# @normanrockwellofficial on Instagram

- **Type:** Image
- **Original URL:** https://www.instagram.com/p/CQjIBhUjNE0
- **Gondola URL:** https://gondola.cc/posts/9880627-normanrockwellofficial-instagram
- **Thumbnail:** https://img.gondola.cc/tr:w-,h-,fo-auto/postThumbnails/552f297f6b.jpg
- **Posted:** 2021-06-25T15:51:18.000+00:00
- **Account Owner:** Norman Rockwell (@Normanrockwellofficial) — https://gondola.cc/Normanrockwellofficial

## Caption

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 suggestions were superfluous, given Rockwell's natural inclinations and the "types" that were his stock in trade. When Upjohn received Rockwell's charcoal drawing, they asked him to change the boy's expression to one that looked less frightened and to make him appear to be stretching more, as a child would under those circumstances. Growth lines on the wall needed more definition and a doll on a corner shelf needed to be replaced with a boy's toy. Most interesting of their requests was that Rockwell's name be very prominent. As much as his artwork, Rockwell's signature was selling their #brand

#ad #upjohn #normanrockwell #normanrockwellart #normanrockwellpainting

## Stats

- **Views:** 0
- **Likes:** 1,712
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- **Comments:** 7

## Tags

inspire, sketches, upjohn, brand, attractive, familydoctors, american, vitamins, normanrockwellart, normanrockwellpainting, caregivers, normanrockwell, ad, optimism, healthy, health

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