American Look

Plot

American Look is a vibrant 1958 Chevrolet-sponsored short film that showcases the pinnacle of modern American industrial design and consumer culture. The film presents a sweeping tour of contemporary American innovation, featuring sleek automobiles, modern furniture, household appliances, and fashion that embody the optimistic spirit of the late 1950s. Through dynamic cinematography and an upbeat narrative, the film demonstrates how design principles are being applied across all aspects of American life to create products that are both beautiful and functional. The documentary-style presentation highlights the work of American designers and manufacturers who are shaping the modern American lifestyle, with particular emphasis on Chevrolet's automotive design achievements. The film serves as both a celebration of American creativity and a subtle promotional piece for the consumer goods that defined post-war prosperity.

Historical Background

American Look was produced during the height of the post-war economic boom in the United States, a period characterized by unprecedented prosperity, technological advancement, and consumer confidence. The late 1950s saw America emerge as the world's dominant economic and cultural power, with American design and manufacturing leading global trends. This film reflects the Cold War context, where American consumer culture and industrial design were presented as evidence of the superiority of capitalism and democracy. The Space Race was beginning, and there was tremendous optimism about technology and progress. The film also captures the beginning of the civil rights movement, though this aspect is notably absent from the film's idealized presentation of American life. It represents a moment when American corporations saw themselves as ambassadors of American values and lifestyle to the world.

Making Of

American Look was produced during the golden age of American industrial filmmaking, when corporations like General Motors invested heavily in high-quality promotional content. The film required extensive coordination between Chevrolet's marketing department and numerous American manufacturers and designers. Production likely involved filming at various locations including design studios, factories, showrooms, and the GM Technical Center. The cinematography was designed to be visually striking, utilizing the vibrant colors of Technicolor to showcase the modern products. The film's narrative was carefully crafted to present an idealized vision of American prosperity and innovation, aligning Chevrolet's brand identity with the broader story of American design excellence. The production team would have worked closely with industrial designers and marketing executives to ensure that the featured products represented the cutting edge of American manufacturing.

Visual Style

The cinematography of American Look employs dynamic camera movements, vibrant color compositions, and innovative techniques to showcase modern design. The film utilizes sweeping crane shots, tracking sequences, and carefully composed static shots to highlight the sleek lines and forms of contemporary products. The Technicolor process is used to full effect, creating rich, saturated colors that emphasize the modern aesthetic. The lighting design is sophisticated, using both natural and artificial light to create dramatic shadows and highlights that enhance the three-dimensional quality of the objects being filmed. The camera work often employs low angles to make products appear monumental and heroic, reinforcing the narrative of American design excellence.

Innovations

American Look demonstrated advanced filmmaking techniques for its time, particularly in the realm of corporate and industrial filmmaking. The use of Technicolor for a sponsored film was notable, as was the sophisticated camera movement and lighting design. The film's editing techniques, including rapid cuts and dynamic transitions, were innovative for the genre. The production likely utilized specialized equipment for filming products and design elements, including macro lenses and custom-built camera rigs. The film's ability to seamlessly integrate multiple locations and products into a cohesive narrative represented a significant technical achievement in corporate filmmaking. The sound recording and mixing techniques employed were also advanced for the time, creating a polished, professional audio experience.

Music

The soundtrack of American Look features an upbeat, jazz-influenced score typical of late 1950s American media. The music likely incorporates elements of cool jazz and early rock and roll, reflecting the contemporary soundscape of the era. The score serves to reinforce the film's themes of modernity, energy, and progress. The narration is delivered in a confident, authoritative voice characteristic of the period's documentary style. Sound design is used to enhance the viewing experience, with carefully crafted audio effects that emphasize the mechanical precision and modern technology of the featured products. The overall audio presentation creates an immersive experience that reinforces the film's optimistic vision of American design.

Memorable Scenes

• The opening sequence featuring sweeping shots of the GM Technical Center's modern architecture
• The montage of 1958 Chevrolet models being driven through scenic American landscapes
• The segment showcasing modern kitchen design with innovative appliances and furniture
• The fashion presentation featuring contemporary American clothing designs
• The final sequence bringing together all elements of American design in a unified vision

What Critics Said

Contemporary critics praised American Look for its technical excellence and vibrant presentation of modern design. The film was recognized in film festivals for its cinematography and production values. Industry publications noted its effectiveness as a promotional piece while acknowledging its artistic merits. Modern critics and film historians view the film as an excellent example of corporate filmmaking from the era, valuing it as a historical document that captures the aesthetic and cultural values of late 1950s America. The film is often cited in studies of industrial design, corporate communication, and American cultural history. Some contemporary critics note the film's propagandistic elements while still appreciating its artistic qualities and historical significance.

What Audiences Thought

American Look was primarily viewed by business audiences, auto show attendees, and through special screenings rather than general theatrical release. Among its target audience of consumers and business professionals, the film was well-received for its engaging presentation and celebration of American design excellence. Auto dealers reportedly found it effective for showroom presentations, while design professionals appreciated its showcase of contemporary work. Modern audiences discovering the film through archives and online platforms find it fascinating as a time capsule of 1950s design and consumer culture. The film has gained a following among enthusiasts of mid-century modern design and vintage automotive culture.

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