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Kadio Parade of Mannequins
Radio Series Tied-in With Window Display Campaign Latest Broadcast Effort of Whipple's Ladies Ready-to-Wear Store
FOR a ladies' apparel department store, Whipple's, on Main Street in Salt Lake City, U., the KDYL program the Parade of Mannequins is an innovation in the treatment of fashion copy for radio.
The program is closely tied-in to the window display campaign of the store. The front windows have six mannequins in them, and the windows leading to the front door have an additional four. For the promotional pinposes of the radio program, the six mannequins of the front windows were selected and given names.
WEEKLY STYLE SALON
Each W^ednesday evening their apparel is described o\ er the radio. The supposed setting of the program is a style salon. There is a musical backgroiuid and a woman commentator who gi\es an eyewitness account of the clothing worn by each mannequin as the mannequin supposedly parades across the stage.
Ihe last of the six is highlighted in detail as though she were appearing as tlic fashion pre\ iew model.
The style show ends with the mannequins walking off the stage to return to their place of honor in the store windows. Ihe next day a placard appears in the window bearing the name of the fashion preview model: "Marie, from ihe Parade of the Mannecinuis, KDYL, 9:15 Wednesday evening."
MUSICAL BACKGROUND
The following week ^vheu the windows are redressed, anollur mainiecjuin with a different name is highlighted in tiie iasliion preview portion ol ilie paiade.
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• Mrs. Zelda Whipple Morris (right) checks over copy for her Parade of the Mannequins radio show with Betty Haskell of KDYL.
liii pail of the piogram not dexoled to ilic acluai parade consists of bright ciurent nuisical selections; two building iq3 to the j^arade which is, of (omse, the ( limax. A short nuisical number after the parade fills the bill as the pay-off.
The opening commercial, inserted after the first musical selection, is institutional and the closing commercial is merely an inxitation to return to the style salon the next week.
RADIO SHOWMANSHIP