Word: badly
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Dates: during 1960-1969
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...friends, boy friends, ex-husbands (three), her 19-year-old daughter Gina, not to mention her feelings about other critics, which border on the unprintable. In her review of Hud, the footloose, amoral rancher played by Paul Newman, she berated her fellow reviewers for considering Hud a bad sort. To make the point that he was pretty typical, she compared him to her own father, who, she said, also rebelled against authority and committed adultery, yet remained pleasantly "democratic in the Western way that Easterners still don't understand...
...ever. How and why this came about is one of the more fascinating phenomena in television. They are part of the background music, as it were, of the American scene. Hardly anybody pays total attention to them; hardly anybody totally ignores them. Many, the very good and the very bad, force or insinuate themselves into the imagination. Even a reluctant viewer cannot quite resist the euphoria induced by airline ads that waft him up up and away, or travel spots, island-hopping in a wink of quick cuts, that drop him on a sun-splashed beach. Even while grumbling...
...SATIRE. Some commercials kid themselves, some razz the production style of various other products. A Jeno's pizza skit kids the halitosis hucksters. Marilyn says: "I'll tell you what your problem is, Gloria. You have bad pizza. Bad pizza!" After Gloria switches to Jeno's, Marilyn tries another tack: "Now I'd like to talk about your deodorant." Gloria: "Marilyn, how would you like a nice belt in the mouth?" A small masterpiece, worthy of Jonathan Winters or the late Ernie Kovacs...
...Many Millimeters? Good gags, as any adman knows, stick in the mind. And so do successful commercials, so much so that they keep coming back like a bad memory. Shell once got good mileage out of a spot in which a driverless car went rolling off to a Shell station to lap up some gas with TCP. So now Sinclair shows an auto deserting a pair of newlyweds to get a quick belt of KRC. A few years ago, Chevrolet displayed a car atop a spire-like butte in the Mojave Desert. Ah so, said the Toyota people, and right...
Strategies vary, but basic to every Dreadful D campaign is the oldest device of all: crisis-making. Thus by sheer repetition, the hawkers suggest that the primary cause of air pollution is bad breath and that the real yellow menace is not Red China but stained teeth. And judging by Katy Winters' early-warning nose, half the nation needs to be told an Ice Blue Secret...