Psychographic Data

What People Like in 1970s:

Music Dance & Club

*Disco:
The disco phenomenon started in New York's gay and black clubs, where pulsating dance music and flamboyant fashions were the rule.

A night at the disco was all about glamour. Girls whirled around the dance floor in their slinky disco dresses. Guys sported gold chains and their best polyester shirts. Everyone's hair was blow-dried to perfection.

In the 1970s, recreational drug use went hand-in-hand with the glamorous party lifestyle. In the back room, fashionable people were partaking of fashionable drugs like cocaine and quaaludes.

The decor was futuristic, with flashing colored lights, a twirling mirrored ball, a lighted dance floor, lots of chrome and maybe a fog machine.

If you found romance under that mirrored ball, your night was complete.

*Keyholder Clubs

Keyholder clubs were members-only nightclubs for businessmen. The two biggest chains in the 70's were the Gaslight Clubs and the Playboy Clubs.

Do-It-Yourself Crafts

*latch-hook rugs
*macrame
*embroidery
*crochet
*string art
*sand art
*God's Eyes
*pop-top fashions
*ceramics
*quilling (coiled paper)
*candle-making
*decoupage

Simple Note: many of those might reflected on fashion

Travel:

Camping

When it was time for the family vacation, we piled into our RV's, pop-up campers, and silver Airstream trailers. Staying at KOA Kampgrounds was an economical alternative to hotels.

Simple Note: show a free and casual feeling that might reflect on fashion, also, camping functional and camping style may in vogue.

Vacation deals (round-trip from Chicago)
*8 Days In Hawaii: includes round-trip airfare, hotel accomodations, hula show, tours, all taxes & tips, and more! $319/person

*Jamaica Honeymoon: airfare, 7 nights at the Hilton, cocktail parties, transfers. $285/person

Simple Note: this vocation deals might show a popular purchase way and attitude 1970s: one deal contain everything, easy and convenience

Travelers to and from the United State 1970 to 1979

Travel to Foreign Countries

(Click link blow to get bigger and clearer picture)

http://i422.photobucket.com/albums/pp304/longkui_yanluo/travel2.jpg

Workout
*Jogging
*Yoga

Popular Christmas Gifts In The 1970s (and some typical prices, too!)

*stereo with turntable & 8-track player ($199.95)
*AM radio mounted in headphones ($14.95)
*Big Wheel
*lava lamp ($45.00)
*K-tel record albums
*25-function calculator ($49.95)
*CB radio ($89.95)
*Inchworm riding toy
*Bionic Man action figure ($6.66)
*mood ring
*Pitchback Baseball
*Baby Thataway ($8.88)
*ten-speed bike ($99.50)
*Richard Nixon "I Am Not A Crook" watch
*Evel Knievel stunt cycle ($9.96)
*Star Wars action figures
*Pong
*terrariums
*food kits (make your own wine, cheese, yogurt, jelly, bread)
*geodes & geode display stands
*ecology kits (little boxes to fill with dried beans & flowers)
*hair styling heads
*craft kits (bottle-cutting, decoupage, candle-making)

*for men: tie pins that look like pull-tabs from beer cans


Popular Films
Grease
Saturday Night Fever
Close Encounters of the Third Kind
National Lampoon's Animal House
Jaws 2
Heaven Can Wait
Star Wars Episode IV: A New Hope
Revenge of the Pink Panther
The Deer Hunter

Popular Musicians
Bee Gees with " Night Fever and Stayin Alive "
Paul McCartney and Wings
John Travolta and Olivia Newton-John
Rolling Stones
Commodores with " Three Times a Lady "
Boomtown Rats
What do you remember ? was this the year you graduated ?, what music was being played the year you were born?

Popular TV Programmes
Happy Days
Little House on the Prairie
The Rockford Files
Good Morning America
Jim'll Fix It (UK)
Saturday Night Live
Wheel of Fortune
Charlie's Angels
Quincy, M.E.
The Muppet Show
CHiPs
The Love Boat
Three's Company



Life Style in 1970s:

Relationships
*Gays & lesbians began coming out of the closet

*Between 1970 and 1977, the number of unmarried couples living together nearly doubled. While this was a huge increase, it still accounted for less than one percent of all American households.

*Young people were finding partners at singles bars, singles clubs and through computer dating services.

