Word: adman
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...Manhattan's Bettmann Archive Inc., which has more than 5 million pictorial representations covering every subject from cave painting to moon walking, he had certainly called the right place. Did he want black and white or color? "I don't want the usual thing!" barked the adman. "How about a side view?" It was one of the few requests that the archive has ever been unable to fill...
There is nothing new about using sex to sell goods. Years ago, ads were featuring well-endowed young women sprawled across the hoods of sportscars or urging Chesterfield smokers to "Blow some my way." What is new is the prurience of the pitch. Says Adman Wayne Stevens of J. Walter Thompson, one of the nation's largest ad agencies: "There's a tremendous market out there and a tremendous effort to be noticed, to be different. It seems that companies, rather than playing 'me too,' are trying look at me.' And sexuality...
...concealed about himself, and the image he tries to hang on his opponent. The methods are old but have never before been so professionally deployed. Nowadays a group the size of a basketball team dominates a campaign: the candidate, his fund raiser, his "issues" man, his pollster and his adman. The pollster leaves it to the Gallups or Harrises to record who is ahead; he minutely tests his candidate's trouble spots, his opponent's weaknesses, so that daily adjustments can be made. If Reagan seems weak with women, have him promise a woman judge; if Carter gains...
...advertising man's door, lavishly contributed by the taxpayer. Here parody news was made to look like the real thing, whether in carefully chosen snippets of a candidate looking good in a public appearance or in "negative commercials" about an opponent-an unfortunate specialty of Carter's adman Gerald Rafshoon, though hardly exclusive to him. It is a corruption of the political process to photograph a hundred voters, in an imitation of random man-in-the-street sampling, and use only the ones who say they fear that Reagan would blow up the world. Even if the viewer...
...helps, of course, when the candidates' TV producers detect promotable qualities in the man they are selling. In the case of Carter and Reagan, the enthusiasm of their media masterminds is unbridled. Says Gerald Rafshoon, the former Atlanta adman who prepares Carter's commercials: "We've got the smartest guy in the race. We're going to play that up." Says Peter Dailey, on leave from his California ad agency to help Reagan: "He is one of the great communicators of his generation. Our only problem is how to get that warmth compressed into 30 seconds...