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Continued
front
page 10
Which can command more identification with the folks at home, Olive Oyl or Mrs. Ralph Kramden? And who is more realistic in the role of White Knight — Prince Valiant or Hal March?
The intimacy of television is caused by its believability, by real people actually moving and talking, even as you and I. To this must be added good concepts, sound plots, honest dialogue — not easy things to come by, for sure, but once achieved whether the series be a Robin Hood or a contemporary one, it lives and breathes and mirrors life to the greatest degree yet achieved in mass communications.
So in my humble and biased opinion, Fellers, I think you stuck your necks way out inviting comparison with tv on grounds such as these. Which brings me to Point Two in the tract, another article of recent vintage which bears on this same thought and appeared in the New York Times magazine section where a gentleman saw fit to print the news that television "advertising with a touch of wit is gaining rapidly in a world overrun by the loud, hard commercial."
In the first place the "loud commercial" is seldom seen or heard in television. The decibel count of tv copy is about one-third that of radio for the simple reason that video so overpowers audio. Secondly, if by "hard commercial" it is meant one that employs the most direct advertising techniques such as demonstration, problem-solution, testimonial, etc., our author is as wet as a small mouth bass. These are still the most successful advertising methods.
The examples of the trend to animation, listed in this article, are of the Grotesque School upon which I have commented before. In contrast to all the art work whimsies which appear in television today, I submit the straightforward unabashed copy used by Revlon. By the standard of salesability these so far outrank any others in the business that they defy comparison and the only animation which ever appears is a simple diagram showing how Clean and Clear gets five layers deep into the skin. In place of Bert and Harry they've got Hal and Evelyn and Barbara. * * *
Letters to Bob Foreman are welcomed
Do you always agree with the opinions Bob Foreman expresses in "Agency Ad Libs?" Bob and the editors of SPONSOR would be happy to receive and print comments from readers. Address Bob Foreman, c/o SPONSOR, 40 E. 49 St., New York.
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