New Year’s Day 1940 was one of the bleakest in England’s history. In 1938 Prime Minister Chamberlain’s efforts to preserve ‘peace with honour’, which split the country politically, had at least gained Britain time to be better prepared for the inevitable showdown with Hitler. In 1939 Nazi Germany and Mussolini’s Italy controlled most of Europe; and Hitler, on his way to grabbing the rest of it, marched into Poland-which was one goose step too far.
Still relatively unarmed, England, joined by France, declared war on Germany, and with a stiff upper lip London prepared to resist the beating Hitler promised to give it from the air. Before the sirens began to wail, Churchill was in command, and through the fears and perils following the fall of France and the evacuation at Dunkirk he led England through its ‘finest hour’, the Battle of Britain, to victory and the German surrender on May 8, 1945.
The course of war had changed radically in 1941 when Hitler invaded Russia and Japan bombed Pearl Harbor. America’s supporting role as ‘the arsenal of democracy’ immediately changed; her answer was no longer just ‘production’ (page 157) but war. In 1944, as President Roosevelt’s unprecedented third term drew to a close, F. D. R. announced he would run for a fourth. But two months after conferring with Churchill and Stalin at Yalta on ways to end the war, he died on April 12, 1945, and was succeeded by Harry S Truman. In August, when Japan refused to surrender, A-bombs were dropped on civilians on Hiroshima and Nagasaki, and a stunned and horrified world prayed that nothing like it would ever happen again. The basic power of the universe had been harnessed, and the Age of the Atom had begun.
The war had occupied half the decade, and in July 1945, Churchill’s Conservatives were defeated by Clement Arlee’s Labour Party, which began implementing its ‘welfare state’ promises by nationalizing the Bank of England, the railways, the coal, steel, and gas industries, and the airlines, which now advertised regular passenger service across oceans as well as continents. Free medical care soon followed, as did government patronage of the arts. Meanwhile a tired, impoverished country tidied up its wartom streets and tended to its bomb-damaged monuments. America’s funds for rebuilding a strong democratic Europe helped, and when the pound was devalued, Britain’s exports perked up.
In America it became a Trumanism to say that the New Deal, had become a Fair Deal, especially for the ten million war veterans who, returning to civilian life, were aided by government services, loans and subsidized education. Wives and sweethearts had wartime savings to spend and tired of being a uniformed WAC, WAVE, WREN, or ‘Rosie the Riveter’, took happily to the Christian Dior inspired New Look , a last love affair with elegance before fashion got the ‘sack’.
Pin-ups of Betty Grable, Rita Hayworth, and the Petty Girl were left behind as servicemen came home to the real thing. Marriage and babies added to the general postwar boom, and the bobby-soxer baby-sitter became a permanent institution. The latest teenage croon king was Frank Sinatra, rivaled only by Bing Crosby, whose singing of Irving Berlin’s ‘White Christmas’ had already snowballed him to fame.
It was in 1943 that Broadway woke to ‘Oh, What a Beautiful Morning’ as Oklahoma!, a new kind of musical comedy, opened at the St. James. Out had gone the high-kicking chorus line and in had danced Agnes de Mille. Ballet sequences, like the songs, had become an integral part of the play. After the death of Lorenz Hart, Richard Rodgers teamed with Oscar Hammerstein, and the two continued to collaborate on a string of rousing successes, including South Pacific with Enzio Pinza and Mary Martin, The King and I, and, in 1959, The Sound of Music. Meanwhile, in 1956, Alan J. Lerner and Frederick Loewe had set Bernard Shaw’s Pygmalion to music and made
history with Rex Harrison and Julie Andrews in My Fair Lady and again in the 1964 film version with Audrey Hepburn in the role of Eliza.
The population explosion saw the masses spreading outward from the cities. Rows and rows of bungalow-type ranch houses were built for young families, and retirement communities for the old. As developers felled trees, a new kind of forest sprouted on rooftops, the antennae of TVs. With the popularity of television, a wincing movie industry saw the dosing of hundreds of movie houses, but producers; by making full use of new processes, the new wide screen, colour, and box-office stars like Bette Davis, Humphrey Bogart, Ingrid Bergman, Gary Cooper, Katharine Hepburn, Bob Hope, Danny Kaye, and Marilyn Monroe, who became the sex-symbol legend of the fifties, kept it alive if not always kicking. The industry also made money by producing for television as well as renting out old films.
Book publishers also feared the leisure-time competition of television, but name novelists like James A Michener, Frank Yerby, Ernest Hemingway, Daphne DuMaurier kept selling, as did Lloyd C. Douglas, Thomas Wolfe, William Faulkner, and Thomas Costain. Paperbacks were also highly profitable.
In keeping with the times, advertising changed from the punchy, patriotic war ad to lightness and delicacy, as typified in the work of Salvador Dali, Raoul Duty, and Rene Gruau. Distinguished avant garde work was being done by George Giusti for Fortune and Holiday; by Paul Rand, Joseph Binder, Ashley Havinden, and F. H. K Henrion. Popular magazine-type illustration was well represented in the designs of artists like Jon Whitcomb, Whitney Darrow, Peter Hawley, Tom Hall, Jack Welch, and Norman Rockwell; and humour, never long absent in advertising, in the drawings of Fougasse, Raymond Tooby, Ronald Searle, Peter Amo, Richard Taylor, Robert Day, William Steig, and James Thurber. Photographers much in the fore included Cecil Beaton, Horst, Irving Penn, Francesco Scavullo, Yousuf Karsh,john Rawlings, and Leslie Gill-all represented in the following pages.
The fifties, the decade of The Affluent Society’, in which author John Kenneth Galbraith called attention to the problems of abundance, saw war-hero Dwight
Eisenhower, the advocate of ‘fiscal responsibility’, President of the United States for all but two years of it.
In England Churchill and the Conservatives came back in power they ear of the ‘Festival of Britain’, which celebrated the hundredth anniversary of the Great Exhibition of 1851. A year later the sadness at the death of King George VI was replaced by the joy of a new coronation and a young Queen Elizabeth II. In 1956 another royal affair found Grace Kelly, recently opposite James Stewart in Hitchcock’s Rear Window and with Cary Grant on the Riviera filming To Catch a Thief, returning to Monaco to become Princess Grace. The fifties was also the time of TV quiz shows like ‘What’s My line?’ and for little boys to be coon-capped Crocketts or Boones.
Then suddenly, as parents might be listening to Julie Andrews singing ‘I Could Have Danced All Night’ or a smooth Harry Belafonte or Perry Como, a new kind of sound arose from across the Tennessee hills, Elvis Presley with his electric guitar, singing ‘Don’t Be Cruel’. The rock’n’roll heat wave coincided with the ‘beat’ movement fanning east out of San Francisco. Sultry, leather-jacketed youths living in pads and on pot hung around the streets, identifying with characters such as The Wild One in Marlon Brando’s film and the moody and intense Rebel Without a Cause in James Dean’s; with Allen Ginsberg’s ‘Howl’, John Osborne’s Look Back in Anger, and jack Kerouac’s On the Road. These were the first rumblings of the cultural earthquake that shook the sixties.
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