Untitled (neon sign for drive-in theater) 1948

Curator: This striking gelatin silver print, only about 6 x 6 cm, is an untitled work by Jack Gould, depicting a neon sign for a drive-in theater. It's held here in the Harvard Art Museums. Editor: My immediate impression is of mid-century Americana – the bold lettering, the stylized figures, and the sense of optimism. It feels like a time capsule. Curator: Absolutely. The image invites us to consider the cultural landscape of the era, particularly the rise of car culture and its relationship to leisure and entertainment. The sign itself becomes a symbol of a specific social experience. Editor: And consider the gender dynamics implied in the imagery. Who were these drive-ins really for? What kind of experience was being sold to young women versus young men? Curator: That’s key – it asks us to explore the representation of women and the construction of idealized femininity in advertising and popular culture. The neon glow adds to the allure, masking potential inequalities. Editor: Right. It's interesting to consider how a simple image can reveal so much about the aspirations and anxieties of the time. Curator: Indeed. This small photograph packs a punch, offering a critical lens onto a bygone era.