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Before 1930, the domestic market for electrical appliances was segmented, but New Deal policies and programs created a true mass market, reshaping the electrical and housing markets and guiding them toward mandated social goals. The New Deal identified electrical refrigeration as a key technology to reform domestic labor, raise family health, and build family assets. New Deal incentives led to nearly fifty percent of Title I National Housing Act loans being used to buy electric refrigerators in the 1930s. New Deal policies ultimately created the mass commodity culture of home-owning families that typified the conservative 1950s. This title is part of UC Press's Voices Revived program, which commemorates University of California Press’s mission to seek out and cultivate the brightest minds and give them voice, reach, and impact. Drawing on a backlist dating to 1893, Voices Revived makes high-quality, peer-reviewed scholarship accessible once again using print-on-demand technology. This title was originally published in 1996.
Dave Ross (1871-1943) and George Ade (1866-1944) were trustees, distinguished alumni and benefactors of Purdue University. Their friendship began in 1922 and led to their giving land and money for the 1924 construction of Ross-Ade Stadium, now a 70,000 seat athletic landmark on the West Lafayette campus. Their life stories date to 1883 Purdue and involve their separate student experiences and eventual fame. Their lives crossed paths with U.S. First Lady Eleanor Roosevelt, Henry Ford, Amelia Earhart, and Will Rogers among others. Gifts or ideas from Ross or Ade led to creation of the Purdue Research Foundation, Purdue Airport, Ross Hills Park, and Ross Engineering Camp. They helped Purdue Theater, the Harlequin Club and more. Ade, renowned author and playwright, did butt heads with Purdue administrators at times long ago, but remains a revered figure. Ross's ingenious mechanical inventions of gears still steer millions of motorized vehicles, boats, tractors, even golf carts the world over.