After World War II many producers of glass and window systems engaged actively in the defence of big Picture Windows, especially in the United States of America.

The dissolution between interior and exterior, the promotion of architectural transparency, the advantages of natural lighting and the appeal of full-height slender window and doorframes — aspects that characterised Modern Architecture — were concepts and slogans incorporated extensively in advertisements of the pages of architecture magazines after 1945.

The Libbey-Owens-Ford Glass Company, one of the world leading glass manufacturers, published in 1947 a 20-page pamphlet titled The Meaning and Magic of Windows. Written by Dr. Matthew Luckiesh, a lighting specialist and Director of the Lighting Research Laboratory of General Electric Company at Nela Park (Cleveland), the document appeals to the sense and necessity of large glazed surfaces for reasons of comfort and health.