In 1942, one of the grimmest years in American history, the cover of Life magazine's November issue was a beautiful clapboard church. The caption announced that the issue was dedicated to “The Puritan Spirit".
I have had this magazine around on my desk for a while — it was given to me by my friend Arvel M. Steece — but it hadn't really surfaced until just this week when I was doing some New Year straightening up (some say archeological digging). The advertisements are absolutely captivating, a constant reminder of how much times have changed. There are men (and women) in uniform hawking Milky Way bars, RCA Victor, washing machines, cedar chests, watches, and even Prince Albert in a can. The letters to the editor include a picture of a cat with its tongue stuck out entitled “In Der Fuehrer's Face".
But what really strikes a twenty-first century person are the casual vices for sale. The issue includes ads for pipes, Model Smoking Tobacco (preferred by models everywhere), Lucky Strike and Fleetwood cigarettes, Ballantine Beer, Old Schenley, Virginia Dare, California wines, Old Crow, Jack Daniels, Philadelphia Blended Whiskey, Paul Jones whiskey, Fine Arts whiskey, Calvert whiskey, Old Mr. Boston (a two-page spread in color), Dubonnet, Ron Meritou Puerto Rican rum, Dewar's White Label — and more. These were tough times!
The Pilgrims and Puritans — Life made no real distinction between the two — occupy a 14-page spread, with full color pictures of famous historic events. Though the spread includes the usual bit of witch-burning and intolerance, it also uplifts the New England town and the little red schoolhouse — American icons both — as central to the Puritan inheritance.
The article itself was written for people in war time, uplifting the “Puritan Spirit” as the “faith that makes for victory", and the underpinnings of American democracy. Even FDR “might have been speaking for the Puritan Fathers", the article declared, “when he closed his first radio address of the war, on December 9, 1941, with the words that our cause and our hope were for “liberty under God".”
Looking back from 2012 I did have to chuckle that one issue of Life magazine could at the same time uplift the Puritans while surrounding them with lurid advertisements about cigarettes and alcohol. The irony is not exactly what it seems though. In actual fact, the Puritans and Pilgrims were ordinary seventeenth-century men and women who knew that drinking water wasn't always safe and that a good pint of ale was a fine thing, just as long as it wasn’t taken to excess. So the advertisements would have puzzled them but not entirely shocked them.
If Life magazine did a similar feature issue today, we would find a lot “no-no's” in the magazine, but in the advertisements, not in an article about Puritans. All of the print given to hard liquor and cigarettes would be unthinkable today, knowing what we know about the risk of cancer and the effects of alcoholism. Regardless what we may think about these kinds of bans — whether they’re an affront to free speech or a matter of public safety — they have become widely accepted in American culture today. In the end I think the best route, if we can take it, is to be puritanical in the best sense — enjoying life's pleasures for what they are, but never being ensnared by them.
-Peggy
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