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Keeping up with the Joneses

Author: J.D. Roth / Source: Get Rich Slowly

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It’s always fun when disparate worlds of geekdom collide. Today, for instance, I learned that the term “keeping up with the Joneses” — a popular phrase in the realm of personal finance — actually originated in the funny pages.

Keeping Up with the Joneses

That’s right: “Keeping Up with the Joneses” started out as a newspaper comic strip. As a comics nerd, one who especially loves comic strips, this makes me happy. (Note: For some strips in this post, you can click on the image to open a larger version in a new window.)

Keeping Up with the Joneses (04 April 1913)

Arthur Mormand created “Keeping Up with the Joneses” in 1913. This comic strip (which was very typical for its time) parodied American domestic life, especially the increasing drive toward conspicuous consumption.

The term conspicuous consumption was itself relatively new in 1913. This concept was introduced by Thorstein Veblen, a Norwegian-American economist and sociologist, in his 1899 book The Theory of the Leisure Class. (You can download this book for free from the new Get Rich Slowly file vault.) People at all levels of life, Veblen says, buy things “as an evidence of wealth”, to signal financial “prowess”. This is worth an entire article of its own. (I should re-read the book and write it up, shouldn’t I?)

Keeping Up with the Joneses

Here’s an excerpt from Wikipedia’s brief history of the strip:

[“Keeping Up with the Joneses”] debuted on March 31, 1913 in The New York Globe. The strip is a domestic comedy…

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