Requiring the function $f$ to have bounded level sets is a "growth condition". Another example is the stronger condition \begin{equation} \liminf_{\left\|x\right\|\to\infty}\frac{f(x)}{\left\|x\right\|}>0, \end{equation} where we define $$\liminf_{\left\|x\right\|\to\infty}\frac{f(x)}{\left\|x\right\|}=\lim_{r\to +\infty}\inf\left\{\frac{f(x)}{\left\|x\right\|}\ \middle|\ x\in C\cap rB^c\right\}.$$
The proof is said to be outlined as follows:
- Find a function with bounded level sets which does does not satisfy the growth condition.
- Prove that any function satisfying the growth condition has bounded level sets.
- Suppose the convex function $f:C\to\mathbb{R}$ has bounded level sets but the growth condition fails. Deduce the existence of a sequence $(x^m)$ in $C$ with $$f(x^m)\leq\frac{\left\|x^m\right\|}{m}\to +\infty.$$ For a fixed point $\bar{x}$ in $C$, derive a contradiction by considering the sequence $$\bar{x}+\frac{m}{\left\|x^m\right\|}(x^m -\bar{x}).$$ Hence complete the proof of the proposition.
If $C$ is bounded then the level sets are bounded and the growth condition vacuous, so I am presuming that $C$ is unbounded.
Let $L_\alpha = \{x \in C| f(x) \le \alpha \}$.
Suppose $\liminf_{\|x\|\to\infty}\frac{f(x)}{\|x\|} = r > 0$. Then for some $M$ if $x \in C$ and $\|x\| \ge M$ we have ${f(x) \over \|x\| } \ge {1 \over 2}r$ or $f(x) \ge {1 \over 2} r \|x\|$.
In particular, if $\|x\| \ge M'=\max(M, {2 \over r} (\alpha+1))$, then $f(x) > \alpha$ and so $L_\alpha \subset B(0,M')$.
Now suppose the level sets are bounded. Pick some $x_0$ then there is some $M$ such that $L_{f(x_0)+1} \subset B(0,M)$.
Choose some $x$ with $\|x-x_0 \| \ge M$ and let $x' = x_0+ M {x - x_0 \over \| x - x_0 \|}$. Then ${f(x)-f(x_0) \over \| x-x_0\||} \ge {f(x')-f(x_0) \over \|x'-x_0\|} \ge {1 \over M}$ and so \begin{eqnarray} {f(x) \over \|x\|} & \ge & {f(x) -f(x_0)\over \|x\|} + {f(x_0) \over \|x\|} \\ &=& {f(x) -f(x_0)\over \|x-x_0\|} { \|x-x_0\| \over \|x\|} + {f(x_0) \over \|x\|} \end{eqnarray} and so $\liminf_{\|x\| \to \infty} {f(x) \over \|x\|} \ge {1 \over M} > 0$.