Word: containerization
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Peppy Walter Paepcke, 53, is one of a growing tribe of businessmen who go in for modern art. As board chairman of Chicago's big Container Corp. of America, Paepcke finds semi-abstract paintings not only enjoyable but also useful-they make eye-catching ads. During World War II...
The commerical theory behind the ads was perfectly clear: boxes are hard to glamorize but well-designed ads may help persuade readers that Container Corp.'s boxes are well-designed. The problem was to get unhackneyed views of the states from native artists whose work was abstract enough to...
Among the low, brown hills of eastern Tennessee stands a factory whose total product for 1949 weighed less than 1/10,000th of an ounce. The weight of its average shipment is less than that of the graphite in a penciled signature; the container usually weighs a billion times more. Yet...
The purified isotopes are stored for packing in a long brick building. The innocent-looking bottles stand on racks behind a high, thick barrier. Watching their work in mirrors, the shipping clerks select a bottle. With remote-control devices that unscrew the bottle's cap, they take out a...
Gone are the quiet old days when the boxes' chief attraction was a small coupon for silver-plated spoons with one's initials on them; the cereal companies now are attacking from all sides of the container at once. For instance, a single box of Kellogg's Pep offers, for...