Word: maneloveg
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Dates: during 1970-1970
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...being rapidly dissipated because the home screen has become so cluttered with commercials. In order to promote an avalanche of new products, advertisers often squeeze commercials for two or more products into a one-minute time slot that was formerly devoted to a single item. One critic, Herbert Maneloveg, vice president of Batten Barton Durstine and Osborn, reports that in 1964 there were 1,990 different commercials a month on network television, and more than 60% ran longer than 30 seconds. By 1968, TV was carrying 3,022 commercials in a month, and only 20% were longer than 30 seconds...
Because the differences among so many competing products are as vague as a pitchman's promise, many agency officials believe that some exaggeration and clutter are inevitable. BBDO's Maneloveg argues that exaggeration is a part of doing business and does no real wrong to the consumer. "Advertising," he says, "is what made America America." Taking a somewhat different tack, James Durfee, president of Carl Ally, Inc., believes that much advertising is gross, but that it often reflects the society it serves. Advertising could be improved, he says, if the agencies refused to knuckle under to insensitive advertisers...
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