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  1. 2. Nostalgia a wistful desire to return in thought or in fact to a former time in one's life, to one's home or homeland, or to one's family and friends; a sentimental yearning for the happiness of a former place or time: a nostalgia for his college days.
  2. 3. President Ronald Reagan 1980-1988
  3. 4. <ul><li>In the United States, the Presidency of Ronald Reagan spanned almost the entire decade, leading the decade to be referred to as &quot;The Reagan Years&quot;. The Eighties are often called the &quot;Decade of Decadence&quot; or the &quot;Big Eighties&quot; because of the obsession with wealth and materialistic pursuits such as designer clothes and fancy cars. As women were beginning to enter the executive workforce, the 1980s saw the rise of the &quot;power suit&quot; for women, with shoulder pads and a long skirt. The power suit was often complemented with a big permed and hairsprayed hairstyle and large dangling earrings. </li></ul><ul><li>The invention of the disposable safety razor and maillot bikini line led to a fashion for shaved pubic area with hair sculpted into many of the various styles we know today. </li></ul>
  4. 5. <ul><li>The 1980s-era focus on wealth and materialism is shown in movies like American Psycho and Wall Street that focus on the yuppie lifestyles of the 1980s. Globalization had its origins in this decade as many Japanese automobile manufacturers built factories in the US. Video game consoles underwent great advances in graphics and game play with the release of the ColecoVision and Mattel Intellivision consoles. Home video gaming became a phenomenon of the early 1980s with many substandard games being released to cash in on what was then regarded as a passing fad. The flood of games on the market led to the North American video game crash of 1983 , which caused many U.S. manufacturers to exit the field. After a few years, the Nintendo Entertainment System and Sega Master System were released leading to a renaissance of gaming and its establishment as a mainstream entertainment activity among both children and adults. In recent years, Eighties nostalgia has been growing among some video game fans, leading to the creation of the magazine Retro Gamer , and high prices for 1980s video games on eBay . </li></ul>
  5. 7. <ul><li>As well, the 2000s-era hipster subculture has fetishized some 1980s clothing and musical styles, ranging from legwarmers to early 1980s Soft Cell -style synthpop . Action movies were popular during the decade, with films such as The Terminator , Predator , Die Hard , First Blood , Commando and Top Gun giving their leading men Bruce Willis , Arnold Schwarzenegger , Sylvester Stallone and Tom Cruise to be known as 80s action stars and some spawning a string of sequels. The Star Wars Saga , originated in 1977's Star Wars , continued with episodes 5 and 6 The Empire Strikes Back and Return of the Jedi . Although no films were released after 1983, the franchise's toy line, airings on cable TV and media reports on a possible second trilogy kept it very much in the public's consciousness. </li></ul>
  6. 8. <ul><li>On television, family sitcoms were wildly popular during the 80s, beginning with The Cosby Show in 1984 and continuing on with Growing Pains , Family Ties , Who's the Boss , Charles in Charge and Kate & Allie . Toward the latter part of the decade &quot;anti-family&quot; shows like Married... with Children , Roseanne and The Simpsons became popular, as they were perceived to depict a more realistic aspect of family life rather than the rose-tinted view of the earlier shows, where all problems could be solved in 30 minutes. The Oprah Winfrey Show debuted in 1986, beginning a new era of afternoon talk shows targeted toward women. Toward the end of the 1980s, The Morton Downey Jr. Show initiated the era of Trash TV . Cable television grew explosively during the 1980s. There were 28 cable networks in 1980; this number had grown to 79 by 1989. Subscriber numbers grew during the decade from 16 million to 54 million. [1] The convergence of children's entertainment and marketing that began in the late 1970s with Star Wars continued on to TV with the Masters of the Universe series, which was the first children's TV series entirely based around a toy line. </li></ul>
