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you aren't eating America's favorite bran flakes cereal."
The Attitudes analyst concedes the suggestion that the listener i> missing something i psychologically good. But it correlates w itli the wrong idea. Portia and Juan arc indeed missing sonic thing their husbands. The listener identifying herself with Portia and Joan will not he consoled h\ the implication that hran Hakes can make up for the hiss of a man.
The repetition that life i swell when
you keep well mocks the undeserved struggles of Portia and to a certain extent the housewife's own experience. Many who hear this are having difficulties due to their own emotional conflicts, rather than ill health.
To correlate the commercial with the feelings of dire anticipation, the commercial should predict troubles (gastronomic and otherwise I which the listener can avoid by using hran flakes. Or to reassure the listener that she's not actually enjoying the con
{ WHHM
is happy to announce the appointment of
j INDEPENDENT METROPOLITAN SALI
;s*[
AS
NATIONAL SALES
REPRESENTATIVES
1
lia*
*INDIE SALES
• JACK KOSTE. President
55 West 42nd Street New York 18. N.Y. LOngacre 3-6741
• JACK MULHOLLAND, Manager
75 East Wacker Drive Chicago, Illinois ANdover 3-7169
WHHM
INDEPENDENT — BUT NOT ALOOF MEMPHIS. TENNESSEE
Patt McDonald, Manager
templation of impending tragedy, the commercial can praise the housewife's loving kindness — as illustrated, of course, by serving bran flakes.
The announcer can give the sales talk without disrupting the listener's pleasant identification with the program, according to the Attitudes theory, because the emotional connection between commercial and program is on the unconscious level.
But a character in the soap opera, >a_\s the Attitudes psychiatrist, can not speak for the product without tending to destroy the illusion of being Portia, for example. But in programs featuring such personalities as Arthur Godfrey, or women mc's of the typical women's participating program, who deliver the commercial, the case is different. They are "playing themselves." To recommend a product they have used is in line with the feeling for the "character."
Integrating something like a piece of jewelry into the serial storyline in preparation for offering a replica of the item as a premium later on to listeners is another way of making emotional highlights of the story back a sampling of the product advertised. In
NO GUSH.
NO MUSH,
NO BLOOD.
NO THUNDER.
NO COMMENTATORS.
NO ANALYSTS
But Lots of
GOOD MUSIC!
and lots of
GOOD HOOPERS
•
Ask Jack Kosle in New York, or Jack Mulholland in Chicago
KITE
SAN ANTONIO
1000 Watts at 930 on Any Dial
represented nationally by
INDEPENDENT METROPOLITAN SALES
40
SPONSOR