The design is so distinctive; the infusion of what was felt to be “space-age” is a hallmark of the design - the boomerang like a satellite, the fascination with chrome, the typefaces with stylized asterisks and starbursts - yet it never lasted beyond the first decade of the space race. I think the point made about mocking the associated naïveté hits the nail as to why it didn’t last, but I find the change interesting (that it was no longer seen as “wonder”, perhaps, but as being naïve). I’m fascinated more so because now, there’s some return to it - wide-eyed cartoon characters, “brutalist” graphic design, a space-y quality to colour choice and sharp lines.
I think a strain of the Populuxe attitude still survives, maybe as an undergirding "spirit" of advertisement and marketing. Part of the Fifties manner was tied up with what we now called "content marketing" -- a demonstration of products by showing ways of using them. Or making that the main and apparent core of the "pitch." Utility companies would do that well, back when they also largely dealt in appliances and such. (One guy I heard a presentation from located the originating genius in UK gas companies.) Content marketing, of course, is the schtick of today's "influencers," too.
It was a seductive age, too -- uncomplicated and promising happiness and ease.
You can get the used book pretty easily on Alibris. That's where I got mine.
Thank, Rebecca. This was a more challenging post to put together than I expected. I think that's due to the "two-minded sight" I mention. The age was ambiguous, and sometimes ambiguity won't let itself be unraveled and displayed.
Great read, might have to add it to the list.
The design is so distinctive; the infusion of what was felt to be “space-age” is a hallmark of the design - the boomerang like a satellite, the fascination with chrome, the typefaces with stylized asterisks and starbursts - yet it never lasted beyond the first decade of the space race. I think the point made about mocking the associated naïveté hits the nail as to why it didn’t last, but I find the change interesting (that it was no longer seen as “wonder”, perhaps, but as being naïve). I’m fascinated more so because now, there’s some return to it - wide-eyed cartoon characters, “brutalist” graphic design, a space-y quality to colour choice and sharp lines.
I think a strain of the Populuxe attitude still survives, maybe as an undergirding "spirit" of advertisement and marketing. Part of the Fifties manner was tied up with what we now called "content marketing" -- a demonstration of products by showing ways of using them. Or making that the main and apparent core of the "pitch." Utility companies would do that well, back when they also largely dealt in appliances and such. (One guy I heard a presentation from located the originating genius in UK gas companies.) Content marketing, of course, is the schtick of today's "influencers," too.
It was a seductive age, too -- uncomplicated and promising happiness and ease.
You can get the used book pretty easily on Alibris. That's where I got mine.
Another fascinating read, Mark - I've enjoyed this dive into mid-century US culture!
Thank, Rebecca. This was a more challenging post to put together than I expected. I think that's due to the "two-minded sight" I mention. The age was ambiguous, and sometimes ambiguity won't let itself be unraveled and displayed.