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Helnl Radio-Television News Service
11/22/50
MRS. R. CONTRIBUTES TO 2ND CHILD AD; CALLED FIRST "HORRIBLE"
Although expressing the utmost disapproval of the first of the series of articles apparently Intended to high pressure the sales of television sets to children by the American Television Dealers and Manufacturers just before Christmas, calling it "horrible", a testi¬ monial from Mrs. Franklin D. Roosevelt appeared in the second of the series which came out in the newspapers of Tuesday (Nov. 21). Mrs. Roosevelt previously had said she had ordered the use of her name withheld from the advertisement pending approval of the context in which it was to appear.
Mrs, Roosevelt’s endorsement appeared in the same spot as that of Angelo Patri last week, along with her picture and under her name as United States Delegate to the General Assembly of the United States which read;
"To me television offers a magnificent opportunity to in¬ crease the education which we make available to the children of today If parents will supervise carefully the type of show and the time spent by children watching television, they can see the best that television has to offer, which can bring much enjoyment and much that will be valuable in their education. Of course, I am a firm believer in the supervision of children's reading habits,, and now that we have television, I think that the same thing should be true for television. It is a parent’s duty to see to it that the children get the best in television entertainment and education. "
The rest of the ad was considerably toned down from the first and would hardly be recognized as a part of the series if one didn't know about the rumpus earlier installment had raised. The mention of children is almost avoided except in pictures and captions which did in telling the story. Titled "You’d Give Them The World If You Could • — This Christmas You Can", "them" is supposed to refer to the children. Then follows the test which reads, in part:
"For your family, Christmas 1950 can he the most wonderful Christmas ever ... or ever to come.
"For never, before television, could you give your loved ones all the whole wide world ...
"the exciting world where history happens every day before your eyes
"the world of adventure, where a little girl can be a princess, and a six^year-'Cild boy can tame the West on horseback
"the world of knowledge, where learning is fun, and no one wants to ’play hooky’"
The concluding slogan is "Television May Never Again Cost So Little".
S. J. Schwinn, Chairman of the Executive Committee of Ruthrauff & Ryan, Inc., advertising agency, pointed out that the former First Lady's statement already had been used "at least a dozen times" In spot radio announcements throughout the nation as part of
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