Word: admen
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Militants are getting into the act by defacing offending ads in buses, subways and on billboards with stickers proclaiming, THIS AD INSULTS WOMEN, Or THIS EXPLOITS WOMEN. Admen like to hold by formulas that they consider successful. But some executives in the business believe that they ultimately will have to take account of the feminine protest. "In advertising," says Dr. Robert Wachsler, a psychologist on the BBDO staff, "we will have to show women less as women and more as people...
...Middle. An important share of the big accounts are still held by American giants, notably J. Walter Thompson and Young & Rubicam, which have dominated European advertising for years. But the long creative hegemony of U.S. agencies is being broken by a new breed of mostly young, Europe-trained admen who have formed their own small firms. Advertising executives expect some agencies to become victims of the change. "The old-established middle-sized agencies are in the most trouble," says Jeremy Bullmore a director of J. Walter Thompson in London. "The ones that will prosper are the international full-service agencies...
...Admen and packagers, of course, are not the only euphemizers. Almost any way of earning a salary above the level of ditchdigging is known as a profession rather than a job. Janitors for several years have been elevated by image-conscious unions to the status of "custodians"; nowadays, a teen-age rock guitarist with three chords to his credit can class himself with Horowitz as a "recording artist." Cadillac dealers refer to autos as "preowned" rather than "secondhand." Government researchers concerned with old people call them "senior citizens." Ads for bank credit cards and department stores refer to "convenient terms...
...partnership between Raymond League, a former account executive at J. Walter Thompson, and Joan Murray, a correspondent for Manhattan's WCBS-TV. Their biggest account is the national campaign for All-Pro Chicken, the franchising chain headed by Brady Keys, retired professional football star. Zebra's admen are not the least self-conscious about using heavy Negro dialect in their ads. Sample from an All-Pro radio commercial: "Good-lookin', don't shout. Go 'head on. Tell me 'bout it." League sees his agency's future in aiming ads at low-income groups...
...most of them are being just as aggressive for next season. Reynolds Tobacco (Winston, Salem, Camel), which is the TV industry's third-largest sponsor, plans at least to equal the more than $42 million it has budgeted for broadcast advertising during the current season. Admen expect that American Tobacco (Pall Mall, Lucky Strike) will spend about the same as last year: more than $26 million. Liggett & Myers is also holding the line on TV. Some of the companies have been negotiating for "getting-out clauses" in their TV contracts just in case cigarette ads are somehow restricted...