The 1920s are known as the Roaring '20s, the Jazz Age, and the Golden Years. During this period, there were dramatic social changes in society. The Great War destroyed old perceived social conventions and new ones were developed. The 1920s were a decade that saw a major change in the role of women. The Roaring Twenties were a common name for the 1920s, due to the increase in consumerism and advertising of the time. Morals began to decline during this time period. The 1920s were a time of great social change. During the Roaring '20s, women changed their actions. The 1920s were an explosion of color and a time of escape. The young women began to break free. The changing role of women was the result of all the work done during the First World War. The younger generation rejected the values ​​and customs of their parents' generation. Young women no longer wanted to be guardians of morality, dressing modestly and abstaining from drinking, dancing, and smoking. They wanted to have the freedom to wear short skirts and ride in cars with their boyfriends. Because of all the deaths in World War I, the new generation felt the need to live freely and enjoy life. Young women and men returning from war experienced cultures with different customs and standards. Women began to stifle the older generation with the way they changed their hairstyles. They cut their hair into short “bob” cuts. The clothes they wore were much shorter than usual. They began to expose their legs and knees. The women were known as Flappers. Britain also knew the Flappers as the “Bright Young Things”. If they had worn revealing clothing in public they could have been arrested for indecent exposure. Silk stockings... half paper... they thought the simple answer was crime. Prohibition led to higher crime rates and excessive violence. The American government believed that by banning alcohol, American life would improve in quality. Twice as many illegal bars and speakeasies opened. Criminal gangs would fight each other for control of the trade. After 13 years the government finally realized that Prohibition had not succeeded (Bingham 4-6). Another change in society was the fascination with cinema. During the 1920s, films began to capture the nation's interest. The film industry began to flourish during this period. By the end of the decade, twenty Hollywood studios had been created and distributed, and an average of eight hundred films a year. Young American women loved the glamor of the silver screen and began to follow the fashions of their favorite actresses.