British Universities Film & Video Council

moving image and sound, knowledge and access

Advertising on TV (Vols 1-26)

Synopsis
A 26-part series covering in detail, with many examples, the theory and technology behind the development of television advertising in the United States from the 1950s to the 1970s. Many of the films were produced by the American Bureau of Advertising. Coverage includes discussion and examples of market research, local television advertising, promotional tie-ins, the psychology of advertising, product development, advertising campaigns for particular products and for parcitular audiences, public information anouncements, political commercials, popular television show sponsorship and product placement, recruiting and informational films for US military personnel.
Language
English
Country
United States
Year of release
2005
Year of production
1950 1970
Subjects
Business studies; Media studies; Politics & government; Sociology
Keywords
cultural evolution; marketing; television advertising; United States of America; advertising campaigns

Distribution Formats

Type
VHS
Format
NTSC
Price
$20.00 each vol
Availability
Sale
Duration/Size
55 mins each vol
Year
2005

Sections

Title
Vol 1: Two Years, 39 Days and one Minute/Sales Machine, The
Synopsis
TWO YEARS, 39 DAYS, AND ONE MINUTE was co-produced by the CBS network with the Television Bureau of Advertising for the Grocery Manufacturers of America. This mid-1960’s documentary looks at the nature of product development (the title refers to the time it takes for a new product in research and development, before it is ever seen by a single consumer), the scientific research behind it which helps determine the exact nature, content and form of a product before it is offered nationally; and the selling of that product through the careful focusing of television advertising; examples of research and focus groups are presented, some in what today would seem very sexist terms, with women shown as "unable to balance a checkbook" but able to run a multi-million dollar industry through their decisions in shopping. Different advertising techniques are shown to illustrate humour, satire, and other approaches. Commercials include Campbell’s Soup, Cracker Jacks, Lays Potato Chips, Jello, Hawaiian Punch, and Kleenex Man-Sized Tissues.

THE SALES MACHINE looks at the success of television advertising from both a historical and statistical point-of-view, beginning from the year of the invention of the telegraph in the 1840s, through the development of radio as a popular medium and its eventual rise to an audience level matching newspapers, to 1949 and the emergence of TV stars as spokespersons for various products (Milton Berle for Texaco etc.) to 1952, when television passed radio in audience and advertising revenue, into the 1960s and the ballooning of television programming and audiences. Viewers also get a close look at various television campaigns, demonstrating the growing sophistication of the medium, including Lucky Strike and Bank Americard. The statistics and historical perspective offered are unique and astonishing, and pertain to far more than mere advertising numbers, offering glimpses of our popular culture evolving along with the new advertising medium.
Duration
55 mins

Title
Vol 2: Locally-produced television Commercials
Synopsis
A collection of entries in a national competition in 1970 for the best locally produced television commercials.
Duration
55 mins

Title
Vol 3: Television Bureau of Advertising: The Vision of Advertising
Synopsis
An industrial film dealing with the growth of television, both as a cultural institution and an advertising medium. Beginning with an example of the familiarity of television names (Joe Friday, Kukla, Fran & Ollie, Sergeant Bilko, and Howdy Doody), this 1957 film goes into the explosion in the number of channels and sets in use in the United States from 1953 thru 1957, the ballooning number of advertisers both locally and nationally, and the growth in the average daily viewing time (to 5 hours and nine minutes as of 1957).

The usefulness of television advertising, and its competitive costs with other advertising media are discussed, and viewers are treated to both real and "mock-up" commercials for Castro convertibles, Fab, Good Luck Margarine, Revlon cosmetics, RCA Victor portable television sets, and Snow Drift Wesson Oil shortening, all of which demonstrate different techniques of using television to great effect in selling products. Viewer statistics are analyzed, along with the way in which viewers react to television messages (as opposed to print). Amazingly for 1957, there is a surprising degree of emphasis on colour broadcasting, even though only a tiny fraction of receivers in use at that time were colour sets, but black-and-white’s effectiveness is analyzed as well
Duration
55 mins

Title
Vol 4: Why Shouldn’t I stick with Newspapers?/Television Advertising: Prologue
Synopsis
WHY SHOULDN’T I STICK WITH NEWSPAPERS?"- A film by the Television Bureau of Advertising that explains why many advertisers should and must look beyond newspapers. Using the results of many complex surveys of the buying public, coupled with common sense and an understanding of modern sales techniques, the producers make the case that television is the only medium that effectively allows for the use of the same techniques that a salesman might use on a customer in a store. Additionally, using the Montgomery, Alabama-based Montgomery Advertiser-Journal as a jumping off point, the producers cite the paper’s best penetration into the marketplace as 41%, whereas television’s penetration in the same market is never less than 67%.

