcely recognized earlier. Segregation was indeed by 1965, the Voting Rights act had passed. Television had revolutionized politics, and we did not even mention the president ial debates between kennedy and nixon, entertainment sports entertainment, sports, driving economic engine. People had a thirst for material things, that had hardly been imagined by 1945. Debt, something that they had feared above everything else, was now embraced by millions. By the mid1960s, a new and rebellious Youth Culture had arrived with a vengeance. It would culminate and later into the decades. Teenagers had their own purchasing power and music and it moved to a group that was politically powerful and threatened their parents generation in ways that were an thinkable in 1955 unthinkable in 1945. Nothing seemed out of reach. But the American Dream created optimism and expectations that became hard to achieve as postwar waned. By 1969, by the time of woodstock, the United States had reached the moon, but were in a war and more of people was on the horizon. Created then world would be redefined, tested, and for many it was still out of reach. But the freedom to exercise socially and politically, but in terms of buying and study, was in the culture and it was as proof, consider this, 1940 five half of americans did not own a telephone. Now there are more cell phones on earth than people. It is a product that virtually did not exist 30 years ago and now cannot live without it, cannot imagine our lives without it. It has filled a void that we never knew we had. One of the greatest technological achievements of this or any era, and what do we do with it . [laughter] mr. Deaton there it is. Look at that. Americas great hospira numerous owned the Company Great entrepreneurs owned a company only on a screen, it is not produce anything, you cannot go to a factory and a look at product, if the internet or service goes out, it ceases to exist. It provides a service, one we cannot live without. We downloaded it and use it to tell the world about our lives. We post pictures of ourselves and families, our lunch, to tell the world what we are doing every minute of the day, hoping that somebody out there, often strangers, like what we do. [laughter] mr. Deaton it is a narcissists dream. We successfully advertise ourselves, relatively and willingly, Opening Doors to our own private lives and thoughts for marketers and advertisers. We have become our own mad men, like reeves said, this is like shooting fish in a barrel. With television, our technology has brought us together. We willingly participate. Study the slide, look at these two videos carefully and ask yourself, how far have we really come . And in the end, who have been the real mad men all along . Thank you. [applause] we have the microphone set up for q and a and time for questions. Or if you want to make a comment. Take part in the program coming out is your opportunity program, now is your opportunity. [indiscernible] i see myself in the early 1920s, i saved had a wife and everything and i spent [laughter] i am not complaining. I enjoyed it very much. Mr. Deaton thank you. Question . If you go to the microphone, they will be able to hear you. I cannot help but notice that in the first picture you showed, you really have to assume that that family is rural and of course the family in the most current picture is clearly urban, can you talk about the shift in population from rural to urban areas during the 1960s . I know in both of my family, they came from a place, a role rural environment, but by the time the children were born they were in the city. Mr. Deaton you are right. My father was born in 1932 to a family of sharecroppers and he worked on a farm until the 1950s. He was married in 1954 and he and my mother moved to the city. By 1960, his father had moved into town and had taken a job as a Police Officer and that was typical in the years after world war ii, the mechanization of agriculture, things that did not make labor necessary anymore. And with the coming of the suburbs, you see, to the point that how many of us have really seen farm families anymore, most of them do not live there anymore. This first picture is typical of a family in the mainstream of American Life, but it is not dominant by brands the way it is now. These kids at the bottom, these are not agricultural, but they are wearing brands. This is a family into what makes america modern, the gadgets they are holding, they are disconnected from each other, even as they do something that the first family is doing. If the first family is a typical agricultural family from america, they have all worked hard mother is no conversation going on, this is a quiet time to come together. This is a scene that my father would know well. But as you can see in the bottom, with the gadgets i think you are right. This is the time, the end of an Agricultural Society that had dominated since the beginning. There is a new way of people working for somebody else, now there is the business of working in information driven society where things are not tangible anymore, you cannot touch them, you can do things with software, but you cannot pull it off the shelf and touch it. So that is the world we live in. , i am not or worse trying to make a sound like a bad thing. We have great technology, more powerful than computers that power the Apollo Mission to the moon, but we use it to take pictures of our lunch and share it with other people. [laughter] that is commentary, i am sorry. Other questions . Yes . Add thought it would details. I grew up in california and i went to high school in the 1950s. One day, as the bus was going into town, there was a billboard covered with question marks. That was strange. A week later, it changed. In the middle, it had . 