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Edwards & Hanly's image-creating spot opens with Great Dane introduction, followed by spokesman detailing the "watchful" services offered by the broker. A conference between broker and customer points up his message. E&H's 12 regional offices light up on an area map, and the commercial closes with the watchdog symbol. Photos supplied by Radio-Tv Reports
A watchdog joins the ^bulls' and ^
Brokerage house debuts on tv with new image; agency sees more securities firnns using video as competition for new investors heightens
■ The magnificent stalking of the Wall Street canyon by the Dreyfus lion is now sharing the tv tube with the noble stance of a vigilant Great Dane. The dog barks a "Watchful of Your Interests" slogan which is the theme of a new tv promotion by Edwards & Hanly, one of Wall Street's leading brokerage houses.
Through the Hedrick & Johnson agency, the Great Dane's imposing antics in the E&H commercials represents a further breaking down of the "lifeless" approach that has
too often characterized brokerage firm promotions. But the securities business still has a long way to go before shedding its "tombstone advertising" label.
Much of the difficulty in creating a distinct public image is the result of the financial industry's stringent self-regulation: advertising copy of all member firms (stock brokers) must conform to regulations, must be submitted to — and be approved by — the New York and/or the American Stock Exchange, the na
November 23, 1964
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