*The grooviest married couples were swingers. At wife-swapping parties, your bed partner for the night was determined by dumping everyone's car keys into a large bowl and drawing them at random.

*Before AIDS, herpes was the biggest health threat facing sexually-active couples. There was (and still is) no cure for this disease. Like they say, "The only difference between love and herpes is that herpes lasts forever."


Shopping:

Where people prefer to went to shopping:

*Indoor Mall
After World War II, the growth of the suburbs created a new type of shopping experience. Large regional shopping centers began to increase in number during the late 40's, and the first modern enclosed mall opened in 1956. In the 70's, the indoor malls became more common.

*"Home" Shopping
So you think Home Shopping is strictly a modern convenience, do you? Well, we had home shopping in the 1970s, too! It was called ordering from a catalog!

Work Style & Trend
Job dissatisfaction in the 1970s was higher than ever before, and this resulted in reduced production, high job turnover, increased absenteeism and frequent labor strikes. Several new strategies were introduced to reverse this trend, most of which have become common in today's workplace.

They include:
*Flex time: flexible starting and quitting times
*Compressed workweeks: squeezing a 40-hour week into three or four longer days
*Teams: Reducing the drudgery and repetition of assembly line work

Hippie

Individualism and self-expression was important for people during the 1970s, no matter how much or how little money a person made. The largest difference between the types of individualism and self-expression in this era was most likely due to both class and taste. For instance, there were two different groups of hippies that emerged during this decade. As a result, these could be labeled very generally as the “Anything Goes” hippie fashion group and the designer hippie fashion group.

Punk

The origins of Punk in the mid-1970s lay in the realities of disaffected working-class urban youth with little hope of employment, housing, and a meaningful future. Its visual expression in clothing, as cultural sociologist Dick Hebdige remarked at the time, was ‘the sartorial equivalent of swearwords’ and was opposed to conventional fashion, with bondage trousers and ripped clothing, often made from unconventional materials such as fake leopard skin or plastic binliners. Hairstyles were unnatural, dyed, and often spiked, with personal decoration in the form of safety pins, body piercing, and dangling chains, heavy high-laced Doc Marten's boots, all of which were associated with forms of social ‘deviancy’.

Punk ideology is concerned with the individual's intrinsic right to freedom, and a less restricted lifestyle. Punk ethics espouse the role of personal choice in the development of, and pursuit of, greater freedom. Common punk ethics include a radical rejection of conformity, the DIY (Do It Yourself) ethic, direct action for political change, and not selling out to mainstream interests for personal gain.

Celebrities’ attitude and lifestyle:

Popular Icon in 1970s:

Joyce Brothers:

America's most recognizable pop psychologist, columnist, author, lecturer, business consultant, and radio personality; Dr. Joyce Brothers has created a fun side-career making cameo appearances in feature films and television shows. She has been doing this since 1972.In the 1970s Brothers spoke against sexist bias, citing the need to change textbooks because children quickly pick up sexist attitudes from them. She noted that non-sexist cultures tend to be less war-like because the man does not have to prove that he is big and strong and needs to protect the weaker woman. She called for children to learn that it is fine to be either male or female, thereby developing more positive attitudes about themselves.

Simple Note: Kind of retaliated to the popular of pants, jeans, unisex style in 1970s

Andy Warhol:

American pop artist Andy Warhol became a pop icon himself, symbolizing the wild decadence of the "beautiful people" of the 1970s. Warhol began making strange and lengthy experimental films during the early '60s. Many of Warhol's films were centered on sex and death, and the sex in his films was often explicit and transcended traditional gender boundaries.

Simple Note: This icon also did something to challenge the gender boundaries, may be its also could cause the popular of pants and jeans, unisex style in 1970s

Bianca Jagger:

Bianca Jagger was the first wife of Rolling Stones star Mick Jagger. The couple was married in 1971 and Bianca became a prominent jet-set celebrity of the 1970s, known particularly as a chum of artist Andy Warhol and a frequent patron of the Manhattan nightclub Studio 54. She and Jagger divorced in 1979, In early 1979, Jagger visited Nicaragua with an International Red Cross delegation and was shocked by the brutality and oppression that the Somoza regime carried out there. This persuaded her to commit herself to the issues of justice and human rights.

Simple Note: Justice, human right, and international view, these might cause something in fashion trend

References:

http://www.thepeoplehistory.com/1970s.html
http://www.census.gov/
http://www.google.com/