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Will Film Take over
the Television Commercial?*
BY JOSEPH A. MORAN
YOUNG AND RUBICAM, NEW YORK 17, NEW YORK
PEOPLE IN THE ADVERTISING RusiNESs are convinced that the amount of film used for television commercials will be determined largely by the way film does its job. Any commercial is supposed to sell goods, and to sell goods over television, many of the same things are done that sell goods over the counter or from door to door or over a desk. As many contacts as possible are made with prospects. They must be interested in what a product can do for their welfare. Show them the product. Demonstrate the way it works. And if possible, try to make friends while doing this.
The interest in television at present is so great that probably it is easy to make contacts with prospects. But unless television commercials start with good showmanship, the very intensity of interest may work against them.
When the commercial flickers on, that CAN be the cue for Dad to tell Mother about the funny thing that happened to him on his way to the office — or ploughshed — today — or for sonny to sneak the dial over for a minute to see how Cassidy is hopping along — or even for someone to leave on an errand. So it helps if the television commercial flows smoothly into the program.
For instance, most people would agree that film gets a black mark when the quality does not even remotely resemble live camera pickup. That tips off the commercial and cuts down listening and viewing. Also, the quality is often worse, and something, maybe the film projector, sometimes causes electrical differences that seem to throw off the pattern on the viewer's set.
Of course, these technical matters, such as contrast and density, should be studied carefully by experts if advertisers will continue to use film commercials.
Skillful leads into a commercial and a good commercial itself are
* Presented April 4, 1949, at the SMPE Convention in New York. 120 AUGUST, 1949 JOURNAL OF THE SMPE VOLUME 53