JF Ptak Science Books LLC Post 1017
Seagrams V.O. Canadian Whiskey powered the future through a series of a dozen or so ads for itself in the 1945-1947 period, taking a usually-strangled though occasionally interesting peep into what the future might bring. (And of course the future is brought by men who drink Seagrams.) In this ad, appearing in the 12 May 1947 issue of LIFE Magazine, we are told “deserts will bloom through atomic power”–how this might happen is left to the imagination. Also left to fantasy is what exactly is being farmed there in front of the incongruous “atomic energy plant”. Plastic smoke? Taking a fractured approach to the possibilities one might say that atomic bomb mushroom clouds are being grown from seedlings here from the ground up, nurtured until the day they too will be as big as the blasts of August 1945.
Oddly enough, the illustrator–who after all was just trying to sell alcohol–came pretty close to the truth, except that they got the power source wrong. Rather than nuclear energy, it would be petrochemical industries that would lie there at the heart of America’s farm production (via seeds and fertilizers and so on)–I’m sure that it would’ve made more sense in a weak way back there in 1947 to believe the atomic story rather than thepossibility that it would be petroleum that would drive the entire production of food forward.
In another weirdly prescient image–“weird” anyway for a quick effort made by an artist trying to sell drunk juice–is this proto-internet office view, made in May 1945. There’s lots of passive solar going on here(though not really very effective when you consider the other ways of directing and filtering exterior light inside) in the office of tomorrow, but more important is the desk and the file cabinets. The seated man is talking to someone across the country via phone/wireless, with data en masse at his fingertips, a “computer” (in the old sense of the word, that being a person–and usually a women–given the charge of adding long columns of number or whatever and then doing the arithmetic, like a comptometer) working some sort of calculating interest on the largish calculating instrument. In general we see a decision-maker awash in responsibility connecting all of the parts of his world: a primitive, secular, analog internet. And this too just at about the same time that Vannevar Bush introduced his own vision of the informational future with his superb Memex (which I wrote about earlier on this blog here.)
