Sponsor (Oct-Dec 1964)

T Esther Peterson Defends Views Before 4 A Presidential assistant calls regulation; critical in areas New York — Esther Peterson, President Johnson's controversial special assistant for Consumer Affairs, last week had both houqiiets and brickbats for the advertising industry. Speaking before the eastern annual conference of the American Assn. of Advertisers, Mrs. Peterson pointed out that she has praised advertising in the past "for the high degree of self-regulation it has imposed upon itself over the years." What industry, she said, has anything comparable to the 4 A's Interchange — where the commercials and advertisements of some of the nation's largest advertisers come under the continuous scrutiny of their peers? Although citing advertising's contribution to the society, Mrs. Peterson declared: "It is not my intention to leave you with the impression that everything I have said about advertising has been praiseworth. It has not." Mrs. Peterson continued: "I have objected to some aspects of current advertising, and I have stated my objections in no uncertain terms. Generally this criticism has been in two areas — the area of claims and of taste." Pointing out that in the area of claims, her critics have accused her of advocating full disclosure, the Presidential assistant said: "Frankly, I don't know what they are talking about. I have never mentioned the words 'full disclosure' in relation to advertising in general. I have stated that there should be New Sales Records For NBC Radio New York — NBC Radio reports a 22 percent increase in new and renewal business for the three month period ending Oct. 21, representing a record $6,519,000 in sales. The figures, according to Robert G. Baal, director of sales, NBC Radio Network, mark the continuance "of a sales trend that began in April." for increased selfof taste and claims full disclosure in relation to finance charges on loans. I have stated that there should be as much information on packages as is necessary for the consumer to make a wise decision — and I have supported, in principle, legislation directed toward these problems." Arguing that advertising should avoid the ambiguous, and present its messages in an honest, clear and comprehensive manner, Mrs. Peterson declared: "Nobody expects an advertiser to tell all there is to know about a product in a 15-second television commercial. But, consumers do have a right to expect that each commercial will add to their stock of knowledge, and that within an advertiser's over-all program — in newspapers, magazines, package inserts, labels and radio and television commercials — they can find the information they need to shop comparatively and to make rational choices in the marketplace." Sounding a call for stepped-up self-regulation, Mrs. Peterson told her 4 A audience: "Don't hold back just because there may be legal problems that have to be worked out. The federal anti-itrust agencies have established clearance procedures through which your proposals can be submitted in advance — and you ought to take full advantage of them." Turning to the "great 'gray area' of taste," Mrs. Peterson cited what she called a consumer "revolt against humbug." "When advertising arouses the resentment and contempt of people — as some advertising does — eventually indifference sets in," she explained. "Your own 4 A study shows that this danger exists." It may be that we are raising a generation of Americans who are developing defenses against advertising and may become immune to it, Mrs. Peterson observed, stressing that "for any group with enormous powers of communication, there is a mandate not only to shov/ people how to live better — which advertising does quite successfully — but also to present a realistic and constructive view of American life. The two are not incompatible, but they can be divorced and sometimes are divorced by the foolish images of American life that often appear on television screens and in the pages of newspapers and magazines." r McCabe of Scott Paper Elected ANA Board Chairman Hot Springs, Ark. — The Assn. of National Advertisers last week elected their new slate of officers. Thomas McCabe John Hunter Thomas B. McCabe, vice president for marketing and a member of the board of directors of Scott Paper Co., takes over as chairman of ANA's board. John B. Hunter, Jr., director of marketing services, B. F. Goodrich Co. is the new vicechairman, and Peter W. Allport, ANA's president for the past four years was reelected. Elected to serve on ANA's board at the 55th annual meeting of the association were: John R. Bowers, director of advertising and sales promotion for the Ford Motor Co.; Leslie C. Bruce, Jr., vice president for advertising and marketing research, Purex Corp., Ltd.; J. Edward Dean, director of advertising, E. I. du Pont de Nemours & Co., Inc.; A. H. de Grassi, director of advertising. Kaiser Aluminum and Chemical Corp.; Daniel Ladd, vice president-advertising, P. Lorillard Co., Edward S. McKay, managermarketing consulting service, General Electric Co. November 16, 1964 21