  7. 10. 80’s Slang <ul><li>Airhead - A stupid or unaware person; moron, dim-wit. Origin: term implies that there is nothing but air in the subject's head. (&quot;He's confused again. What an airhead!&quot;)  Unrenounced to popular belief, Valley Girls did not invent this word.  It was used to describe them. </li></ul>
  8. 11. <ul><li>bad to the bone - The group George Thorogood & the Destroyers had a hit in the early 80's that had started this quote.  The movie Fast Times At Ridgmont High was bad to the bone!  </li></ul><ul><li>very good, excellent; Cool, Awesome. </li></ul>80’s Slang
  9. 12. <ul><li>Bogus - Unfair or unfortunate.  Having one night to do a term paper is so bogus! </li></ul>80’s Slang
  10. 13. <ul><li>boy toy - A word to describe a cute guy used as a toy for older woman.  Madonna invented this one with her &quot;Boy Toy&quot; belt on her 1984 Like a Virgin album. </li></ul>80’s Slang
  11. 14. <ul><li>butt ugly - Unattractive to the sight. </li></ul><ul><li>Cheesy - In poor taste; lame, corny. The gift I received was really cheesy.   </li></ul><ul><li>Dweeb - Geek, nerd.  Someone who is not &quot;in&quot;. </li></ul><ul><li>Fresh- Cool, new.  Duran Duran's new album is so fresh! </li></ul><ul><li>gag me with a spoon - A typical Valley Girl response to something you dislike.  Not meant to be taken literally. </li></ul><ul><li>Schmooze - To kiss up to someone.  Yuppies schmoozed their way to the top of their field. </li></ul><ul><li>Spazzing - Overly excited.  An exaggeration of being excited. </li></ul><ul><li>Stoked - To be ready to do something. </li></ul>80’s Slang
  12. 15. Advertiser's Acronyms <ul><li>Advertisers gave a whole range of acronyms to groups of consumers in the 1980s. Looking at these acronyms does help to understand how advertisers identified recognizable groups in society in the consumer driven world of marketing 1980s fashion. </li></ul><ul><li>A typical acronym was DINKY which described an increasing section of society, the couples not necessarily married, but who were 'Double Income No Kids Yet.' The Dinky was the type of consumer that might be targeted for spending on fashion and status symbols like perfume, label goods and stylish kitchen items that might never be used. The couple could even encourage each other in achieving their lifestyle of aspiration. Other labels advertisers favored include Empty Nesters, Grey Panthers, Ladettes and Tweenies.  The guppies term has since been hijacked by other groups. </li></ul>
  13. 16. Acronym Table for 1980s Fashion and Marketing Terms Couples Whose Children Are Grown Up And Away  Empty Nesters Senior Citizens With Opinion Grey Panthers Young Women Who Act Like Loutish Lads Ladettes Between 5 And 12 Years Old Tweenie East Docklands London Yuppie Dockney Ethical Urban Quaker With Anti And Pro Views Drabbie Stripped Pine Laura Ashley People Splappie D.I.Y Decorators Who Drag Stipple and Marble Deccie Greying Leisured Affluent Middle Aged Glams Jet Setting Oldsters With Lots Of Loot Jollies Well Off Older People Woopie Burnt Out But Opulent Bobo Greenpeace Yuppies (The original meaning of the term) Guppies Single Woman Earning Lots Of Loot (Miss Yuppie) Swell Porsche Owning Urban Professional Poupie Middle Income No kids Minkie Single Income No kids Sinkies Double Income No Kids Dinkies Young Urban Mother Yummies Young Urban Professionals Yuppies
  14. 17. Yuppies <ul><li>Yuppie was a 1980s acronym for 'Young Upwardly Mobile Professional Person'. The word was coined by the advertising industry to capture the essence of a particular type of work hard, play hard, ambitious minded city career person of either sex. The hectic lifestyle of a yuppie meant that after long hours of work, rare free time was spent in a self indulgent way frittering away the cash earned on anything, from expensive make up and perfume, to a bottle of fine champagne. Conspicuous wastage was part of the attitude. </li></ul><ul><li>For the day Yuppies sported wide shouldered jackets and for weekends they wore a Barbour to effect a country aesthetic or a ball-gown to assume the appearance of a more advantaged lifestyle. </li></ul>
