Word: admen
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Dates: during 1950-1959
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Slides & Flaps. TV commercials started, timidly enough, with an announcer borrowed from radio reading a sales message into a microphone. Quickly gaining assurance, admen branched out with visual demonstrations, optical slides, flap cards - selling methods that are still used, particularly on daytime TV. Then came the filmmakers, bringing with them animated cartoons by Walt Disney alumni, products that marched, skipped and jumped, filmed dramas cast with professional actors whose job it was to sell soap, automobiles, hand lotions and floor coverings...
...admiring admen agree that Lucky Strike has come back with a stellar replacement: a repertory company of 23 people dedicated to making "live" commercials for Lucky Strike TV shows three times a week. Complete with singers, dancers (they have their own choreographer) and, often, a full orchestra, the stock company endlessly plugs Lucky Strikes with all the verve of a musical comedy...
...Since admen are as follow-the-leader on TV as they have always been in radio, many other TV commercials are likely to assume a musical comedy format. But, sooner or later, something different will come along. As one ecstatic adman put it, with unconscious irony: "Why, we haven't even scratched the surface of what we can do to please the public...
Advice to Advertisers "It is very common in our society to dislike advertising." With this blunt observation, Chicago's Social Research, Inc. last week sent its admen subscribers a comprehensive survey of TV commercials which seemed to say that television was making no progress at all in changing the public attitude...
...dictionary and at least 80 songs have been written with that title." The slogan was used on place cards called "Happy-Go-Luckies" in the early 1930s and on a few posters in 1937. But American did not plug it hard, for a reason baffling to non-admen: American simply did not think it was very good. Nevertheless, for years the company has received scores of letters* a month suggesting it. American Tobacco has finally decided to use the "Be Happy-Go Lucky" slogan because it has just the right tone to "catch the cheerful spirit in today...