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Word: adding (lookup in dictionary) (lookup stats)
Dates: during 1960-1969
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Usage:

...identifies with the characters who for once look almost like real people fat, scrawny, drab, sassy, ordinary. He is caught up in a Jell-O ad, in which a snatch of conversation and a glimpse of beaming faces around the dinner table capture the mood and moment of a young soldier home on furlough. He is washed in nostalgia as a Kodak spot scans a lifetime by focusing on a greying couple as they rummage through old snapshots. Says Adman David Ogilvy: "The consumer isn't a moron she is your wife." Adwoman Mary Wells, president of Wells, Rich, Greene...

Author: /time Magazine | Title: Television: . . . And Now a Word about Commercials | 7/12/1968 | See Source »

...Currently the best example of this type is the ad in which a blonde looks straight through the camera and coos, "Take it off. Take it off. Take it all off!" while the music rips through a bump-and-grind melody. Of course she is really talking to some guy shaving with Noxzema, and she is referring to his beard. At first it seems wrong. Isn't it the man who is supposed to shout: "Take it off"? But in an instant, the reversal of roles becomes rather charming and even sexy, which is more than can be said...

Author: /time Magazine | Title: Television: . . . And Now a Word about Commercials | 7/12/1968 | See Source »

...years ago, Chevrolet displayed a car atop a spire-like butte in the Mojave Desert. Ah so, said the Toyota people, and right away they airlifted their sedan to the top of Fujiyama. Now in what promises to become the acrophobia sell, there is a new hair-coloring ad showing a girl atop another outcropping in the Colorado high country declaring to the world that "New Dawn sets you free...

Author: /time Magazine | Title: Television: . . . And Now a Word about Commercials | 7/12/1968 | See Source »

...script is then delivered to a production group usually an independent agency. In the casting process, actors are chosen for the "authentic look," Jack Gilford, for instance, seems typecast as the conniving Cracker Jack addict, and Lou Jacobi looks every bit the beleaguered traveling salesman in a Hertz ad. Narrators Ed Herlihy for Kraft Foods and Alexander Scourby for Eastern Air Lines are prized for their ability to project "appetite appeal" and a "prestige sound." Just as important is the preparation of catchy music, which may even become a bestseller on the pop charts, as was the good fortune...

Author: /time Magazine | Title: Television: . . . And Now a Word about Commercials | 7/12/1968 | See Source »

Saturday Jungle. While a TV series films an average of ten minutes worth of script in one day, the shooting of a 60-second commercial often takes two or three days and can run through 25,000 ft. of film to get the final, worthy 90 ft. For an ad introducing Mattel Toys' new Bathhouse Brass line, a film crew covered 1,000 miles to shoot in eight different locations. The spot shows a parade of kids cavorting across sand dunes and careering down slides while madly blasting away on their plastic "brassoons," "toobas" and "floogle-horns." A kind...

Author: /time Magazine | Title: Television: . . . And Now a Word about Commercials | 7/12/1968 | See Source »

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