Radio showmanship (Jan-Dec 1946)

MASTER NAVIGATION WATCH, showing itS sweep second hand. Through this a slide of a Flying Fortress was dissolved. This in turn was faded out as a man's wrist watch with sweep second hand was dissolved in. A voice off-camera noted: "21:30 bombing time ... 9:30 .. . home front time." A "BILLBOARD" COMMERCIAL IVeXT to the HAMILTON WATCH SpOtS and the documentaries, probably the most successful spot presented by WRGB was BBD&o's two-miniue rlackstone cigar commercial which included a War Bond plea. An official sat at an office desk. He looked up as the commercial went on the air and delivered a War Bond talk. As he finished, he reached into a well placed cigar box so that the name blackstone could be read, and took out a cigar, lit it and signed off. This is an example of the billboard or poster type commercial. RADIO TYPE COMMERCIAL When viMMS viTAMiN-mincral tablets sponsored Meet Miss Siihivays, the short opening commercial was read by the announcer. For visual effect a shot of a viMMS package was shown; then the cameras cut to a poster of Meet Miss Subways and the half-hour play was presented. The actual vimms commercial came at the end of the show and used two stage sets. One set was a druggist display of viMMs; the second set was a victory garden, with two women, one worn out and the other fresh. Again the slogan, "Get that Vimms feeling" was emphasized. The druggist explained about vimms and offered viewers free samples. IHE COMPTON agency did a series of interesting commercials at WRGB. In one of them, blond Yvettc was spotted in a 15-minute musical program for proctor 8c gamble's ivory SOAP. After her second nun»ber, Yvette actually sang a ditty in praise of ivory. In this case the singer instinctively knew how to sing a song visually and, consecjuently, could put oxer a television singing connncK ial. The te(hni(jue of incoi porating the commercial in the drama was employed by J. WALFER THOMPSON for the owens ILLINOIS GLASS CO., whcu Nancy Hamil ton's The Stoiy of the Opera starring Brenda Forbes was telecast at WRGB. Two sets were used, one a foyer entrance to the restaurant dining room, the other a corner of a dining room where the main action of the play occurred. The complete locale was camera established. When a friend was shown entering the foyer, the camera picked her up just as she was stopping to admire a glass display. The libbey GLASS commercial was then inserted in the form of a chat between the head waiter and the friend. After this bit the friend went on into the dining room and The Stoyy of the Opera continued. Opening and closing slides credited the program to OWENS ILLINOIS GLASS CO., makers of libbey GLASS. AUDIENCE SUGGESTION Here are some advertising pointers from television viewers based upon comments on commercials, that might prove useful guides in building future television commercials. Advertiser's message should be brief to be effective. Elaborate and time consuming sketches are irritating. Make them educational. Satisfactory if not blatant or not pointed at morons. "Corny" commercials are amusing if not repeated too often. They are terrible if OX) er done. Short, snappy, informative commercials giving useful information of a product appeal are acceptable. Emphasis by continual repetition of simple-minded phrases or stupid pictures will be horribly boring. Too much advertising done, too much repetition, too much extolling of virtues by announcer is bad. The actiu<^ makes so much talking unnecessary. A happy combination of funny, hilarious and serious, always on the wholesome side, is effective. A short simple announcement is better than a high pressure session. Short and amusing but not corny commercials are satisfactory. Comedy and educational commercials are best. 126 • RADIO SHOWMANSHIP