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hind their scenes, PetrofT says. This way, much time and money can be saved, and the settings, lightings and effects will be right.
Said Petroff: "You have to have an idea that will sell. Let's say you have this, plus a good script and storyboard. It's to be done in good taste, and somebody has to start the ball going. You know what is wanted. The Art Director steps in at that point."
Ill Animation: from Mickey Mouse to TV sales tool
(Lecturing: Mr. Jack Zander)
Animation has played a specialized and important role in motion pictures since the early experimentation days of 1909. With the coming of sound in 1928, Walt Disney's Steamboat Willie showed the tremendous potentials of animation. Today, TV is using more and more of the output of the industry's animators to sell products.
From the standpoint of client and agency, animation can offer much in the building of successful TV film commercials. However, animation — because of its laborious processes — can be very expensive, and no agency should rush into it without thinking twice.
Don't put animation films, however, in the same luxury category as silk shirts and caviar. Often, animation can do a job of selling that is easily worth the extra price. According to Transfilm's Jack Zander, animation "can be the ideal way to illustrate the TV version of a well-known radio jingle, like those of Pepsi-Cola, Chiclets. White Tower, Piel's Beer, and other TV advertisers. Animation can make well-known product labels, like the three-ring Ballantine Beer symbol, come to life and add punch to the sales pitch.
"Animation can help the TV viewer get inside an automobile carburetor, in a cut-away drawing, or any complicated piece of machinery to see and hear the selling points of why it works so well. Since it is limited only by man's imagination, animation has practically no limits as compared to regular 'live' motion pictures. It can portray the abstract, the humorous, and the 'nuts-and-bolts' ideas in TV selling when it's used properly."
Cautioned Zander: "Bear in mind that the only time animation is reallv called for is when vou have broad ac
NORTH CAROLINA IS THE SOUTH'S No. 1 STATE
AND
NORTH
CAROLINA'S
North Carolina
Rates More Firsts In
Sales Management Survey
Than Any Other Southern State.
Noll) SALESMAN
NBC WPTF
II WW • ALSO WPTF-FM •
More North Carolinians Listen
to WPTF Than to Any
Other Station
50,000
WATTS
680 kc.
AFFILIATE for RALEIGH, DURHAM and Eastern North Carolina
NATIONAL REPRESENTATIVE FREE & PETERS, Inc.
in total share of Washington audience
RhymalineTime.featuring emcee David Andrews, pianist Harry Jepks and KMBC-KFRMs celebrated Tune Chasers, is one of the Heart of America's favorite
Ask your Blair man for the whole story
•Pulse May-June, 1951
morning broadcasts. Heard each weekday morning from 7:30 to 8:15, Rhymaline Time is a musical-comedy program that pulls more mail than any other current "Team" feature.
Satisfied sponsors have included, among others, Katz Drug Company, Land-Sharp Motors, Jones Store, and Continental Pharmaceutical Corp.
Contact us, or any Free & Peters "Colonel" for availabilities!
KMBC
of Kansas City
KFR
for Rural Kansas
13 AUGUST 1951
77