Viewing statistics support the use of television throughout the year, as audience size doesn’t alter but viewing hours get extended in the summer months. From its beginning as a medium with few sets and lots of viewers per set, television’s growth into a near-saturation medium, with multiple sets per family is profiled, along with the viewer habits that are established, turning television into a personal medium in a way that newspapers never can be. Television’s emotional involvement is spotlighted, along with its ability to deliver messages on levels infinitely more sophisticated and powerful than newspapers. Finally, the development of new markets and television’s ability to reach them is analyzed, along with some of the success stories of the late 1960s and early 1970’, including Westinghouse and Hallmark.

TELEVISION ADVERTISING: PROLOGUE: A documentary on the way that television has affected the marketplace for advertisers and sellers, and the manner in which the viewer has been affected. Viewer habits are analyzed along with the way that television - in contrast with all other media - is perceived by the audiences that the advertiser seeks. Breakdowns include the level of television penetration into each segment of the marketplace, and the way that new developments, including colour and the integration of music, affect what viewers perceive about products and the medium. Numerous commercials from the 1950s are shown for contrast and to illustrate the way in which audiences have changed with television.
Duration
55 mins

Title
Vol 5: Cereal Heroes: Superman and Space Patrol Breakfast Commercials
Synopsis
A panorama of breakfast food and toy TV tie-ins from the early and mid-1950s, beginning with Kellogg’s 1950’s advertising campaigns built around THE ADVENTURES OF SUPERMAN, with George Reeves appearing as Clark Kent. Old-time Hollywood actors Zazu Pitts and Donald McBride also appear in commercials for Kelloggs’ Corn Flakes featuring Superman stock footage. Also, there are promotions for cereals involving free miniature Superman comic books inside. Additionally, this tape presents a series of commercials derived from the SPACE PATROL with toy tie-ins such as a set of space binoculars. Finally, Ronald and Nancy Reagan are seen plugging General Electric lighting fixtures and other products.
Duration
55 mins

Title
Vol 6: Telempathy: the Language of Involvement/Why become a Television Salesman
Synopsis
TELEMPATHY: THE LANGUAGE OF INVOLVEMENT: A late 1960s’ Television Bureau of Advertising documentary about television as a medium, giving the reasons for television’s growth as an advertising medium. Providing concrete examples from television ads dating from the 1950s to the end of the 1960s, the film explains how the medium has evolved, and the manner in which messages are much more sophisticated and, thus, far more effective. The major changes in television, as delineated in this film, include showing rather than telling, and replacing narration with commentary. Ironically, the reason that television became the main outlet of advertising is closely related to the way in which it had become the major source of news as well.

WHY BECOME A TELEVISION SALESMAN: A Television Bureau of Advertising film taking a look at the careers of five salesmen from five different stations in different parts of the US. Each tells how long he has worked in the area and what the demands and rewards of his job are.The requirements and the opportunities are compared and contrasted in the different cities and regions, along with the different challenges. Additionally, the film looks at the role that each man plays within his respective community.
Duration
55 mins

Title
Vol 7: Time of Televsion, The/ Place Store Name here
Synopsis
THE TIME OF TELEVISION: A documentary on television and the way it has affected people’s thinking, the shape of their days and nights, and the manner in which they absorb information. Beginning with observations about the way that people absorb information from television, as opposed to print media, the film goes into the changes that have taken place in the nature of television’s images - growing sophistication, subtler messages, more careful and eloquent language (visual and verbal), and generally the reshaping of the public through viewing, which began in the 1950s.

PLACE STORE NAME HERE: A look at the early success of co-op television advertising, from the standpoint of one small group of clothing stores north of New York City. Working from the most basic materials provided by local television stations and the clothing manufacturer, the retailer crafted a successful campaign that became an entire series of ads, all aimed at bringing people into the store. The advertiser and station representatives discuss the different approaches they’ve taken to customizing commercials, and how those approaches evolved over time.
Duration
55 mins

Title
Vol 8: Pepsi-Cola and Television/Television Advertising and Success
Synopsis
PEPSI-COLA AND TELEVISION: A Television Bureau of Advertising film, made in the Philadelphia area, telling of the success that Pepsi-Cola has had advertising on television, and comparing its success with that of other, different products (including Lestoil) that have succeeded through heavy television advertising. Discussion includes examples of the kinds of advertising,the different focus of the advertising (including emphasizing the unique shape of the Pepsi bottle) and its placement, especially in sports events on television.

