By Lawrence R. Samuel
'If there has been a e-book like "Brought to You via" whilst I got here into the ads company, it's going to have stored me ten years of challenging knocks. I plan to shop for it via the field load and hand it out as my reward to any younger one that expresses curiosity in moving into the ads company' - Jerry Della Femina, President, Jerry Della Femina & companions. 'The most fun and complete clarification of the way a unmarried medium rose to be some of the most definitive forces in our tradition' - John Gerzema, handling Director, Fallon NYC. 'A fun-filled trip of recollections for these people sufficiently old to recollect the early days of television ads. Samuel additionally presents a strong analogy that places the jobs of law, freedom, and the revenue intent of the web in standpoint' - Paul J. Groncki, Ph.D., vice chairman, Director of selling study, J.P. Morgan. 'Incredibly thought-provoking for someone attracted to the shaping of our advertisement tradition' - Megan Kent, government Director, model making plans, Bozell world wide. 'All students attracted to how and why advertisers used advertisements to enhance a effective and positive American approach will locate dropped at You by way of a thrilling learn' - Lary might, Professor of yank stories, college of Minnesota. 'This vital booklet examines and credit, warts and all, the indisputable engine at the back of our country's thirst for development and trust in unending probabilities - the tv advertisement' - Mark R. Morris, Chairman, Bates North the US. 'For the final reader or the expert looking to comprehend the industrial roots of our event financial system, i will not think a extra perceptive advisor' - John F. Sherry, Jr., Professor of selling, Northwestern collage. 'Fascinating analyzing, taking pictures a pivotal second within the shaping of the main robust new release in background, child boomers' - Benny Sommerfeld, company improvement supervisor, Volvo automobiles N.A. Lawrence R. Samuel writes, consults, and teaches in long island urban. His different books contain "Pledging Allegiance: American identification and the Bond force of worldwide warfare II".
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Extra resources for Brought to You By: Postwar Television Advertising and the American Dream
When it came to advertising on sports broadcasts, early research was suggesting that TV also had tremendous ‘‘recall’’ potential. Three out of four viewers could name Ford as one of the sponsors of the Brooklyn Dodgers games, for example, as high a percentage as any advertiser could hope for. As important if not more important was the eﬀect the new medium was having on who watched sports broadcasts. Many women who had never attended a major sports event in person in their entire life were now watching and enjoying baseball and basketball games, horse races, and tennis matches on television.
With few regulations or standards, early television advertisers also took full advantage of the deception inherent in the medium, if only to eliminate as much risk as possible from airing live commercials. In a dog food commercial, for example, a dog galloped toward a bowl of the competitor’s brand, sniﬀed and shuddered, and made a beeline for the sponsor’s bowl, which he happily gobbled down. ’’ Because of the visual nature of the medium delivered to viewers in real time, advertisers were quickly recognizing the perceived need to adjust reality to their advantage.
Dodge’s emphasis on the roominess and aesthetics of its model was complemented by commercials featuring the car’s safety features. ’’ The bird proceeded to list the many safety [ H S H features of the model, which included rugged all-steel body construction, wraparound windshields for greater visibility, wider rearview mirrors, improved handling, ‘‘safety rim’’ wheels, and ‘‘safe-guard’’ brakes. 38 In addition to special eﬀects, testimonials from celebrities represented a tried-and-true means of attracting viewer attention.
Brought to You By: Postwar Television Advertising and the American Dream by Lawrence R. Samuel