TV Guide (October 22, 1955)

WEEK OF OCTOBER 22-28 A few years ago the television indus¬ try was embarrassed by an advertise¬ ment, sponsored by the industry, which appeared in newspapers and magazines. The ad was addressed to parents, and pointed out that if you wanted your child to have what was best in life, you’d buy a television set. This was to be the first of the series, but the public reaction was so violent that the campaign ended abruptly, and the television-set people went back to selling sets, not snob appeal. Apparently, though, that experience did not deter certain sponsors of pro¬ grams from using the same sort of approach in their TV advertising. There is, for example, the shoe man¬ ufacturer whose children’s program is addressed to “club” members. All good members, the commercials stress, must have a new pair of the sponsor’s shoes for school. Then there’s the kiddie show for which viewers must buy a drawing kit. Most of the program involves drawing pictures on a special sheet of plastic that comes in the kit. Finally, there are a number of pro¬ grams, also addressed to children, featuring commercials that tell view¬ ers they can keep the program on the air only by buying more and more of the sponsor’s product. In many families, there just isn’t extra money available to buy a new pair of shoes, and a drawing kit, and extra food products. Adults can take TV commercials or leave them alone. But children are more sensitive. If they can’t participate, can’t meet the stringent requirements laid down by the sponsors of the shows, they feel left out, inferior to other children. Should television commercials be permitted to cause what amounts to a psychological conflict, even in only a small number of children? It is the industry’s responsibility to see that this does not happen. TV OUlDty Local Program Guide Opens Opposite Page 12 America's Television Magazine New York . 3 Hollywood .23 TV GUIDE EXCLUSIVE What Berle Didn't Tell . . 4 ARTICLES Playwright Turns Self-Critic __14 Will 'Second Year Jinx' Get Go bel? .16 SPECIAL FEATURE TV GUIDE Previews . 10 PICTURE FEATURES Mary Martin, Noel Coward Find A Nice Place To Work . 8 TV Insect Watchers' Guide .20 REVIEWS The Perry Como Show .18 Star Stage .19 COLUMNS Fine Tuning • By Ollie Crawford ..19 Confidentially . . . By Sheilah Graham .22 Cover Photo By Elmer Holloway, NBC Vol. 3, No. 43 • Oct. 22. 1955 Issue #134 Walter H. Annenberg, Editor Merrill Ponitt, Managing Editor Alexander H. Joseph, Associate Editor Horry Harris, Associate Editor Oliver H. Crawford, Programming Editor Michael J. O'Neill, Advertising Director Donald P. Kahn, Promotion Director Henry H. Oschay, Circulation Director James T. Quirk, Publisher TV GUIDE is published weekly by Triangle Publications. Inc.. 400 N. Broad Street, Philadelphia 1. Pa. Rlttenhouse 6-1600. National Advertising Office, 400 N Broad SI., Philadelphia 1. Pa. Entered as second class matter at the Post Office at Philadelphia. Pa. Subscription Rates: In the U. S. and Canada, 1 year $5.00, 2 years $8.00, 3 years $11.00, single copy 15c; In Pan-American Countries 1 year $7.00, 2 years $12.00. 3 years $17.00; In other Foreign Countries 1 year $8.00, 2 years $14.00. 3 years $20.00. Copyright 1955 by Triangle Publications, Inc. No material in TV GUIDE, includ¬ ing program information, may be reprinted without per mission of the copyright owner. Address subscriptions and changes of address to Box 8019, Philadelphia 1, Pa. Please allow four weeks for change of address.