1965 Official Guide New York World's Fair
Encyclopedia
The 1965 Official Guide New York World's Fair is an event guide published and edited by Time–Life Books. It is a 280 page, soft-cover, highly, sometimes colorfully, illustrated book. It is divided into multiple sections, such as maps, industrial, international, federal and state, transportation and index. Exhibits or pavilions are listed and described often with sketch-like illustrations and photographs. Many colorful advertisements also make up a part of the Guide. It was widely sold as guide to the 1964/1965 World's Fair
, held at Flushing Meadows–Corona Park in New York City
, USA. It is considered an important historic artifact by students and teachers of history
, who use the guide to further their understanding of the World's Fair, its exhibits and contemporary culture.
. Not all of the international pavilions listed are hosted by nations. Thus there is a description for a Pavilion hosted by Berlin
, which offers: "Film and color transparencies depict day-to-day life in this outpost of freedom," but none of Germany
, Belgium
or France
. England
appears to be represented only by the "British Lion Pub". Perhaps most surprisingly, the guide lists Billy Graham's
pavilion as being in the International section.
, spans 56 pages of the guide. Major exhibits in this section appear to have been General Motors
' Futurama, General Electric
's Progressland, IBM's
dome and the Eastman Kodak
Pavilion. The Industrial section, in particular, has many advertisements, often for products produced by the companies which host the described pavilions. The exhibits are listed alphabetically and described in a paragraph or two. Admission, usually free, is also listed under each exhibit. Because the Industrial section covers all exhibits not contained in the International and Federal and State sections, a wide array of both commercial and non-commercial exhibitors are listed together. For example, the exhibit for the Boy Scouts of America
is listed after Bell System
. The former billed as "Scouts from around the U.S. display such skills as knot-typing, fire-making and lifesaving," while the latter is offers "The history of communications, from smoke signals to satellites, ... in a fifteen minute ride."
Pavilion (billed as the "Focal Point of the Fair"), advertises not Kodak product, but the Pavilion itself. Other exhibitors ran advertisement for their products alongside advertisement for their pavilion. American Express
, for example, ran an illustration of "The $1 Million Money Tree", exhibited at their pavilion, over a partial list of their products.
. The guide gives insight into the cultural and social mores and practices of the mid-century United States. The description of the General Cigar Hall of Magic, for example, which speaks of giant smoke rings and magic shows acts as a reminder of the common place of smoking
in North American society. A Chrysler
advertisement that assures that “Mom will be thrilled by the landscaped islands and by the beauty of cars that seem to float on the water” speaks to gender roles in the mid-1960s in America. Leaving aside specific examples, the optimistic tone of the guide may give some insight into the perception of the nation’s progress at the time. A seemingly boundless trust in Industry and its products is evidenced by the fact that guide’s largest section was reserved for the description of pavilions of big corporate sponsors.
1964 New York World's Fair
The 1964/1965 New York World's Fair was the third major world's fair to be held in New York City. Hailing itself as a "universal and international" exposition, the fair's theme was "Peace Through Understanding," dedicated to "Man's Achievement on a Shrinking Globe in an Expanding Universe";...
, held at Flushing Meadows–Corona Park in New York City
New York City
New York is the most populous city in the United States and the center of the New York Metropolitan Area, one of the most populous metropolitan areas in the world. New York exerts a significant impact upon global commerce, finance, media, art, fashion, research, technology, education, and...
, USA. It is considered an important historic artifact by students and teachers of history
History
History is the discovery, collection, organization, and presentation of information about past events. History can also mean the period of time after writing was invented. Scholars who write about history are called historians...
, who use the guide to further their understanding of the World's Fair, its exhibits and contemporary culture.
Description of international exhibits
The description of the international exhibits spans 51 pages of the guide and is the second longest section after the description of Industrial Exhibits. It lists some 45 pavilionsPavilion (structure)
In architecture a pavilion has two main meanings.-Free-standing structure:Pavilion may refer to a free-standing structure sited a short distance from a main residence, whose architecture makes it an object of pleasure. Large or small, there is usually a connection with relaxation and pleasure in...
. Not all of the international pavilions listed are hosted by nations. Thus there is a description for a Pavilion hosted by Berlin
Berlin
Berlin is the capital city of Germany and is one of the 16 states of Germany. With a population of 3.45 million people, Berlin is Germany's largest city. It is the second most populous city proper and the seventh most populous urban area in the European Union...
, which offers: "Film and color transparencies depict day-to-day life in this outpost of freedom," but none of Germany
Germany
Germany , officially the Federal Republic of Germany , is a federal parliamentary republic in Europe. The country consists of 16 states while the capital and largest city is Berlin. Germany covers an area of 357,021 km2 and has a largely temperate seasonal climate...
, Belgium
Belgium
Belgium , officially the Kingdom of Belgium, is a federal state in Western Europe. It is a founding member of the European Union and hosts the EU's headquarters, and those of several other major international organisations such as NATO.Belgium is also a member of, or affiliated to, many...
or France
France
The French Republic , The French Republic , The French Republic , (commonly known as France , is a unitary semi-presidential republic in Western Europe with several overseas territories and islands located on other continents and in the Indian, Pacific, and Atlantic oceans. Metropolitan France...
