The Container Goes Global
Objects of Knowledge
This paper argues that the 1944 United Nations advertising campaign with the Container Corporation of American positioned the company as a new kind of entity wherein business was wedded to modern art.
Graduate Student: MACKENZIE STEVENS
Department of Art History
Respondent: SARAH BANET-WEISER
Professor, Annenberg School for Communication and Journalism
In 1944, the Container Corporation of America launched a bold, new advertising campaign featuring countries affiliated with the Allied forces. The “United Nations” series was meant to illuminate the company’s role as a facilitator of global enterprise during and after the war. This paper argues that the campaign not only marketed the Container Corporation as a global entity, but that it also positioned the company as a new kind of corporation wherein business was wedded to modern art.
Co-sponsored by the Sidney Harman Academy for Polymathic Study and the Visual Studies Research Institute.
Please reply by Sunday prior to the event to www.usc.edu/esvp and enter ESVP code GRAD0313.