Word: pitching
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Dates: during 1960-1969
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...diplomacy by other means, the reverse also is true. As long as peace talks go on in Paris, the pitch and immediate aims of the conflict they are intended to settle in South Viet Nam will be directly related to the negotiations. In hopes of dealing the U.S. another psychological setback comparable to the traumatic Tet attacks, the Communists are reportedly planning a major offensive against South Vietnamese cities (see THE WORLD). Meanwhile, the regime of President Nguyen Van Thieu in Saigon is hag-ridden by uncertainty about the terms on which Washington might agree...
CEBUS. This refreshing infusion of talent came just in time: the old sock-it-to-'em pitch was making a lot of people punchy. The only way to sell certain analgesics was to make the viewer queasy just watching: faucets dripped acids into the stomach, hammers clanged on anvils in the head. It was getting increasingly difficult to 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...
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...
...learn what, if anything, resulted from this meeting, watch your TV set.) commercial, with entertainment simply an extension of the sales pitch. The networks become, in effect, just audience-delivery services. It is not that they are influenced by advertisers-they are psyched by them. In a classic episode, Chevrolet once changed the script of a western to read "crossing" instead of "fording" a river...
...thinking by sponsors. With the exception of a few enlightened companies-among them Xerox, Hallmark, Bell Telephone and Western Electric-most advertisers still prefer to avoid controversial or specialinterest programs, and are happily led to the kind of show that provides the best frame for a sales pitch. Sometimes the frame and the picture merge completely, as when Clairol builds a beauty pageant around its commercials...