SELLING THE UNITED NATIONS

In much of the early publicity regarding the United Nations, the focus was on the building itself as a ‘capital of the world’ – a dynamic and vibrant hub where cultures intersect and where the most pressing questions facing the world would be resolved. The UN was positioned as a cosmopolitan place of power and awe, where world leaders and great thinkers would meet and interact. The UN itself leant into this narrative, with official publications hailing the UN building as a place of ‘majestic grandeur’.

Advertising at the time drew heavily on this narrative – companies that provided services to the UN emphasised the importance of what both they and the UN were doing, and other companies, like Rolex and JB Scotch (see below) played up the sophistication and significance of their products, aligning themselves with the UN and invoking the notion of the place as a centre of power and influence.