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CCA
The campaign to integrate design with marketing, with consumer needs and with the attributes of the civilised society are neatly encapsulated in the forty years of CCA advertising. The main themes are 1. the imagery of the various American States by a denizen, 2. Great Ideas of Mankind, and 3. a slow descent into the full face direct gaze of the Pert Young Thing, with or without infant. Commissioned artists included the International Modernists (Bayer, Carlu, Cassandre), the lesser known provincial artists, and the immigrants. The philosophical thrust of the campaign had a certain nobility, deflecting the Creatures of Mammon from a concentration on the Bottom Line to the values of Humanism; extolling that liberal democracy so much under attack in these Trumpish times. There are some genuinely powerful images devoted to the unpromising theme of packaging and the Cardboard Box.You'll find surprising work by artists found elsewhere on the Visual Telling of Storeies, Stuart Davis, Richard Lindner, Honore Sharrer, W.H.Allner, Barney Line, Philip Evergood and Feliks Topolski. There are also some lacklustre sloshing about in pigment. The trajectory of the campaign is helpfiul in modelling the development of postwar Graphic Design. in negiations between home and abroad, the role of letterforms in the design, the marketing challenges of the product in Peace time and at War, the representation of cultures beyond the United States. This may appear to you an overkill. I want this tabulation to be regarded as a tribute to Walter Papecke and the CCA. There is a gallery structure allowing you to browse.
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ANONYMOUS and Illegible
| PAPERBOARD, America's Packhorse 1936 |
| A Whale of an Industry 1936 |
| PAPERWEIGHT, four million tons of paperboard, a ship's prow |
| Will your package really care for your product January 1963 |
| Army and Navy June 1943 (Pearl Harbour recruitment) |
| Ts'ai Lun, Darned Clever these Chinese, invention of paper February 1941 |
| Bon Voyage to the Traveller, safety of goods |
| Lincoln, message to Congress 1861, 1968 |
| Names of Renown, brands on paperboard |
| The Seventh Wonder of the World (Colossus at Rhodes) |
| The US production (paperboard and paper) for 1935 |
| Pulp Materials , trimmed wood and boxes (Lesmo?) November 1941 |
| How did you know what I like a package to be? September 1961 (the woman speaks) |
A
| PERSIA ABBAS 1944, Through ancient Iran weapons and foods flow to Russian fronts in paper packages. |
| W.H.ALLNER , Declaration of the Rights of Man, Limits of Liberty, September 1952 |
| JOHN ATHERTON, Thomas Jefferson. popular sovereignty |
B
| RAYMOND BALLINGER , John Stuart Mill on freedom of speech 1953 |
| RICHARD BARNES, Iowa, woman and pig 1947 |
| HERBERT BAYER, paper that goes to war...recycling 1939 |
| HERBERT BAYER, Weakness into Strength (House of Cards versus a box) July 1941 |
| HERBERT BAYER, The news that's never read, 1939 |
| HERBERT BAYER, Destiny of an old Directory (recycling) |
| HERBERT BAYER, Fire Steals, don't waste paper June 1942 |
| HERBERT BAYER, Ugly Duckling of the Office 1939 (recycling) |
| HERBERT BAYER, Aim High, Military Production , November 1943 |
| HERBERT BAYER, waste paper to package, Save Waste Paper |
| HERBERT BAYER, Ralph Waldo Emerson on a civilised nation |
| HERBERT BAYER, Wittgenstein The Limits of my Language |
| HERBERT BAYER, Billions of Powdered Eggs October 1938 |
| HERBERT BAYER,Paperboard packs a Mighty Wallop |
| LESTER BEALL , Missouri, July 1946 |
| MAX BILL , Kant on Citizenship |
| ROBERT BRADY , Goethe on Man's Happiness April 1952 |
| SYDNEY BUTCHKES , Kentucky April 1948 |
C
| CAMPBELL (?), critical packaging materials replaced by paper board, April 1943 |
| JEAN CARLU, Repaying Nature's Riches, Florida farming |
| JEAN CARLU, Gift Packages for Hitler |
| JEAN CARLU, New Skills from War. December 1943 |
| MARIO CARRENO , Cuba Libre November 1945 |
| BOB CATO, Louisiana November 1947 |
| EDWARD CHAVEZ, New Mexico |
| FRED CONWAY,Abraham Lincoln on deserving freedom March 1953 , note the size of the artwork in the office film above. |
| COVARUBBIAS, To all the Americas |
| COVARUBBIAS, No land is strange to US paper packages today (Easter Island) |
| BEN CUNNINGHAM, Nevada October 1949 |
D
| PAUL W. DARROW, , Indiana, June 1948 |
| STUART DAVIS, Pennsylvania October 1946 |
| WILLEM DE KOONING, Liberation of the Netherlands |
| HAZARD DUFEE, Rhode island |
| HAZARD DUFEE, Henry Thoreau Dec 1953 |
E
| PHILIP EVERGOOD, Australia 1945 |
F
| NEIL FUJITA. Thomas Paine and the Value of Freedom |
| JAMES FLORA . Ohio December 1947 |
G
| EDWARD E GALLOB, Woodrow Wilson on limiting the power of government August 1953 |
| JOSEPH GERING , West Virginia June 1949 |
| MORRIS GRAVES , Oregon December 1948 and mentioned on the film above. |
