Word: seene
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Dates: during 1960-1969
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...nominated for an Oscar 13 times, now trains his lens on Miller High Life beer and Sanka coffee. Composer Mitch Leigh, who wrote the music for Man of La Mancha, is a top jingle writer for commercials. Dress Designer Bill Blass does the wardrobe for the models who are seen nuzzling up to the Princess telephone...
...they turned off their minds. Admen refer to that phenomenon as the "fatigue factor," but their research departments know it by the more ominous name of CEBUS (Confirmed Exposure but Unconscious). In one recent survey, 75% of the viewers tested had no recollection of what products they had just seen demonstrated...
These audiences have been joined by the Pepsi generation, which sees but does not believe. Raised on the tube, these young people have heard and seen all the obvious plays on insecurity and are unimpressed by all the weaseling statements that sound impressive but mean nothing. Marshall McLuhan (who else?) has observed that future historians will find in advertising "the richest and most faithful daily reflections that any society ever made of its entire range of activities...
...reflections derived from the old, hard-sell commercials will be rather odd. In the typical American family, Mom is obviously a nut. Every blessed washday, she is seen running around the backyard with wild, passionate abandon, embracing her laundry and squealing, "It even smells clean!" That's more than can be said for Sis. Poor kid, her best friend just told her she's got rotten armpits. As for Dad, he keeps getting punched in the eye because he won't switch his brand of cigarettes. So he asserts his virility by barreling around mountain roads in his wide-track...
...Mario (Marcello Mastroianni), a Milanese manufacturer who is initially seen standing before one of his machines. In case anyone should miss the point, the machine is shown in furiously moving pictures; Mario is encased in a still photograph. When a salesman presents Mario with a balloon, he inflates it and suddenly becomes obsessed with the mystery of what he has done. "If I stop and there's still room inside," he muses, "then I've failed." Ignoring his friends, his mistress (Catherine Spaak) and ultimately himself, Mario gets absorbed in the nonproblem of how much...