  15. 18. Video Games <ul><li>In the early 1980s, the first generation of computer graphics in arcade games produced the popular Space Invaders arcade game (first released in 1978), followed by Pac-Man , Donkey Kong , and Frogger . Towards the end of the decade, home video game consoles began to outstrip the arcade game . The Japanese Famicom was released to the white public as the Nintendo Entertainment System (also known as the NES) in 1985 and renewed public interest in video games following a brief decline caused by the Video Game Crash of 1983 . </li></ul>
  16. 19. <ul><li>Frogger </li></ul>Pac-man Donkey Kong
  17. 20. Computers <ul><li>Computer technology began to enter mainstream culture and appeared in movies such as Tron (1982) and WarGames (1983), using then-state of the art CGI special effects that would go on to have a major impact on movie making. </li></ul>
  18. 21. Toys <ul><li>Rubik's Cube , Cabbage Patch Kids , &quot; Baby on Board &quot; signs, Teddy Ruxpin , and Trivial Pursuit fads captured the interest of the American and British public. </li></ul>
  19. 22. Cartoons <ul><li>Many cartoon characters such as Smurfs , Rainbow Brite , Strawberry Shortcake , Care Bears , My Little Pony , GI Joe , Garfield , He-Man and the Masters of the Universe , Thundercats , Voltron , and Transformers appeared in the media and on merchandise, becoming huge trends of the 1980s. Many of these reappeared about twenty years later in slightly updated versions as decade nostalgia began to take hold. </li></ul>
  20. 24. Martial Arts <ul><li>Martial arts and Ninja mania swept North America due to the popularity of and ninja movies. The Karate Kid became a blockbuster hit film, and raised interest in karate . The emergence of self-styled martial arts experts gave rise to the so-called &quot; McDojo &quot; and &quot; Bullshido &quot; trends. The cartoon characters Teenage Mutant Ninja Turtles became a widely mass-marketed pop culture phenomenon in the late 1980s. </li></ul><ul><li>McDojo - describe a martial arts school where image or profit is of a higher importance than technical standards </li></ul>
  21. 26. Clothes <ul><li>&quot;Raybans&quot; or sunglasses became popular &quot;must-wear&quot; items, as well as Nike sneakers , Members Only jackets, men's shorts and other athletic wear such as sweats and jerseys for an active generation of young people. </li></ul>
  22. 27. Sweats Members Only Jacket Raybans
  23. 28. Aerobics <ul><li>Aerobics surged in popularity. The fad reached across exercise videos, fashion, and music trends as seen in Olivia Newton-John 's music video (Let's Get) Physical , the 1983 movie Flashdance that inspired legwarmers as a fashion trend, and the popular Jane Fonda workout videos. </li></ul>
  24. 29. Jane Fonda Workout Video Legwarmers
  25. 30. Health <ul><li>Americans became more health-conscious and sought a lighter diet, with &quot;Lose weight&quot;, &quot;Low-Cal&quot;, &quot;Low-Salt&quot;, &quot;Sugar-free&quot;, &quot;No cholesterol&quot; and other phrases becoming common buzzwords for modified foods and beverages. Fad diets became popular. </li></ul><ul><li>Jenny Craig, Nutrisystem, Atkins, Weightwatchers </li></ul>
  26. 31. Nutrisystem Diet
  27. 32. I Want My MTV! <ul><li>MTV , an all-music television station, debuted in the United States in 1981 . </li></ul>
  28. 33. One hit wonder <ul><li>A one-hit wonder is a music industry term to describe an artist generally known for only one hit single . </li></ul>Soft Cell - &quot; Tainted Love &quot; (1982) Dexys Midnight Runners - &quot; Come On Eileen &quot; (1982) Toni Basil - &quot; Mickey &quot; (1982) a-ha - &quot; Take On Me &quot; (1985) Nena - &quot; 99 Luftballons &quot; (1984)
  29. 34. Rap Music <ul><li>Rap music began to break into the mainstream, resulting in a string of breakdancing movies such as Beat Street , Breakin ' , and Breakin ' 2: Electric Boogaloo . Boom boxes became widespread among inner city music listeners and especially breakdancers, for which the device became a vital element to the ritual. &quot;Breakdance battles&quot; were a more peaceful alternative to gang fights and became popular in music videos. </li></ul>
  30. 35. The &quot;ghetto blaster.&quot; The portable radio, with two speakers as a minimum, the heavier and the bigger, the better.
