The Hucksters

The Hucksters is a captivating 1947 American drama film set in a post-World War II climate, filled with energy, transition, and the pervasive influence of advertising. Helmed by director Jack Conway, this film, based on Frederic Wakeman Sr.'s 1946 novel, takes a sharp, scrutinizing gaze into the world of advertising and its underlying values.

The film primarily revolves around the charismatic, and sharp-as-a-tack war veteran Victor 'Vic' Norman, played by Hollywood's leading man, Clark Gable. After serving in World War II, Vic returns home only to find himself stepping into a labyrinth that's far from the battlefield but just as challenging and cynical; the relentless and high-stakes world of advertising.

As he dives into this new journey, Vic is called upon by the Kimberly-Clark soap company, setting him to apply all his cunning and charm amidst a sea of unscrupulous hucksters. He enters a maze of whimsical clients, ruthless colleagues, and the mounting pressure to turn profit despite creating morally dubious advertisements, the pitfalls of commercialism and consumerism. Vic's charisma and quick wit witness an inevitable clash with Kimberly-Clark's bombastic and uncompromising owner, Evan Llewellyn Evans, a character brought to life impeccably by Sydney Greenstreet, thus becoming the crux of the film's conflict.

However, The Hucksters decidedly brings forth more than just a clash of corporate egos. It effortlessly weaves in both drama and romance. Deborah Kerr makes her American film debut as Kay Dorrance in this movie. Kerr's character, a widowed British ad designer, becomes an anchoring presence and love interest for Vic. She is the soothing and rational presence in Vic's turbulent professional seascape.

The Hucksters also casts Ava Gardner in the role of glamorous nightclub singer Jean Ogilvie, turning the love interest into a riveting love triangle. The tension between Vic's unyielding professional life, complicated romance, and the struggle for morality forms the backbone of this film's plot.

With the tagline, "It slashes the Achilles' heel of Madison Avenue," the movie ambitiously takes on the consumer culture of the time. The film explores themes of deception and manipulation that come with mass advertising, showing its immense power in shaping societal behavior and dictating public taste. Moreover, it dives deep into corporate ethics, or the lack thereof, displaying the unwavering determination of corporations to boost sales, often trampling upon honesty and compassion.

The movie also highlights the struggle for personal integrity amidst the ruthless world of advertising. Clark Gable's portrayal of Vic Norman pulls the viewer into his tumultuous journey of retaining his humanity against a backdrop intent on turning him into a 'huckster.'

The Hucksters has a wonderfully nuanced narrative style, with a good mix of wry humor, dramatic emotional currents, and social commentary that still resonates today. Although a product of its time, the film questions ongoing relevant issues concerning the power and influence of mass media and advertising and the struggle to retain personal values.

The films' performances stand among some of the finest. Gable’s charm and Kerr's poised elegance lend authenticity to their characters, effectively aiding the narrative's evocative depiction of a man's fight against a corrupt system while managing romantic complications. Greenstreet, with his overarching screen presence, perfectly expresses the fearsome and obstinate nature of an unsympathetic businessman.

Another strong suit of the film lies in its technical aspects. The Hucksters exhibits a sleek black-and-white cinematography by Harold Rosson that masterfully captures the essence of post-war New York. The film's sharp, witty dialogue, penned by Luther Davis, Herbert Baker, and Edward Chodorov, further enhances its storytelling quality.

In sum, The Hucksters is a film that successfully tackles a serious issue in a charismatic and witty way. Muscular performances from its leading actors, intriguing subplots, and timeless themes make it an entertaining examination of the post-war advertising world. From the power plays of corporate bigwigs to the poignant struggle for personal integrity against a morally dubious backdrop, The Hucksters provides an honest, sometimes humorous, and often disconcerting look into the world of advertising as seen through the eyes of its star character Vic Norman.