Critiquing the flying car in 1944

During World War II, a time when most manufacturing was concentrated on the war effort and Americans were living with ration books and scrap metal drives, advertising became a very strange thing. Companies wanted to make people aware they still existed, even though they weren't currently offering much for sale and unnecessary consumption was being discouraged. More importantly, the companies wanted Americans to associate their brand name with the promise of life after the War. So, what you got, were a lot of advertisements touting what this or that company was going to do just as soon as the Germans and Japanese were defeated.

The image above comes from a 1944 advertisement by the Association of American Railroads. That room is actually the lounge car on a train — or, rather, the hypothetical lounge car on an imaginary train that might be built after the War is over (provided the development of air travel and the construction of the interstate highway system don't doom the train industry to a slow decline). Basically, you had a lot of time when companies had little more than dreams to offer, so the dreams just kept getting bigger and bigger.

At the Paleofuture blog, Matt Novak writes about this ad as part of a larger trend, and offers up some examples of how the tendency to make big promises about the future of technology was being heavily critiqued even as it happened. Novak's posts help make sense of some of the more-ridiculous branches of midcentury futurism. Read the rest