Word: admen
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Dates: during 1970-1979
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...worst commercial the best commercial? Some Madison Avenue admen seem to think so. They believe that the viewer remembers best the spot that is most insulting to his intelligence and irritating to his sensibility. The doctrine is probably wrong, but its adherents cling to it as firmly as any Maoist grasping the little red book. Meanwhile the viewer has suffered in silence...
...Many admen fear that increasing Government intervention could dry up the creative juices. Says William Bernbach, chairman of Doyle Dane Bernbach: "The demand for stating things that are provable will dull some ads and make people reluctant to make some claims that are provable." Chicago Advertising Consultant Robert Humphrey sees an inevitable drift of advertising away from the commonly used motivational techniques aimed at subconscious fears of rejection and desires for security; he feels that agencies will move toward better market research to determine what products consumers really need...
...certain why so many admen are suddenly crackers over animals. But the appearance of a single animal ad could have been enough to start the trend. As in few other businesses, an adman is always willing to offer his competitors the sincerest form of flattery...
...admen often tout their clients' products with such boasts as "lowest priced in its field," "recommended by more physicians," or "three times longer-wearing." Last week the Federal Trade Commission moved to check the claims. Prodded by Ralph Nader and other consumer advocates, the FTC decided that it will issue periodic orders to companies to submit proof of their ad pitches relating to safety, performance, efficiency, quality and comparative prices. The first orders are expected to go to auto companies, probably within three months, and the FTC later will focus on other big advertisers, industry by industry...
...continue to wink at what it calls "traditionally accepted puffery"-for example, a manufacturer claiming that its product "tastes great!" But any advertiser who makes factually inaccurate or misleading claims will risk an FTC complaint order as well as bad publicity. The commission will make its findings public, and admen foresee many legal battles over FTC interpretations of truth and deception...