Sponsor (July-Dec 1952)

ample: the "jet-atomized" soap, which he thinks is downright silly. In fact, the more he likes the program, the more he complains about the commercials. In general, the French Canadian must be respected as an individual before he can be sold. A Radio Executive {French ) Montreal 3. Don't exaggerate. The French Canadian is individualistic. Its hard to get him to think as the mass thinks. He's quite independent, a hard man to get at, not an easy man to change. But if you once win his support, he'll stick by you. Religious appeals don't work. The French Canadian prefers that you keep his politics, his religion and his antecedents out of it. But he loves a good story. Just talk to him in his own language. This is vital because although 75'/< of the people in Montreal may speak Fnglish. the figure won't stand up outside Montreal. In Quebec City it's not over 20%. And though the French Canadian may speak English all day in business, once he's home he speaks French. Remember: French children don't start studying English until fifth grade— when they're 11. They then continue it through high school. Classes at the University of Montreal are all in French, except for engineering and other scientific courses. At McGill all classes are conducted in English. Give your Canadian agency a lot of latitude in adapting your message or program for the French market. It's just not possible to take an American soap opera and translate it; you got to twist and bend it to make it acceptable to the French. The same is true of commercial copy. You can't say things as sharply in French. The American agencyman is proud of his coined words. Some of them say we're not as brilliant in French, but good French is using words simply and tellingly, not slang. Wilfred (Wilf) Chakland, Vice President McKim Advertising, Ltd., Montreal 4. You'll be able to reach more French Canadians in the fall. The French Network will be extended from New Brunswick to Alberta with four sta tions in the Prairie Provinces and two in Ontario added to the present 15. There's only one hitch: The Massev Commission recommended against the extension of commercials on network radio. As a result, we have reached the saturation point and have no more good shows for sale. In fact, we would prefer to drop one or two sponsors and keep their program period on a sustaining basis. Most popular programs over the French Network are: Lever Bros.' Un Homme et Son Peche, the old perennial: Metropole, a night time P&G soap opera (we have a dozen of them, all popular) ; Radio-Carabin, sponsored by Canadian Breweries, a variety show featuring a sophomoric university student; Le Theatre Lyrique Molson I Molson's Brewery!, which features capsule operas, and hocke) broadcasts. Our most distinguished programs are Radio -College, a series of educational broadcasts on history, biology, science, drama, etc.. October through April; Nos Futures Etoiles, similar to Singing Stars of Tomorrow and called "No Future at All" by ToI Please turn to page 109) is there any difference between a French and English commercial? it takes the French longer to say the same thing, says Cockfield, Brown & Co., Ltd., which offers this Sweet Caporal TV commercial as an example: Group: Square Dance Tonight! With a one and a two and a do-si do . . . Grab your partners — let's go! Miss Sweet Give your partner a cigarette, do your set j Cap: a favour Now, circle 'round and take a bow for that wonderful Sweet Cap flavour. Offer a light, one to the other, watch that happy smile — Sweet Caps are always fresh! Sweet Caps are always mild! Take a turn, around one another . . . hands up in the air, Noiv relax and have a smoke, Sweet Caps banish care! Voice: She prefers Cork Tips — Boy : It's a plain end for me — Miss S. C: Just as ,onS "s they're Sweet Caps, on that they both agree — Miss S. C. : '"'' you'll agree that Sweet Caps are a (Spoken Graup: mild cigarette. Sweet Caps are rolled fresh ! — Sold Fresh ! Yes — only a fresh cigarette can be truly mild. And, Sweet Caps are always truly fresh! Sold fresh in the attractive white package for the plain ends — Or, the appealing red package for the Cork Tip. Cork Tip — or Plain— smoke Sweet Caps! Groupc On danse ce soir! Et de un, et de deux, et de un. deux, trois. . . Tons en place, on y va! Miss Sweet Presentez une cigarette — mais settlement la Cap: , . rneilleur'— Fait' la chain' et saluez de la Sweet Cap la douc' saveur. Allumez tous a la ronde, soyez tons joyeux, Une Sweet Cap douc' et fraich', voild c'qu'il y a de mieux. Tournez, tournez les danseurs, Chantez tous de joie. Car la Sweet Cap est si douc. chantez le maint' fois. Voix: (parle) Son choix . . . les bouts de liege . . . Carcon: Pour moi . . . les bouts unis . . . (parle) Miss S. C.: C'est en jumant une Sweet Cap qit'on dei parle1 vient bons amis. Essay ez la Sweet Cap . . . la plus douce des cigarettes . . . La Sweet Cap est toujours . . . si fraicheOui, settlement une cigarette fraiche peut etre vraiment douce, Et les Sweet Cap sunt ton jours t raiment trait lies! Les Sweet Cap sont vendues dans un attra yant paquet blanc ou paquet rouge pour les Sweet Cap a bouts de liege. Groupe: Quel vrai delice qu'une Sweet Cap!'. 'chante) Groupe: On danse ce soir! Miss S C ' Tous en place . . . on y va! Presentez une cigarette — mais settlement la rneilleur — Fait' la chain et saluez de la Sweet Cap la douc saveur. Allumez tons a la ronde, soyez tons joyeux. I ne Sweet Cap done' et trait he. voila c't/u'il y o de mieux.