. England
England
England is a country that is part of the United Kingdom. It shares land borders with Scotland to the north and Wales to the west; the Irish Sea is to the north west, the Celtic Sea to the south west, with the North Sea to the east and the English Channel to the south separating it from continental...
appears to be represented only by the "British Lion Pub". Perhaps most surprisingly, the guide lists Billy Graham's
Billy Graham
William Franklin "Billy" Graham, Jr. is an American evangelical Christian evangelist. As of April 25, 2010, when he met with Barack Obama, Graham has spent personal time with twelve United States Presidents dating back to Harry S. Truman, and is number seven on Gallup's list of admired people for...
pavilion as being in the International section.
Description of corporate exhibits
The description of corporate exhibits, which in this guide are referred to as IndustrialIndustry
Industry refers to the production of an economic good or service within an economy.-Industrial sectors:There are four key industrial economic sectors: the primary sector, largely raw material extraction industries such as mining and farming; the secondary sector, involving refining, construction,...
, spans 56 pages of the guide. Major exhibits in this section appear to have been General Motors
General Motors
General Motors Company , commonly known as GM, formerly incorporated as General Motors Corporation, is an American multinational automotive corporation headquartered in Detroit, Michigan and the world's second-largest automaker in 2010...
' Futurama, General Electric
General Electric
General Electric Company , or GE, is an American multinational conglomerate corporation incorporated in Schenectady, New York and headquartered in Fairfield, Connecticut, United States...
's Progressland, IBM's
IBM
International Business Machines Corporation or IBM is an American multinational technology and consulting corporation headquartered in Armonk, New York, United States. IBM manufactures and sells computer hardware and software, and it offers infrastructure, hosting and consulting services in areas...
dome and the Eastman Kodak
Eastman Kodak
Eastman Kodak Company is a multinational imaging and photographic equipment, materials and services company headquarted in Rochester, New York, United States. It was founded by George Eastman in 1892....
Pavilion. The Industrial section, in particular, has many advertisements, often for products produced by the companies which host the described pavilions. The exhibits are listed alphabetically and described in a paragraph or two. Admission, usually free, is also listed under each exhibit. Because the Industrial section covers all exhibits not contained in the International and Federal and State sections, a wide array of both commercial and non-commercial exhibitors are listed together. For example, the exhibit for the Boy Scouts of America
Boy Scouts of America
The Boy Scouts of America is one of the largest youth organizations in the United States, with over 4.5 million youth members in its age-related divisions...
is listed after Bell System
Bell System
The Bell System was the American Bell Telephone Company and then, subsequently, AT&T led system which provided telephone services to much of the United States and Canada from 1877 to 1984, at various times as a monopoly. In 1984, the company was broken up into separate companies, by a U.S...
. The former billed as "Scouts from around the U.S. display such skills as knot-typing, fire-making and lifesaving," while the latter is offers "The history of communications, from smoke signals to satellites, ... in a fifteen minute ride."
Advertisements
Many sophisticated advertisements are printed in the guide. Most are directed at the Fair going public. In fact, the blending of content and advertisement is so sophisticated that it is, in places, nearly impossible to distinguish between the two. A two-page color advertisement for the Eastman KodakEastman Kodak
Eastman Kodak Company is a multinational imaging and photographic equipment, materials and services company headquarted in Rochester, New York, United States. It was founded by George Eastman in 1892....
Pavilion (billed as the "Focal Point of the Fair"), advertises not Kodak product, but the Pavilion itself. Other exhibitors ran advertisement for their products alongside advertisement for their pavilion. American Express
American Express
American Express Company or AmEx, is an American multinational financial services corporation headquartered in Three World Financial Center, Manhattan, New York City, New York, United States. Founded in 1850, it is one of the 30 components of the Dow Jones Industrial Average. The company is best...
, for example, ran an illustration of "The $1 Million Money Tree", exhibited at their pavilion, over a partial list of their products.
Value
The Guide the New York World's Fair is considered an important tool for teaching history, especially social historySocial history
Social history, often called the new social history, is a branch of History that includes history of ordinary people and their strategies of coping with life. In its "golden age" it was a major growth field in the 1960s and 1970s among scholars, and still is well represented in history departments...
. The guide gives insight into the cultural and social mores and practices of the mid-century United States. The description of the General Cigar Hall of Magic, for example, which speaks of giant smoke rings and magic shows acts as a reminder of the common place of smoking
Smoking
Smoking is a practice in which a substance, most commonly tobacco or cannabis, is burned and the smoke is tasted or inhaled. This is primarily practised as a route of administration for recreational drug use, as combustion releases the active substances in drugs such as nicotine and makes them...
in North American society. A Chrysler
Chrysler
Chrysler Group LLC is a multinational automaker headquartered in Auburn Hills, Michigan, USA. Chrysler was first organized as the Chrysler Corporation in 1925....
advertisement that assures that “Mom will be thrilled by the landscaped islands and by the beauty of cars that seem to float on the water” speaks to gender roles in the mid-1960s in America. Leaving aside specific examples, the optimistic tone of the guide may give some insight into the perception of the nation’s progress at the time. A seemingly boundless trust in Industry and its products is evidenced by the fact that guide’s largest section was reserved for the description of pavilions of big corporate sponsors.