15. The next week, it said, what today . 15 by today buy and then next week, and said, a hamburger at mcdonalds. Mr. Deaton and it worked. Did you get one . We were already buying them. [laughter] mr. Deaton good story. Yes maam . Thank you for being here. My students watch you every day and they really are excited that you are in town. Can you address how georgia Business Leaders helped jordan navigate georgia navigate the Civil Rights Movement without some of the negative things people saw on television in other places . Mr. Deaton i think they recognized what was at stake in georgia business and the future, what was playing out on television was bad for business. Georgia during the early 1960s, with alanleadership in atlanta, they had visions for what georgia could become and they were talking about the Major League Sports teams, football, baseball, basketball and hockey. E play out would not have been good for business or the sports, nfl, eventually baseball coming here. They wanted an environment where people could invest. Georgia could have easily gone down the road of mississippi or alabama and they did not. It was a coming together of Business Leaders that we saw here, people like woodruff who understood that we could not do that, no matter how people felt. The image that george projected i am not saying that civil rights the not carry out here, but it did pass through without most of the violent scenes we saw in places like birmingham and, selma. Vision of what georgia could be. Stake withat was at cocacola, with delta, struggling to make atlanta where it would become and how crucial that would be. So i think it was a coming together of a lot of things, the civil rights leadership in atlanta worked hard to cut off a lot of that. Eventually, the Business Leaders put a stop to what we saw. It was really a multilevel answer and i think that is the best i can do. Todd has put together a talk about the Business Leaders and i invited him to columbus to give that talk. It is one that folks need to hear now, is not too late for us to become alabama or mississippi, we need to be careful about where we are going and we need to signal to the world to those businesses we want to attract. More commentary, i am sorry. There are some good books written about it. Other questions . Can you talk about the impact of the g. I. Bill and kids going to college after world war ii . My dad was the first one in my family to graduate from college and he was on the g. I. Bill. Mr. Deaton you cannot overestimate the importance of the g. I. Bill and thank you for bringing it up. Of thesee millions that were important to the growth of society and the economy. In the years after the war, the g. I. Bill, again a visionary thing. After world war i, veterans came back and some of them looked to the government to help them get reestablished and they were brushed off. You may remember, from history in 1931, when the veterans marched on washington, they were met by Douglas Macarthur and the u. S. Army and dispersed. After one were to, that was not going to happen. The g. I. Bill was passed and it helped veterans attend college in record numbers and that was really beginning of people going to college you are never been to college, creating opportunities. Many of theou, professors who came to prominence in the 1960s had been educated on the g. I. Bill, and they were able to get going. These were people who went out and created jobs, businesses, ran businesses, it had an incredible impact. And it showed again the power, the power of what the government can do in a good way. I am recommending how important these in recognizing how important it was for these young men to come back into american society. Other questions . Comments . Ell, thank you for being here i cannot thank you enough for taking the time to come out here tonight. [applause] interested in American History tv, visit our website. You can see the Upcoming Schedule or watch a recent program. Lectures of history, wrote to the white house, and more. Ad to the white house, and more. How can we get people to Pay Attention to spending, so we can define things that are interesting, because the government is so large, and organization has to cut through the noise and other things going on. Members of Congress Talking about the things they are doing and trying to get people more involved and make a more personal, so they can understand the impact on them and families and grandchildren. , sunday night, thomas shaft talks about his organization and efforts to bring attention to wasteful federal spending. They also publish a book that compiles on authorized government programs. We work with a coalition of members of congress. They came up with us with the definition of what was called spending, eventually the term earmarks, and we went through the appropriations bills. The first year was about 3 billion and all the way up to 29 billion in 2006. Every year we can fin