Word: admen
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...tell whether the little old winemaker was getting tanked on Drano, or pushing Ken-L Ration for hungry Living Bras. Gradually, after 20 years of hard-sell harangue, viewers developed a kind of filter blend up front. They did not turn off their sets; they turned off their minds. Admen refer to that phenomenon as the "fatigue factor," but their research departments know it by the more ominous name of CEBUS (Confirmed Exposure but Unconscious). In one recent survey, 75% of the viewers tested had no recollection of what products they had just seen demonstrated...
Real People. This kind of pitch, with its view of the consumer as saphead, is still afl too prevalent. But, increasingly, as admen are trying to break through the CEBUS barrier, the old commercial is being replaced with the truly new brand of ad with miracle ingredients some honesty, some humor, packaged with meticulous care. It might be called the uncommercial, and it has transformed the viewer into a consumer of the pitch as much as of the product...
...which fall under the heading of the Dreadful Ds: drugs, dentifrices, deodorants, detergents and dandruff removers. They all deal in intensively competitive products, and their problem is the kind of problems they treat. Stuffed sinuses, after all, are not exactly a popular subject, but that does not stop the admen from hawking some nasal spray as if it were the greatest breakthrough since the Salk vaccine...
...kind of fantasy comedy that depends heavily on the audience's suspension of disbelief for success. This time, disbelief is almost impossible to overcome, thanks to a clumsy script that features such antique devices as a shoe-banging Russian U.N. delegate, cliché-spouting admen and a sound track that plays The Dragnet Theme whenever the fuzz appear...
...took a tentative step toward sex in an advertising campaign for Rosy brassieres. The original ad showed little more than a woman's torso, with the arms folded discreetly across the chest. But the campaign's success-sales of Rosy bras have increased fivefold-has convinced French admen that frankness can bring in the francs. As a result, their ads have been getting increasingly more daring. A recent Rosy ad, for example, pictures a woman wearing a lacy bra, but otherwise she is bare to well below the navel; partially visible behind her is a man wearing nothing...