  31. 36. Australian Influence <ul><li>Australian pop culture introduced new trends in the U.S. throughout the 1980s to enhance the continent's cultural image. Examples include celebrities Olivia Newton-John , Jacko and Yahoo Serious , musicians INXS , Midnight Oil and Men at Work , the Crocodile Dundee and Mad Max movies, the shoe brand and Koala Blue chain within the fashion segment, and tastes such as &quot;shrimp on the barbie&quot; and Foster's Lager . </li></ul>
  32. 38. Spanish <ul><li>In the U.S., Spanish-language television and radio stations built two major networks ( Univision — 1985 and Telemundo — 1986) to carry shows and music for the U.S. Latino audience, believed at the time to have been left out of the mainstream media. </li></ul>
  33. 39. De Lorean <ul><li>The De Lorean debuted in 1981, and was produced for three years before the company declared bankruptcy in 1983. The car was later popularized in the 1985 film Back to the Future . </li></ul>
  34. 40. Sports <ul><li>Sport became more international in the 1980s as satellite television grew, with many sporting events reaching more countries than before. Examples include the first live broadcasts of the Super Bowl in the United Kingdom . </li></ul><ul><li>In 1980, the US Olympic hockey team defeated the Soviet Union 4 to 3, bolstering many U.S. citizens' feelings of national pride in what was termed a Miracle On Ice . </li></ul><ul><li>In this decade, the West Indies established themselves as the unofficial world champions of cricket, though in a shock upset, they lost the 1983 Cricket World Cup to India . This victory is cited as the reason cricket is almost a religion in India. </li></ul>
  35. 42. Clothing Fashion <ul><li>1980s fashion incorporated distinct trends from different eras, including ancient Egypt , early 20th century British royalty, Edwardian era buccaneers , and punk rockers from the 1970s . A conservative, masculine fashion look that was most indicative of the decade was the wide use of shoulder pads (similar to those worn by women in the 1940s and to those worn in ice hockey ). While in the 1970s the silhouette of fashion tended to be characterized by close-fitting clothes on top with wider looser clothes on bottom, this trend completely reversed itself in the early 1980s as both men and women began to wear loose shirts (tucked in) and tight close fitting pants. One variation of this trend was to wear loose-fitting long-sleeve shirts or sweaters with the sleeves scrunched up to the elbows). Men wore power suits, an example of the greater tendency for people to display their wealth. Brand names became increasingly important in this decade, making Ralph Lauren and Calvin Klein household names. </li></ul>
  36. 43. Hair <ul><li>Hairstyles are also well known from the decade. Big, messy hairstyles, similar to those worn by women in the 1940s, made popular with the introduction of glam metal , became all the rage throughout the entire decade. Shorter hairstyles also became more common for women. Colourful hair colours (made popular by singer Cyndi Lauper ), were also used widely during the era. The eighties also made popular the well known mullet haircut for both men and women and the jerry curl , a wet curly hair style that was very popular in the African American community. The eighties also saw an interest in bright and colourful makeup as well as makeup used on men (as used by poodle rock bands of the era). The decade also saw the introduction and initial popularity of hair crimping . </li></ul>
  37. 44. 5 O’clock shadow
  38. 45. Fashion <ul><li>In the United States, Madonna was known as the &quot;Material Girl&quot; and many teenage girls, sometimes referred to as &quot; Madonna wannabes &quot;, looked to her for fashion statements. The popular movie Flashdance (1983) made ripped sweatshirts well-known to the general public. The television shows Dallas and Dynasty also had a similar impact. The television show Miami Vice influenced a whole generation of men by popularizing, if not actually inventing, the &quot; T-shirt under Armani jacket&quot;-style. The Crockett character played by Don Johnson also boosted Ray Ban's popularity by wearing a pair of Ray-Ban Wayfarers (Model L2052, Mock Tortoise). Crockett's perpetually unshaven appearance also sparked a minor fashion trend, inspiring men to wear a small amount of beard stubble, also known as five o'clock shadow or &quot;designer stubble&quot;, at all times. The show's costume designer Gianni Versace provided the fashion sense. Pastel colors dominated the series in clothes. People were also known to wear acid-washed jeans and jackets. </li></ul>
  39. 46. More 80’s Slang <ul><li>Wicked - Another word for good, radical or bad.   See radical and bad.  &quot;She is wicked nice.“ </li></ul><ul><li>Wannabe - A person who would like to be like someone else. Usually a pop star or a person in the public eye.  There were lots of Madonna wannabe's in the mid-80s. </li></ul><ul><li>Veg - Term used to describe chilling out or taking it easy.  Derived from the word vegetable or someone who is paralyzed.  A couch potato would be a veg.   See also couch potato. </li></ul><ul><li>Valley Girl/Val - Airheaded, spoiled girls in California's San Fernando Valley. Later, valley girl talk or valspeak inhabited the 80s across America.  A Valley Girl would of said something like: &quot;That stud is like, omygod, so rad!&quot; </li></ul>
