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Believing? Products in TV Commercials mixes steak gravy with the product before pointing a hungry dog at it. Another rubs raw hamburger on Ro¬ ver’s dish. One lipstick supposedly impervious to osculation “isn’t good, photograph¬ ically,” an agency man explained. “You have to use theatrical lipstick, which is greasy, to have your model look pretty. Well, when we had the account, we gave the model a red- tinted cup to drink from and the camera couldn’t pick up red-on-red.” To show the durability of nail pol¬ ish, the model begins coating the nails of one hand several days ahead. Just before the telecast, polish is ap¬ plied to the nails of the other hand. Remover easily wipes off the single fresh coat and has little visual effect on the multi-coated nails. The things they get in their hair annoy models for shampoo commer¬ cials. For one, the model’s hair is parted in the middle and one side is shampooed with the sponsor’s prod¬ uct while the other is washed with Product X. The sponsor’s half is ac¬ tually shampooed and set at a beauty parlor. Powder, dirt and other dull¬ ing matter is dusted on the X side. On film, hair sequences are shot backwards. Expert coiffeurs set the hair and the result is photographed with extra spotlights beamed at the coif to highlight it. Then the model shampoos or curls her hair for the camera, but the viewer is shown the first operation last. A cleanser supposed to clean wood¬ work with one wipe did so on a com¬ mercial because a door was soiled with vegetable dye and the rag satu¬ rated with cleanser was also loaded with bleach. Floors are “dirtied” with poster paint, easily wiped off. That leaf of tobacco dangled on a commercial won’t smoke aromatically, unless you savor the flavor of burn¬ ing rubber. A real leaf of cured to¬ bacco couldn’t take that handling. The wide swath mowed through a heavy beard by a sponsor’s razor is pre-cut and camouflaged. Each agency has its own way of staging commercials. Take the case of beer. Bottles are opened, then lightly recapped so that the announcer won’t have to struggle and maybe shake up the brew. One agency man said he discovered that beer at 52° will pour perfectly. Another agency prefers to use warm beer. For close- ups, to show carbonation action, gin¬ ger ale may be substituted. Announc¬ ers on salt-free diets can’t drink the beers with less sugar content if there’c a close-up: a pinch of salt is used to produce the right rise. All this is done, understandably, to dramatize a product’s good points so viewers will try it. After that, the proof of the pudding is in the eating —with real whipped cream, of course. 19