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verts could get away with. For a time it shaped up, if that's the phrase, as a race to the female navel. Finally a night club singer, Marilyn Ross, showed in a gown cut so low as practically to eliminate the whole central panel. That may have been the highdow of the plunging neckline.
Some eyebrows in the trade are up more or less all the time at TV's tolerance of "swish" routines and impersonations. They think that's going too far, projecting a special brand of big city tenderloin into the family circle. Other observers are more relaxed about the "swish" stuff, think it will be interpreted as nothing more than spoofing of sex characteristics. As to that we shall see what we shall see. In passing, some effeminate actors with chums among effeminate casting officials have been given jobs as toughrough gunmen. Charming fellows and talented actors, they just couldn't roar like lions. They showed their fangs all right, but it came out like a petulant pussy. This was a net deduction from TV dramatic realism.
More familiar to the advertiser is the menace of the "Pitchmen in the Parlor." This has been pretty bad during the season now ending. The shill game moved into video with enthusiasm. Here was a dreamy contact with soft touches. All sorts of overpriced knick-knacks and plastic junk have been unloaded on the set-owners by pitchmen making hay While the kleig-sun was allowed to shine upon them. Better Business Bureaus and other bodies dedicated to consumer protection are now alerted to the pitchmen and they will have to stop abusing the privilege. Here again the parallel with early radio history is obvious.
TV shares something else with radio, the rapt fascination of a loyal audience of kids. These kids present to the advertising mentality an attractive lever for moving coins out of papa's pockets and mama's purses. The temptation is apparent. So are the dangers of a bad reaction. Typically this sort of copy leads straight to trouble:
"Guess that dad of yours is the best old dad that ever was. Guess he knows what you think of him. Guess he wouldn't begrudge you a little old 500 piece to send us for your genuine mimeographed affidavit making you a member of the Boy Detectives Guild. . . now here's how to send us that little old 50(* piece. . . ."
BEFORE YOU DECIDE ON YOUR FALL SCHEDULE
in the
DETROIT
Area
See How Much
MORE
You Get Using
CKLW
with its
50,000
watts!
If your product needs more sales and more dealers ... if you want to look at a climbing sales chart in the productive Detroit area, use CKLW. — your sales message will get the power of 50,000 watts day and night ... a middle-of-the-dial frequency at 800 KC! And, since we're constantly AGAINST the high cost of selling, you get this complete coverage at the lowest rate of ANY major station in this market.
GUARDIAN BLDC. • DETROIT 26, MICH.
/. E. Campeau, President Adam J. Young, Jr., Inc., National Representative
50.000 WATTS • 800 KC • MUTUAL
24 SEPTEMBER 1951
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