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IN REVIEW CONTINUED
SELL OKLAHOMA CITY WITH
CHOICE 60 SECOND AVAILABILITIES
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FULL POWER 100,000 WATTS 1,386 FT. ABOVE AVERAGE TERRAIN GEORGE STREETS, STATION MANAGER CHARLIE KEYS, SALES MANAGER
REPRESENTED BY BLAI R^^/^^ASSOCIATES ,
Page 18 • November 11, 1957
barbs, winced visibly, tried to repair the damage by insisting Miss Maxwell apologize and wish performer Crosby good night. She did, but not before adding, "I still think he shouldn't be on television."
BOOKS
THE CLOWNS OF COMMERCE, by Walter Goodman; Sagamore Press Inc., 50 Rockefeller Plaza, New York 20, N. Y. 278 pp. $4.95.
This is another of the currently fashionable broadsides — including not only books and articles but motion pictures as well — which have been bombarding, in satirical wrath, "the motives and morals of the professional persuaders . . . advertising executives, public relations counselors, promotion men, motivational researchers ... in every field." It shows no mercy to the adman: ' "The person who crams his soul into a tube of toothpaste is pathetic." It assails Billy Graham: "From the qualities which have raised him to his brilliant successes must spring his ultimate failure." It tunes out the nation's radio sets: ". . . soaked in a suffocating fragrance of camphor . . . camouflaged by dust on the high shelves of storage closets . . . [and] they deserve no better."
Some of what author Walter Goodman says is wise, some is true, much is wellwritten. But like many another intellectual debunker, Mr. Goodman cannot seem to distinguish between the symptoms of what he claims is a disease and the disease itself. He expels his contempt wholesale in one direction, failing to realize that it is difficult to consider a portion of the American social fabric without considering the whole, that dissecting one aspect of our society in comparative isolation is merely courting the superficial.
In refusing to clearly define their real target, to adequately channel and fully develop their often justified pique, Mr. Goodman and his fellow critics contribute to the confused sense of proportions which they so desperately deride.
THE BIG NAME, by William M. Freeman; Printers' Ink Books, Pleasantville, N. Y. 230 pp. $3.75.
Representing Printers' Ink Publishing Co.'s first venture into the popular field after long success in trade publishing, Mr. Freeman's volume gives a factual and entertaining inside look at one phase of the advertising world not too well understood — endorsements of products and services by "big names." A business and advertising writer for the New York Times, Mr. Freeman does a creditable job without resorting to the sensationalism employed by some other writers who have discoursed on the advertising world.
The Big Name traces testimonial advertising from the days when it was in disrepute (because not true) to the present when 8,000 celebrities have consented to link their names with products. Although specific media problems are not discussed, the book is detailed enough to serve the newcomer to advertising as a textbook on testimonial techniques and copy practices.
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