Word: rheingolds
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...given considerable thought to echoes. A good echo effect can be produced in a radio studio with a twist of a dial. But Paul finds that inadequate. "I got a better echo by putting Mary and a mike in a bathroom. That's how we recorded the Rheingold Beer commercials." For a still bigger echo, he uses two tape recorders, running them a split second apart...
...each night when the show ended, the screen quickly returned to TV reality. Scarcely had the voices of the world-juggling statesmen died away when, after station identification, viewers were treated to some such rousing chorus as "My beer is Rheingold, the dry beer! Think of Rheingold whenever you buy beer...
...real jolt came with the Ring cycle. When Wotan appeared on another dimmed-down stage in Das Rheingold, the murmur went up: "He has no helmet!" Muttered one oldtimer: "The stage is so dark I can't even see if he has a beard." (He had.) Shock followed shock. Wieland stripped his stages bare, cut down on all warlike gear save for a few essential spears. Siegfried's funeral pyre was left to the imagination. In Götterdämmerung, nobody got to see Valhalla burn: there was only a red glow in the sky, no sign...
Metropolitan Opera (Sat. 2 p.m., ABC). Das Rheingold, with Hotter, Svanholm, Pechner...
Some products, of course, would always be best advertised by models. This fact is borne out by such stories as the rise of Manhattan's Rheingold beer. It climbed from eighth to first place in Eastern beer sales largely by the use of pretty Miss Rheingolds, about half of them Irish "colleens" duly elected each year by beer drinkers. (Current Miss Rheingold: pert Pat McElroy.) In its battle with Coca-Cola, Pepsi-Cola plans to count heavily on the new television Pepsi-Cola Girl, Louise Hyde, a 24-year-old Chattanooga belle of whom one adman said hopefully...