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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.