As many boomers like myself can attest to, we watched the Beaver grow up in an ideal household run by his father, Ward Cleaver. He was a businessman who was a clone of Jim Anderson, Father Knows Best, Steve Douglas, My Three Sons, Ozzie Nelson, Ozzie and Harriet, and probably many other perfect dads. With the exception of Ricky Ricardo, and Ralph Kramden, most families lived in nice, middle-class houses with the proverbial white picket fence and few problems. Drinking and drugs were non-existent. The weekly issue revolved around the school dance or some other benign social ill. Money was never mentioned, let alone minorities, crime, addictions, or any off-color humor. Instead, life was good, wholesome, and rewarding. At the end, a moral that summed up the theme always accompanied the show. In short, it w as Pleasantville.
For me, it symbolized everything I hoped to achieve as a teen growing up in the 60s. All I had to do was study hard, keep out of trouble, and I would go on to college, get my athletic letter for swimming, meet and then marry my sweetheart there too, graduate, and go right into a terrific job I would keep until I retired. Whew, that was a mouthful. But it seemed pretty easy at the time. After all, Wally Cleaver, Ricky Nelson, and Bud Anderson were doing it, so why not me? Okay, so maybe I was a little naive. But Television wouldnt lie, would it? Just look at TV shows that followed over the next few decades. Everyone was good-looking, flush with money, and an expert crime-solver or doctor or lawyer. They hardly ever got sick, had auto accidents, got into serious trouble or even messed their hair or makeup during a crisis.
Of course we realize this is make-believe. People on screen cant possibly be real. They never go to the bathroom, hardly ever take time to eat, sleep, pay bills, buy groceries, or get bored. But they represent a cross-section of a virtual society that the writers think you want to see. Over the years, they have been less than perfect as the producers struggle to attract the common man. To that end, they have given us characters like Columbo, disheveled and forgetful, and lately House, a cripple who hates everyone,and Monk, whos phobic of everything. But these are exceptions to the pretty and more perfect people that abound.
So is this a problem? Is it any worse than super-thin models in womans magazines or men with rock-solid abs in fitness publications? Doesnt it just give us something to reach for or is it an unrealistic and unachievable goal? Television and movies should be entertaining and escapism. But they also reflect current social norms. Does every generation recognize that fact or are they unduly influenced? Since the ban on cigarette advertising, very few movies show smoking which used to be so common in the forties and Fifties both on TV and in the movies. Movies can get an X rating for too much sex and violence. Censors keep Television under control, according to moral standards. Yet we are always pushing the limits of good taste. Irregardless of those facts, who is the newest Ward Cleaver and therefore which TV father would you like to emulate?
Lets take a look. Ed in Married with Children is a terrible father and husband. Jim in According to Jim is a jerk. Homer Simpson is an idiot. Okay, maybe sit-coms arent the answer. After all, the women are always smarter and prettier although the kids are often out off control. There are the obligatory eccentric neighbors and relatives. Its like real Jerry Springer families without the live audience. So who is the new ideal? Can it be Dr. Phil and his wife Robin? But hes a real psychologist so it isnt fair. We need new role models to look up to. Perhaps they can colorize old Leave it to Beaver episodes and digitally insert cell phones, plasma TVs and computers. Then this generation can see what a true American Dream family is all about. Television producers, are you listening or reading? And for you old Mickey Mouse club members out there, get your ears on.
Jeffrey Hauser was a sales consultant for the Bell System Yellow Pages for nearly 25 years. He graduated from Pratt Institute with a BFA in Advertising and has a Master's Degree in teaching. He had his own advertising agency in Scottsdale, Arizona and ran a consulting and design firm, ABC Advertising. He has authored 6 books and a novel, Pursuit of the Phoenix. His latest book is, Inside the Yellow Pages which can be seen at his website, http://www.poweradbook.com. Currently, he is the Marketing Director for thenurseschoice.com, a Health Info rmation and Doctor Referral site.
Author:: Jeffrey Hauser
Keywords:: Television,Dream,Fifties,American,Hauser,Beaver,
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