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2. Mother is so busy working for others she forgets her own health — she needs some such mild medicinal aid as the laxative element of bran flakes.
3. Mother loves her family so much she gives them only the best food — bran Hakes are the best breakfast food.
Some such framework within which to integrate the sales message would allow the commercial itself to pluck the same chords of self-s\ mpathx and admiring self-pity. The emotional continuity between plot action and commercial gives them a fundamental relationship. This relationship tends to give the commercial a personal emotional appeal that helps prevent listener antagonism, and under the best conditions actually promotes liking for both program and sales talk.
It is obviously of special importance that the major emotions being exploited at the breaks in a program where the commercial is to come be correctly identified. The plot situation at the break for the middle commercial in the Portia episode under analysis finds Portias husband Walter still away, but she will be tolerant if and when the guilty fellow returns.
Though Portia seems resigned, and Kathie is happy in her new home, Joan is faced with tragedy, which means tragedy for all. Kathie is looking forward to caring for her younger sister Joan and eventually for her baby. Joan is dreading what will happen if she lives with Kathie and Bill.
Psychologically, this situation gratifies the type of person who is inherently resentful and hostile, who takes secret joy in others' misfortunes. This is the kind of response that may operate largely, or even altogether, on the unconscious level.
At this stage, with the atmosphere charged with gloom) anticipation, the announcer counter-charges with a burst of happ) news: "So you've been thinking it's too bad the foods you eat for flavor aren't always good for you . . . think again . . . wonderful flavor and good for you . . ."
"This optimistic emphasis seems quite unrelated with the listener's current feelings.'" says the psychiatrist. "She has just heard that goodness brings sorrow and suffering; now she hears that goodness brings a wonderful flavor!"
The announcer goes on cheerfully : ". . . you're missing something if
Example
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For more than 27 years Gimbel Brothers, Philadelphia has sponsored the "Uncle Wip" program. For the past three years "Uncle Wip" commercials have been devoted exclusively to Buster Brown shoes . . . and Gimbel Brothers, Philadelphia, has become America's Number One outlet for Buster Brown shoes!
WIP
Philadelphia Ittisiv Mutual
Represented Nationally
i:i»\VAItl» PKTItV A 40
b JUNE 1949
39