H
| WILLIAM HALSEY, South Carolina |
| HALTY-DUBE, ALLY Uruguay September 1945 |
| JEAN HELION, Paper saves Metal, Uruguay September 1945 |
| CHARLES HOWARD, California |
| TANA HOBAN, Rousseau, education for citizenship |
I
| JOHANNES ITTEN, The education of the human race....June 1967 |
J
| EDGAR JACOBSON , Safe Delivery all over the world |
| EDGAR JACOBSON , John Dewey on Democratic action |
| EDITH JAFFY, Montesquieu on the nature of Liberty November 1941 |
| MERVIN JULES, Wisconsin , January 1948 |
K
| LEON KARP Hobbes on War and Peace |
| E.MCKNIGHT KAUFFER, Montana August 1946 |
| E.MCKNIGHT KAUFFER, Dostoevsky on Freedom of Conscience September 1953 |
| E.MCKNIGHT KAUFFER, One integrated Flow of Production |
| LEON KELLY , Goethe on Truth and Error |
| GYORGI KEPES , Paperboard packaging and the chambered nautilus |
| GYORGI KEPES , Socrates on doing right or wrong, January 1959 |
| GYORGI KEPES , packaging design, an exact science, |
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GYORGI KEPES , Fibre, the essential element December 1938 |
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GYORGI KEPES , Responsibility, Stability, Integrity and Experience |
| KARL KNATHS, Wisconsin March 1948 |
| C.F.KORTEN, Michigan (seen in the film in Paepcke's office) |
L
| FERNAND LEGER, France Reborn, June 1945 |
| RICHARD LINDNER, Emmanuel Kant, Critique of Pure Reason |
| RICHARD LINDNER, Eternal Summer of the Table |
| LEMUEL LINE, Montesquieu on the duty of a citizen , November 1952 |
| LEO LIONNI. To the East Indies 1945 |
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LEO LIONNI (?). Pine Tree to Package -one organisation |
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LEO LIONNI (?). Protecting America's Protection august 1941 |
| LEO LIONNI. Joseph Addison on Education December 1950 |
| EDWARD LOPER, Delaware |
| JOSEPH LOW, Socrates onthe Good of Man July 1952 |
M
| KEITH MARTIN, Nebraska, January 1947 |
| HERBERT MATTER, 4 stories groceries , feet ascending stairs |
| HERBERT MATTER, world travelers all September 1941 |
| HERBERT MATTER, Paperboard fills the Soldier's pack February 1943 |
| HERBERT MATTER, Founder of an Industry (wasp's nest) |
| HERBERT MATTER, Fair Today - Every day protecting goods from the weather |
| HERBERT MATTER, Clean Packages instead of dirty hands |
| JOHN MCCRADY, Mississippi May 1949 |
| LASZLO MEITNER , Spinoza on self control |
| CARLOS MERIDA, Guatemala |
| EDGAR MILLER, Idaho |
| JAMES MINNICKS, District of Columbia |
| MONNAST, Paperboard rides the road to War, August 1943 |
| HENRY MOORE, Packages of support for Britain at war June 1949 |
N
| PETER NIELSEN OF THE FROG TRIBE, Alaska June 1950 |
| COSTANTINO NIVOLA Packaging Saves Money, Piggy Bank September 1947 |
O
P
| ALFRED PELLAN,Neighbour (Canada) March 1945 |
| WALDO PIERCE, Maine |
| YUDISHTHIRA PRAJAPATI, The Goddess of Plenty feeds India's multitudes |
Q
R
| BOARDMAN ROBINSON, Colorado April 1957 |
S
| PETER SEKAER. Freed Flag, Denmark , October 1945 |
| BEN SHAHN , John Locke on the purpose of government November 1950 |
| HONORE SHARRER, Horace Mann on the nature of Education September 1953 |
| ROSS SHATTUCK, North Dakota 1949 |
| JEROME SNYDER, New York, June 1947 |
| MACK STANLEY, Texas, 1949 |
| CHARLOTTE STERNBERG, Connecticut March 1947 |
| SZE, To China May 1944 |
T
| MARK TOBEY, Washington |
| FELIKS TOPOLSKI, de Toqueville on the goals of equality February 1952 |
| WILLIAM TRAHER, Wyoming, March 1949 |
U
| JERRY UELSMAN William Faulkner |
| ELAINE URBAIN Montaigne on being a citizen of the world September 1950 |
V
| JEAN VARDA. Epictetus on doung right |
W
| CHARMION VON WEIGAND, Schurz, Nothing that is wrong in principle... |
| CECIL WEST, Tennessee March 1949 |
| ARTHUR WILLIAMS, Vermont |
| ARTHUR WILLIAMS, Massachusetts |
| ARTHUR WILLIAMS, Dr. Johnson on Happiness |
| ARTHUR WILLIAMS, Alexander Hamilton on Human Nature and Government July 1950 |
X Y Z
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ZEPF, Integration |
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ZEPF, Under One Control May 1938 |
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ZEPF, Stability, Balanced Control of raw materials etc |
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ZEPF, Youth tempered with experience October 1938 |
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ZEPF, Harmony. Men Materials etc |
COLOUR FIELDS WITH TEXT
| Great Ideas, Ortega y Gasset 1958 (green) |
| Great Ideas,Kierkegaard, Journals December 1958 (red) |
DESCENT INTO PIN UPPERY
| The only way I know it's your product is by the package..." December 1958 |
| I loved your product this morning because the packet in came in was so easy to open (sic) |
| How do you know what I like a package to be? September 1966 |
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