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Alfred C. Chadbourn, who has been commissioned to paint portraits of tv personalities on Philip-Morris-sponsored shows, is an Instructor at the Famous Artists School in Westport, Conn.
Art — for the sponsor's sake
Philip Morris subsidizes portrait painting to strengthen identification with CBS-TV programs
■ A sponsor identification booster that worked just fine 500 years ago when the Renaissance got under way is being dusted off for the tv medium by Philip Morris. Here's the story:
James Bowling, assistant to the president of the highly diversified tobacco firm, Joseph F. Cullman, III, may not look much like Lorenzo de Medici, but a relationship exists.
In a new promotion and public relations project spearheaded by Bowling, Philip Morris has turned art patron, with a p.r. purpose.
Both Philip Morris and the noted artist involved in the project, Alfred C. Chadbourn, prefer to view the project — which involves painting portraits of the stars of eight CBSTV show series in which Philip Morris is a participating sponsor — as "part of a legitimate fine arts project."
Certainly, it's legitimate portrait painting; Chadbourn, currently with the Famous Artists School, is a firstrate talent who has worked with greats like Henri Matisse, Antoni Clave and Georges Braque, and held
Bowling and the artist chat informally with Jim
his first one-man show under the auspices of Jean Cocteau. Many of his best paintings are in museums and private collections.
But the motives behind the project are not free of all commercial taint, and for good reason.
In the trend toward network nighttime participation purchases, sponsor identification has all too often gotten lost in the shuffle. Victories have been achieved in terms of circulation and exposure, but the kind of sponsor identification Westinghouse and Philco had with their drama series, or Chevrolet has with Bonanza, happens only rarely these days.
Backus and Tina Louise of "Gilligan's Island."
Philip Morris may well have been thinking of the kind of sponsor identification it once had with the early version of / Love Lucy when it launched the Chadbourn project. Although the cigaret maker has committed a whopping $30 million for participations in an eight-program lineup, it's not likely to walk away with sponsor identification honors during the 1964-65 season.
There are signs, already, that the project will accomplish a lot more than simply make several Hollywood tv stars happy that they've got a Chadbourn oil to hang in the den. The project has been written up by three syndicated columnists, and
November 2, 1964
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