Sponsor (Oct-Dec 1963)

Record Details:

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VDVERTISERS 'V sponsors soy openly: lur product is better [hian competing products ALL DETERGENT . . . Hiyht liiTi .111' till' ii'siilts of a reniarkablc MTic of tests wilfi America's seven leading washday delerijeiits . . . All oiiteU-aned tlie lending white deterueiit (Hash). All oiiteleaiied the leadinu hhie deteri;ent (('heeri. All oiiteleaned the leadiiii; tahiet (Salvo). Outcleaned them, hich suds or low. BAYER ASPIRIN . . . One veiled I have evtra inRredients (Anacini. .\nd one savs I'm 5(Kr stronRer (l-"\cedrin). \nd one says I'm the mwlcrn druR for pain (Bufferin) ... a test of five leadinR pain relievers showed that two extra-inpredients products upset the stomach the most . . . The> weren't an> stronger. VALIANT AUTOIVIOBILES . . . 1 r. lined interv ievv ei s fioni an independent testiiiR institute conduite<l this consiuner survey RivinR car owners a chance to discover the real values of Falcon. X'aiiant, Ohevv II, Hanihler, and (.'orvair. . . . When the results were tahidated thev showed 74.5' < rated \'alianf the best value. AMERICAN AIRLINES . . . There just .iren t thai ni.uiv fan jets around. Let's look at the jet fleet of the tiiree iaruest airlines in the countrv . This airline (I'nited has a total of eiuht fan jets. This airline iTW Ai has 2^1 fan jets . . . while American has (i-4, 41 mcire fan jets than huvIxhIv in tiie business. Wii M s I AM I KD oirr to ho cbiim U> sril a |)riKlnc-t via tclrvision. in MIMIC i'.iM's have ttiriicd into appnuiclifs t«> "iin.srH" the comiM'tf lidii. kiKK'kiiiK c()iii|M*tiii)t prtxlucts i5i fair play, liowt-ver. if tlic claims are not unjust or inislcadiiii;, s.i\ induslr\ iiicii. lint network st.ind.irds cxrniti\t'S say frankly thry disupprovf. "It d<*j;rad«-s the advrrtiscr and mitigates tlir positive asix*cts of the prodiKt." adds one tietwork «\<t iitJNr. "Ill n«-iu'ral. \vv deplore tlijs kind of advertising," says a spokesiiMii for another n<*t\vork. "It teiuls to damage all advertisinj;." ■■Taste and jnduinent" arc the Uuidelines. accordini; to Grace Johnsen, direitor of continuity acceptance at .\IU;. Thus, standards and interpretation vary somewhat. An\ strict written cckIc would be impractical. OiiK one iK'twork, NHC". has any written standards on this problem and the.se are vague. The National Association of Broadcasters Television (liKle is brief on the subject: ■'.Xdvertisinu copx should contain no claims dealing unfairly with competitors, competint; products, or other industries, professions or institutions. " III all cases, however, there is tluirounh research into cpiesticinable commercials. With the three networks and the N.\H wanting substantiation for claims, the chances are i^ockI that any false or misleading st.it<inenfs \s()uld b«> caught. Tin Ki'deral Trade C'ommi.ssion. the Ko<k1 and Dmg .\ciministration. as well as any other non-broadcast organi/ations. .ire not permitted by law to do an\ prior restraining but can take action after the commercial is aired. Tlie networks take on the responsibility of keepinq high standards. cNcn th(»ugh in the final analysis any legal action would be against the advertiser, and in some cases, the agenc> . The problem of superior claims forccxl networks to set up standards departments for radio before tA' c-ame on the scene. StrongK titive advertising was inti between 1926 and 1934. At that time so;ip products were beginning to use sujxrl.iti\«'s generously. Those detergent claims of whiter, brighter, and cleaner caused fits among the networks." according to Carl Watson, director of broadcast standards SPONSOR 7 ocTOBKR 1963 29