Word: spacing
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Dates: during 1960-1969
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...were ruled invalid in law. An appeal from the court's decision elicited a compromise agreement from the three residuary legatees, and a public competition was announced. Of the 467 entries, four were judged worthy of sharing the prize money. The design finally adopted, however--an ingeniously logical and space-saving system of 48 characters--was largely that of Kingsley Read. And the bi-alphabetic edition of Androcles was duly published in 1962. Whether the Shaw Alphabet achieves widespread use remains to be seen...
...that the networks, goaded by viewer resentment, will move closer to the European scheme by having fewer but slightly longer commercial breaks. At present, with 9,000 new items appearing on the supermarket shelves each year, sponsors have started "clustering" cramming more but shorter messages into the same time space. In the past two years alone, the number of products shown on TV has increased by about one-third, most of them in ten, 20-and 30-second shots. There will also be more "piggybacking": promoting two unrelated products in one ad. "Triggerbacking" and "quarterbacking" are just a station break...
Interplay. The money alone that goes into commercial production is stupefying. Film Director Stanley Kubrick, himself something of a big spender (2001: A Space Odyssey cost $11 million), observed recently that "a feature film made with the same kind of care as a commercial would have to cost $50 million." As it is, the cost of a one-minute commercial rehearsals, filming, reshooting, dubbing, scoring, animation, printing runs to an average of $22,000 or about five times more than a minute of TV entertainment...
...Response. Admen go to extraordinary lengths in trying to determine whether the result of all their effort is effective or not. Prior to launching a commercial, agencies screen it before test audiences and run a series of checks and quintuple checks that are as elaborate as those for a space shot. Lie detectors, word association, sentence completion and the Minnesota Multiphasic Personality Inventory are among a few of the methods used. Foote, Cone & Belding lugs rearview projectors to homes to get verdicts. Kenyon & Eckhardt plays TAG (Target Attitudinal Group), a method of extensive indirect questioning...
...messages into the same time space. In the past two years alone, the number of products shown on TV has increased by about one-third, most of them in ten, 20-and 30-second shots. There will also be more "piggybacking": promoting two unrelated products in one ad. "Triggerbacking" and "quarterbacking" are just a station break away...