  40. 47. Letter from the 1986 <ul><li>Wow, 2006! It's hard to think that far in the future. I can't believe that I, a totally cool teenager, am writing a letter to a totally uncool person in his thirties. And I'm that person! That's weirder than Back to the Future , which is THE BEST MOVIE EVER. </li></ul><ul><li>So what should I write about? What are my hopes for 2006? Let's see ... </li></ul><ul><li>Well, I guess there will be flying cars by then, just like that DeLorean in Back to the Future . I'd want one that flies wicked fast and has a boss stereo. I'll probably be rocking out to Billy Idol, because I KNOW he'll still be around. Not like Madonna, who's doing her Virgin Tour right now. In 20 years, she'll be long forgotten. Kind of like that group Wham! – although I bet that dude George Michael gets all the chicks . </li></ul><ul><li>I hope I'll have a good job, maybe something totally stoked like working with some of those new high-tech computers, the ones that have those modem things. I want to make lots of money so I can buy stuff. Like right now, those new Air Jordans are 40 bucks, and there's no way I could get that money. Those new compact discs are also so way out of my price range. But whatever . </li></ul><ul><li>Maybe I'll be a pro athlete when I read this. That would be TOTALLY RAD . The average baseball salary is like more than $300,000 a year. I just hope that if I can be a pro athlete, I make it before the salaries start going down. Everybody says it's going to happen. </li></ul><ul><li>I think that pretty much takes care of this assignment for ninth-grade English. The teacher told me to talk about my hopes and my dreams, but I think a better subject would be to write about how &quot;new Coke&quot; was such a dumb idea. I mean, duh! Or maybe I could write about how I hate hearing that &quot;Who you gonna call: Ghostbusters!&quot; song ALL THE TIME. I just hope they're not using that song in 20 years for, like, car commercials or something. </li></ul><ul><li>That's it. The teacher won't see my letter because I'm supposed to seal it up for 20 years from now, so I'll say this: </li></ul><ul><li>This was a really bogus assignment. I just hope that I won't have to do any more writing like this. I mean, think about it. It's not like learning all this writing stuff is going to be that important when I get older. </li></ul>
  41. 48. The Perfect Suit for the Corporate Ladder <ul><li>The aim of female devotees was to rise the corporate ladder. John Molloy promoted the idea that the simple tailored wool suit in neutral navy or slate blue grey, worn with non sexual blouses, imitated uniform of rank, which by design was authoritative. </li></ul><ul><li>From research he did with specific social groupings, he maintained that inferiors and clients accepted the word of a female dressed in a suit with better grace than if she were wearing a fashion outfit in an exotic fashion color that highlighted her sexual allure. In other words sober dressing enabled a women to be taken seriously like a suited man might be and helped her shine in the workplace enough to get promotion rapidly. This led to the concept of power dressing and its influence on all forms of fashion when the shoulder pad dominated every female top garment, from power suits to knitwear, to T-shirts to bed attire. </li></ul>
  42. 49. The Economy Boom <ul><li>In the 1980s, fashion was influenced by the western economic boom. Youth culture stopped hogging the scene as the teenage market lost impetus. The dominant market was getting older and was also financially secure. Demographics changed the face of society. People were living longer and seemed to act younger at the same time. Old industries died, while new technologies developed and boomed. </li></ul><ul><li>Ronald Reagan and his wife Nancy Reagan in the USA celebrated presidential success with a style that used fashionable conspicuous clothes and social events to display the affluence of American society to a world audience. </li></ul>
  43. 50. The Economy Boom <ul><li>The world was in flux; ever changing. The USSR relaxed rules and opened up to private enterprise. The Berlin wall came down and other eastern bloc countries craved western clothes and liberation. </li></ul><ul><li>In Britain Thatcherism promoted privatization and the idea that greed was good was given credence. Temples to modern living, shopping malls sprang up throughout Britain. Western society consumed and consumed. </li></ul><ul><li>Right - Margaret Thatcher in her power suits.  Fashion history records the power suit and dressing for success as the symbol of the 1980s.  The best know icons of 1980s fashion for power dressing were Mrs Thatcher and The Princess of Wales, Diana. </li></ul>
  44. 51. <ul><li>Designer labels and branding gained impetus.  Brand names became status symbols for sports gear and sportswear, perfumes, electrical equipment, cars and fashion designer goods such as clothing, bags, luggage, scarves and spectacles. </li></ul><ul><li>The appearance of affluence was reinforced by access to designer label goods. </li></ul><ul><li>By the mid-eighties tills rang not with cash, but the increasing use of credit cards. It was all such a relief to the consumer to be able to spend and actively be encouraged to consume after years of recession. Clothing purchases soared. Interiors were decorated. Showing wealth was superficially powerful. </li></ul>