Look

Magazine Overview

Title: Look
Issue Date: July 18, 1950
Volume: 14
Issue Number: 15
Price: 15¢

This issue of Look Magazine features a prominent cover story on "Flying Saucers: Myth or Menace?" alongside a piece on a "Cowboy Craze" sweeping the U.S. The cover itself showcases a young woman in a wide-brimmed hat, with additional headlines mentioning "Billy Graham - 'God's Ball of Fire'" and "Cover Girl: Working Debutante."

American Spotlight

The "American Spotlight" section leads with "Flying Saucers - Myth or Menace?" by Bruce Bliven, an authoritative answer to the question of what lies behind the numerous reports. Bliven explores the origins of the craze, starting with Kenneth Arnold's 1947 sighting near Mt. Rainier, Washington, which led to the popularization of the term "flying saucers." He details several other reported sightings, including one involving Captain Thomas F. Mantell, a pilot who died pursuing an object over Fort Knox, Kentucky, and incidents near Laguna Beach, California, and White Sands Proving Ground, New Mexico. Bliven also discusses a reported crash in Mexico involving "intelligent beings" but notes it was never verified.

He systematically addresses various hypotheses: extraterrestrial visitors, Russian secret weapons, U.S. secret weapons, misinterpretation of ordinary phenomena, or mass suggestibility. Bliven dismisses the extraterrestrial visitor theory based on scientific evidence regarding the vast distances involved and the improbability of parallel evolution of conscious beings. He also discounts the Russian secret weapon theory due to the lack of strategic correlation and the risk of revealing military secrets. While acknowledging the possibility of U.S. secret weapons, he notes that official denials from President Truman and military leaders have been issued. The article highlights experiments with advanced aircraft, such as a disk-shaped plane developed by the Navy, but states these are not the source of the saucer reports. Ultimately, Bliven leans towards the explanations of mistaken identity (conventional aircraft, weather balloons, radar targets, birds, meteors) and mass suggestibility, citing the unreliability of human senses and the lack of photographic evidence.

Another significant article in this section is "Billy Graham - 'God's Ball of Fire'" by Lewis W. Gillenson, which likely profiles the evangelist. "Help for Acute Alcoholics in 24 Hours" by William L. Laurence and "The U.S. Is Going Cowboy Nutty" by William Houseman are also featured, indicating a focus on contemporary social trends and issues.

World Spotlight

"World Spotlight" includes "24 Reasons Why Europe Won't Unite" by W. B. Courtney, suggesting an analysis of post-war European political and economic challenges.

Strictly Personal

"Strictly Personal" offers "The Debutante Who Went to Work" by Pat Coffin, possibly a human-interest story about social mobility or changing roles for women. "The Ballad of Peggy Lee" likely focuses on the popular singer.

Fashions and Beauty

This section features "Paris Collections Present New Uses for Raffia," indicating coverage of current fashion trends, and "Store Shindig," which might be a report on retail events or styles.

Food and Homemaking

An article titled "Eat Cool and Get Thin" provides advice on summer dieting and recipes.

Art

"Ben Shahn" is listed, suggesting an article or feature on the prominent American artist.

Sports

The sports section includes "Gus Mauch, Trainer - The Busiest Man on the Yanks" and "Big League Alumni Hit for Distance on the Air," focusing on baseball figures and trends.

Departments

Standard magazine departments are present, including "Letters and Pictures to the Editor," "Look Applauds," "Photocrime," and "Photoquiz." A "Movie Review" of "Treasure Island" and a "Record Guide" are also included.

Film Previews (The Lion's Roar)

A column titled "The Lion's Roar" by Leo previews upcoming M-G-M films for the new entertainment year. It highlights "The Next Voice You Hear...", a film about a mysterious voice heard worldwide; "Three Little Words," a Technicolor musical about Kalmar and Ruby; and "The Miniver Story," a sequel to the acclaimed "Mrs. Miniver."

Advertisements

Notable advertisements include one for Kellogg's Corn-Soya cereal, emphasizing its high protein content. Another promotes Suskana Saran seat covers, highlighting their durability and ease of care. A third ad is for Veedol Motor Oil, touting its 100% Bradford Pennsylvania crude oil processing. Philco radios are also advertised, focusing on their "personal" models with the Magnecor aerial.

Recurring Themes and Editorial Stance

The dominant theme of this issue is the exploration of the unknown, particularly the "flying saucers" phenomenon, presented with a rational, scientific, and skeptical yet open-minded approach. The magazine aims to debunk sensationalism while acknowledging the reality of sightings and the public's fascination. Other themes include contemporary American culture (cowboy craze), entertainment (movies, music), fashion, and practical advice (food, homemaking). The editorial stance, particularly in the flying saucers article, is one of critical inquiry, relying on expert opinion and scientific probability to guide the reader towards a reasoned conclusion, while respecting the honesty of observers.