Word: giant
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Dates: during 1990-1999
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From our earliest days as network executives and, before that, as students of the medium and charter members of the first generation of TV viewers, we have lived and worked in his giant shadow. Having established our own production company, we are humbled by the success of a man who started with nothing and by force of will ignited a revolution that has had an unparalleled effect on our society...
...First Rule of Holes is: When You are IN one, Stop Digging; and that is what Carrier's namesake has done. In 1994 the company, now part of giant United Technologies, produced the first chlorine-free, non-ozone-depleting residential air-conditioning system. It has since announced the production of two generations of chlorine-free cooling units, well before the Montreal Accords or the still unratified Kyoto Accords have come into play. Much in the fashion of its founder, the company is trying to fix all this without a grand scheme, but simply by doing the next right thing...
...career that spanned nearly six decades, his aptitude for inventing evocative, easily recognizable corporate identities spawned the Jolly Green Giant, the Marlboro Man, the Pillsbury Doughboy and Tony the Tiger, among other familiar icons of commerce. By the late 1950s Burnett had emerged as a prime mover in advertising's creative revolution, which grew in the glow of television's rise as America's consummate commercial medium. By 1960 Burnett's roster of clients had grown exponentially; at the time of his death the agency's billings exceeded $400 million annually. By last year that figure approached $6 billion...
Reviewing his agency's work, one is struck by Burnett's penchant for employing a range of masculine archetypes. Some were designed to appeal to female consumers. With the Jolly Green Giant, he resurrected a pagan harvest god to monumentalize "the bounty of the good earth"--and to sell peas. Years later, with the creation of the Doughboy, Burnett employed a cuddly endomorph to symbolize the friendly bounce of Pillsbury home-baking products. Aiming at male audiences in the '50s, a time when filter cigarettes were viewed as effeminate, Burnett introduced a tough and silent tattooed cowboy on horseback...
...minds. There is something both old-fashioned and timeless in the slightly homoerotic repertoire of corporate images he fathered. Born during the springtime of American consumer culture, when sales pitches were infused with an unfettered sense of optimism, a booming-voiced tiger like Tony and a benevolent Green Giant today come across as quaint throwbacks to the time when sugared breakfast cereals could still claim to provide an ideal start to the perfect day, and when mushy canned peas nestled alongside a piece of fat-marbled beef represented a healthy diet. Though Burnett's corporate talismans endure, they occupy...