We use Optical Character Recognition (OCR) during our scanning and processing workflow to make the content of each page searchable. You can view the automatically generated text below as well as copy and paste individual pieces of text to quote in your own work.
Text recognition is never 100% accurate. Many parts of the scanned page may not be reflected in the OCR text output, including: images, page layout, certain fonts or handwriting.
in
AS VIEWED BY OUR WASHINGTON NEWS BUREAU
Advertisers setting up costly layouts or broadcast commercials for a manufacturer's new-season line regretfully bypass the picture size in national advertising. Even the asterisk and footnote tactic add to the general "clutter" and detract from the artistry.
Retailer spokesmen said they have found the customer indifferent to the fuller-explanation Jargon. In oral selling, the "overall diagonal" and square-inch area are never even referred to.
FTC's Industry Guidance Bureau director, Chalmers Yarley, and Paul Butz, chief of Trade Regulations Div. , were not too much iitpressed with advertiser and consumer aspects of the industry argument.
But the hearing's presiding officers did seem dismayed at the description of how the new numbering would mean a revamp of all tv set manuals, manufacturer and designer specifications, and a wholesale confusion in tube replacement. A picture tube referred to in a parts manual now, as 2IAMPI4. would have to replace the first number with 19. Industry estimated 10 to 15 years before a changeover in tube number designations could be absorbed here and abroad.
Industry guidance chief Yarley suggested that perhaps the new figure could be inserted to appear with the old in manuals et al — but the suggestion was halfhearted.
Advertising became the chief target again when Mrs, Sara Newman of the National Consumers' League spoke. She was worried about increasing "fuzziness" given the old-fashioned, rigid measurement standards by advertising lingo such as "big gallon." She said tv set advertising is another step in making measurements seem larger than life.
EIA has asked point blank for permission to refer in advertising and elsewhere to set sizes as current trade practice has developed them. A 19-inch set could be advertised just like that, or even as "19" — without qualifying measurements to burden and confuse industry or consumers who are oriented to this familiar shorthand.
FTC record remains open on this rule-making to Nov. 10, the presiding officer mentioned several times. FTC seems anxious for further suggestions — and possibly a graceful way out of this maze.
More name trouble is coming up in other areas t FTC is going after "misuse" of the word "automatic" in sewing machine advertising. The commission fears consumers will figure an "automatic" machine will run things up by itself. This is an oldie — comment deadline is Nov. U.
The FDA is thinking of uniform labeling and perhaps standard names for each type of fruit drink currently called "punch," "nectar," "juice drink," et al. The alluring monicker may go out, so the consumer can know the exact water content. Record is open on this to Dec. 1, I96U.
14
SPONSOR