Word: adding
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Dates: during 1940-1949
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...Grand Rapids, a town famed for its furniture and its Dutch-descended population. His grandfather helped nominate Lincoln in 1860. His father, Aaron Vandenberg, was a harness-maker who was cleaned out in the Cleveland panic of 1893. After that, Father Vandenberg gave his son the stern ad monition: "Always be a Republican." In the government club at Grand Rapids' Central High School, young "Van," who had a flair for oratory, was the "Senator from Michigan." Few doubted even then that he would like to have the title in fact. He did odd jobs to help out the family...
Outstanding among such culture-plated advertisers is Container Corp. of America, big, enterprising maker of paperboard products. Last year, Container began a "United Nations" ad campaign, featuring paintings of their native lands by celebrated foreign artists. This week, to coincide with the San Francisco conference, the paintings-minus advertising-go on display in Chicago's Art Institute. They add up to as interesting a show of modern art (in its less extreme phases) as has been seen in the U.S. in recent years...
With the help of N. W. Ayer, Paepcke embarked on an ad program using modern art for illustration. The ads proved to be eye-catchers. Even though some-like Abstractionist Jean Helion's-were practically unsolvable riddles, the public seemed to like them. Convinced that the paintings packed a selling wallop, Paepcke next ordered copy boned down to one-sentence, telegraphic messages like "No land is strange to U.S. paper packages today...
...United Nations" series was Paepcke's idea. The artists chosen to represent their native countries were, for the most part, commercial virgins. Although the only instructions given them were the dimensions of the ad, some of the first ads appeared chock-full of Container Corp. boxes. Paepcke added a second rule: no more boxes. Thus, many of the paintings in the show are as unrelated to Container Corp. as a Waugh seascape is to the Cunard Line...
...riding to hounds get no mention in this partly autobiographical book. Field's immense fortune (estimated at $168 million) is dismissed quickly as "the chance of inheritance." But he explains why his New Dealing journalistic twins-Manhattan's adless, experimental PM, and Chicago's unexperimental, ad-crammed Sun-turned out so unalike...