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tested a commercial in which a pretty scantily-dressed model stood before his product. Viewers naturally did not object to the commercial, but few of them could remember what the spon¬ sor was trying to get across. Accord¬ ing to Schwerin, viewers paid too much attention to the model. The at¬ tention-getting device worked so well that the advertiser’s message was lost. Schwerin’s tests have proved that politeness can pay off in a TV com¬ mercial. Two commercials produced for a headache remedy illustrate this point. In one, the main character bumped into a stranger on the street and was extremely rude to him. In the second, he also ran into a stranger but apologized politely, explaining that his head ached so badly that he Shapely girls in bathing suits are always lovely—so lovely in fact that sponsors found they entice the viewer's eye and mind away from their sales message. Politeness pays off in commercials, too, although sometimes the viewer might not believe it. Here, a man suffering from a headache, is rude to a bystander. hardly knew what he was doing. Be¬ cause the main character in the sec¬ ond test was a nice guy toward whom the viewer could feel sympathetic, it was found to be 80% more effective than the first commercial. To date, Schwerin has conducted about 1400 tests, each about two hours in length. And while it’s difficult to generalize on the results, a number of points have been observed consistently enough to make them general prac¬ tice for sponsors. One point fairly well proved is that repetition helps the viewer remember the product. If you are fed up with the product claims pounded at you again and again don’t worry about it. Perhaps your irritation is just what the sponsor wants. Covering up the girl means uncovering the sponsor's product to average viewer. This is one of the facts of TV ads the Schwerin group learned in the tests. In this commercial, the hero, although his head is still pounding, is polite. Schwerin found reaction to a polite pitch is much more effective than a rude one. 19