HE’S GOING TO BE TALLER THAN DAD - 1939 Upjohn pharmaceutical company hired Rockwell to do a series of prints as advertisements that, “ #inspire us to view ourselves with #optimism and to see our #familydoctors as kind, friendly #caregivers . They also presented the notion that #health is affected as much by our emotional lives as by our physical well-being." This is one of those prints titled, "He's Going to Be Taller Than Dad 1939". It was Upjohn's policy to give Norman Rockwell ample latitude to express himself, offering only such gentle guidelines as "all ages need #vitamins ." Rockwell was asked to submit two or three idea #sketches at a time. Once into the project, the company might steer him toward a desired goal, but not in a heavy-handed way. For the boy measuring his height in Rockwell's picture, Upjohn asked that he "represent a good average, #healthy , #attractive #American child," and that the setting "suggest a home rather than an interior of an institution." These su...