Word: soaping
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Dates: during 1940-1949
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...keep a list of every sponsor of a soap opera and not a one of their products goes into my kitchen...
...Procter & Gamble, studying its soap opera commercials, wondered if more but shorter ones might create an illusion of less total commercial time...
...country, as men worked in shifts around the clock, as other men began to arrive in Army & Navy hospitals, the daytime audience was losing its simplicity. That audience has always been considered as "the housewife." To sell her, the agencies have loaded the networks from dawn to dark with soap operas or, in radio lingo, "washboard weepers." Listed last week were no less than 65 of these daytime serials. They had about 80% of daylight network time...
...yesterday, with nothing but the radio for company, and if you don't go nuts between 10 a.m. and sundown, you're tough enough to laugh off anything." Fortnight ago, Fred Allen, with his razor-strop smoothness, put on a savage parody (Clipso, the aristocrat of soap chips, presents Susan Spavin, Girl Sandhog). In Ottawa, the Canadian Broadcasting Corp.'s general manager, W. E. Gladstone Murray, said he was going to work up a new "code of good taste" for afternoon programs...
...commercial announcements the National Association of Broadcasters' code, adopted in 1939 (TIME, July 24, 1939), allows three minutes, 15 seconds out of every daytime quarter hour; two minutes, 30 seconds out of every nighttime quarter hour. The extra 45 seconds in daytime may account for much of soap opera's sales pull; also for much suffocating boredom. The merciless unction of long, repetitive commercials struck both U.S. listeners and U.S. advertisers as downright incongruous in the days just after Pearl Harbor. The advertisers' reaction apparently wore off, but a certain public feeling remained, especially about commercials that...