Date: November 7, 1999

Grade Level(s): 7, 8

Subject(s):

• Social Studies/US History

Description: The Sears catalog revolutionized frontier life. In many homes on the farm, there were two books: the Bible, and Mr. Sears' Catalog. Students examine turn of the century catalogs to gain insight into the lives of a bygone generation and gain appreciation for the rise of the business of satisfying needs and wants through the mail.

Goals: Students gain insight into the revolutionary effect the Sears catalog and mail-order sales had on frontier American lives. Students explore the dramatic changes that paved the way for today's internet commerce.

Objectives: Students will:

1. design an antique catalog entry for a contemporary product of their choosing.
2. journal a description of an American frontier home, derived from the perspective of a child their age who has received the catalog item in the mail.

• Sears catalogs (the older the better?)
• Videotape: "Mr. Sears Catalog" PBS: The American Experience series, 1991
• Art materials

Day one:

Introduce the students to the Sears catalogs. Provide insight into the revolutionary Sears catalog by watching the videotape. Discuss the economic importance of the catalog in frontier life. Model a critical assessment of a specific catalog entry. Note the marketing description, the price, the size of the ad, the guarantees, the layout, and the form and function of the item. Each pair of students selects a catalog to research an item as a homework assignment. The catalog provides a model for their assignment. Instruct them that they are to produce a similarly scripted advertisement for a contemporary product of their group's choosing.

Day two:

Hand out art materials. Instruct groups to brainstorm a layout for their catalog entry. Once they have sketched the layout, have them script a statement that will convince someone to buy the item. They may use their catalogs as a guide. Final group productions will be assembled into a catalog that will be on display in the library.

Journal assignment: Write a letter from a frontier child to his/her friend in a city that describes the frontier home as a result of the Sears catalog. What innovations have come into your home as a result of mail-order? How has your life changed?

Assessment:

Students' layouts will be graded as to their quality of presentation, full points are awarded to those groups whose layouts are pleasing to the eye, would be attractive to a consumer, and mimic the antique style reflected in their catalog.

Their journal entries will be evaluated as to the extent to which they paint a picture of frontier life and the changes that occurred as a result of receipt of the item.