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322 THE PROGRAM ANGLE repetitious narration or illustration and indifferent production. ( If film is used there is no excuse for indifferent production since perfection should always be assured by reshooting until it is ob- tained.) Third person and baby talk "cute" types of commercial are also, generally speaking, very bad irritants. The question of format of the commercial is one that is still being argued. Audio-video balance is the subject of many a long discussion. A number of experts in the field assert that since tele- vision is a visual medium, vision should be used in the presentation of its message and maintain that a ratio of 90/100 should be main- tained. This applies particularly to feature length films and shows rather than specifically to commercials. On the other hand, tele- vision is different from the theatre just as much as it is different from the movie, and its presentations are aimed at entirely dif- ferent groups of watchers with the result that strictly theatrical or movie rules cannot apply. The fact that the important time from the advertiser's point of view is the moment when the story ends and the commercial commences and is told to a group of two to five people means that they must be able to attend to the message even though they have gone to replenish beer mugs and sandwich plates. The other school, which is larger, says there should be quite a lot of audio appeal and message so that even though people are stretching and moving around the room they will still get the message. In either case the important thing is to get hold of the audience's attention by some means or another—it may be by an aural appeal to bring their attention back to the screen and then sell them on the screen. The balance between the two styles de- pends on the type of article that is being demonstrated. If it is easy to show in use and lends itself to demonstration, visual is obviously the better; on the other hand, if it is large, bulky, static, and needs a lot of explaining, more words must be used to in- crease the information available and thus the appeal. Identification really belongs with the foregoing inasmuch as it is tied in directly with balance and selling power. It is important that the sound or narration which accompanies the story is prop-