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Here is a portion of a typical plug delivered by Carol Brooks, the "Saran [Wrap Girl" who appears in all the product's film commercials (as she talks, she demonstrates) :
Saran Wrap lets you prepare a sum\mer supper or even a picnic ivay ahead of time. Just watch how this magic food \ivrap clings to form a tight and moisture-proof cover that keeps meats fresh pnd flavorful. And Saran Wrap is crystal clear, you wont have to search for the sandwich you ivant. Why you can even slice tomatoes ahead of time. No leakage can get through to spoil anything.
Saran Wrap checks food odors, too. Now you can safely pack strong cheese, even onions right next to cottage cheese. So buy a roll of Saran Wrap in this blue and yelloiv box at your favorite food store.
The commercials are adapted to the type of program on which they are run. On the afternoon Kate Smith *tanza, a straight "kitchen pitch" by the Saran Wrap Girl was used. But on Saturday Xite Revue, the one-minute plug started with a "comic problem situation" in keeping with the comedy spirit of the program, in order to hold onto the audience which otherwise might take a "commercial break." One commercial showed a helpless husband who had promised the little woman he would put away the leftover food from dinner. He shuffles into the kitchen, looks with horror at the endless array of uncovered bowls. Awkwardly he places a piece of paper on top of a bowl, stretches a rubber band for the purpose of securing the paper on the bowl, but the rubber band breaks with a loud twang. The voice-over announcer says. "There must be an easier way . . ." and the Saran Wrap girl appears and says. "Of course there is . . .' and proceeds with a brief spiel.
The commercials on the Medic showhave no "kitchen selling" at all. In keeping with the dramatic mood of the program, the films are in the "spotlight" or "limbo" technique in which all objects are seen on a black background. The only human things which appear are hands which hold Saran Wrap and set it down next to p rewrapped items. A voice-over announcer does the talking. This approach focuses complete attention on the product and its uses, with no extraneous background to distract attention.
The key men at Dow Chemical who are connected with Saran Wrap and its
.4?U
a 200 mile wide
habit!
for nearly 6 years,WMCT Memphis
was the only TV station
IN THE MID-SOUTH
The habit of tuning to WMCT during that long period is one that is firmly fixed today among 285,737 Mid-South TV homes.
And WMCT on preferred low band VHF Channel 5, operates on a maximum 100,000 watts power from its "topper" tower of 1,088 feet.
is the only TV station
THAT EVERY TV HOME CAN GET IN THIS AREA
This means that WMCT delivers a better signal service ... a clearer picture over a wider area than any other Memphis TV station from 100 to 135 mile radius.
THE ONE TV STATION THAT SELLS ALL OF THE MID-SOUTH
WMCT
MEMPHIS'
First TV Station
NOW 100,000 WATTS WMC — WMCF — WMCT
MEMPHIS CHANNEL 5
Affiliated with NBC— Also affiliated with ABC and DUMONT
National Representatives The Branham Co.
Owned and operated by The Commercial Appeal
I
20 SEPTEMBER 1954
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