Word: admen
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...ADMEN (Simon & Schuster; $4] is a sadly unsatiric novel by Satirist Shepherd Mead, onetime vice president of Benton & Bowles, who was wackily horrifying about the pitchman's trade in The Big Ball of Wax. This time the author does not try for laughs, instead achieves a notable first: a novel whose characters will have to be deepened before they are translated to the screen...
...DETROITERS (Houghton Mifflin; $3.95), by Harold Livingston, formerly of Detroit's D. P. Brother & Co., tells of the intrepid admen whose clients are the shaggy, beady-eyed aurochs of the auto industry. It offers a notable addition to the stream-of-consciousness technique ("If I left now, with no notice, they'd be in a terrible mess' ... Just thinking about it, he could hear Jack Reynolds' ulcer dripping on the floor"), winds up with the same old fadeout: hero and buddy in a rose-covered ad agency of their...
Although the new-style Russian advertising is expected to be "evocative, varied and beautiful," Sovetskaya Kultura added a final cautionary nudge before Soviet admen got too carried away by brain-storming in the Madison Avenue manner: "Capitalistic advertising is noisy and offensive. It stuns a customer. And its sole aim is to get rid of the goods by any method available." As sample of the kind of "persistent, shrill" U.S. slogans Russia does not want, the editor cited what he said was a U.S. slogan, although this will be news in Atlanta: "Coca-Cola is good for your body...
...dialogue between a cat and a lion extolling Calo Cat Food and for a series of still pictures backed up by a sophisticated ballad ("Some girls think summer means stockings goodbye. If that's your trick you're an unhip chick") plugging Chemstrand nylons. Unfortunately for U.S. admen, their prize TV pitchmen were not entered in the Venice competition. Explained Ray Goulding, who plays Bert Piel: "They don't dig beer over there. And it's hard to get a head on a bottle of Chianti...
...Robert Sarnoff (delivery somewhat stiff) to Broad Comic Milton Berle (delivery better than ever). Packed into a two-hour closed-circuit preview of the new season were all of NBC's top stars, presenting snippets from all of the network's evening programs. The audience: station personnel, admen and newsmen in 140 U.S. cities. Madison Avenue time buyers, the cold-eyed crew whom Bob Hope greeted as "the grey flannel Mafia," seemed satisfied at show's end that their share of the country's picture tubes might be worth the price...