TELEVISION ADVERTISING AND SUCCESS: An unusual 1970’s film produced by the Television Bureau of Advertising. Starting off from the premise that success is increasingly difficult to achieve, and, in many instances, impossible for more than one company in a particular field to achieve at any given moment, the film then takes a closer look at the characteristics of each medium. Citing then-new polls (and giving the size of each sample group) telling how the public regards each medium in terms of honesty, credibility, excitement, colour, immediacy etc., and what sorts of products can be sold best in each medium, the film comes to the conclusion that, except for highly specialised local-interest material or very unusual products, television is the best of all media in which to advertise.
Duration
55 mins

Title
Vol 9: Coast to Coast/Advertising on TV
Synopsis
COAST TO COAST: A Television Bureau of Advertising film dealing with the success of Coast to Coast, a nationally franchised chain of convenience stores, in moving into television advertising. The film takes a close look at the chain’s successful entry into the television market, and also the way in which the knowledge and experience gained from these campaigns is shared with other parts of the chain.
ADVERTISING ON TV.: A Television Bureau of Advertising film giving the reasons for advertising on television, and how television advertising reaches audiences in a manner completely different from that of advertising in any other medium in terms of how it is perceived. Statistical research is cited on the growth of television from 1950 to 1957 in terms of number of sets and viewers, and the amount of time that people spend watching.
Duration
55 mins

Title
Vol 10: Sherwin Williams/Retailer on the move - Levits/Purina
Synopsis
SHERWIN WILLIAMS: A film made by the management of the paint company specifically for its employees, in which the company president discusses past successes, future plans, profit levels, and the way in which the company hopes to secure higher levels by innovation in the field of paints. The movie is surprisingly candid, with management admitting to some mistakes and occasional cash squeezes.

RETAILER ON THE MOVE--LEVITS: A look at the growth in sales of Levits Furniture, a Pennsylvania-based retailer that decided to go into television advertising in a big way and made it pay off. From the beginning, the Levits chain carefully tailored its commercials to give an accurate impression of what their stores looked like, which included glimpses of their warehouse space as people enter the stores. Coupled with carefully chosen selections of merchandise and a unified approach to advertising, the company grew into a major regional retailer within just a few years of moving to television advertising.

PURINA: The Purina pet products division of Ralston Purina (which also make cereal) presents its advertising and marketing strategy for the year 1960. Using a spaceship motif as a wrap around image, Purina presents the launching of a new series of campaigns, based on magazine advertising (especially to farmers and professional animal breeders and trainers) for specialized audiences, and television advertising for the general public. Includes clips of the latest commercials and a careful look at the demographics of the series (THE RIFLEMAN, CHEYENNE etc) and shows they are sponsoring.
Duration
55 mins

Title
Vol 11: Lestoil - the House that Television built/Social Security in Action/Kal Kan Pet Food
Synopsis
LESTOIL: THE HOUSE THAT TELEVISION BUILT: A TV Bureau of Advertising film detailing one of television advertising’s great successes - the growth of Lestoil from a product selling a few hundred bottles each year to a giant selling 60 million bottles each year by 1958. The inventor of Lestoil, Jacob L. Burowski, talks about the way he started packaging the industrial cleaner for home use, and his gradual move into television advertising, region by region, from a $60,000 annual advertising budget in 1954 to a $5 million budget in 1958, and growth in that same period from 150,000 annual sales to 60 million.

SOCIAL SECURITY IN ACTION (c.1962): A production of the US Department of Health, Education, and Welfare, with special guest Morey Amsterdam, then co-starring on the Dick Van Dyke Show. The interview is interrupted by a couple of extended plugs for social security, and Amsterdam also reveals that he was, at that time, a vice president at American International Pictures, and several films they have in production.

KAL KAN PET FOOD: A documentary about Kal Kan pet food, which starts off with a look at dogs throughout history and how Kal Kan nourishes and benefits dogs and cats; a close look at show dogs; and an account of dogs trained for the army.
Duration
55 mins

Title
Vol 12: Florida Citrus Growers Association, The: "Doors to Profit 1967-1968"
Synopsis
A promotional film by the Florida Citrus Growers’ Association, previewing the advertising campaign planned for the year 1967-68.
Duration
55 mins

Title
Vol 13: Public Service Announcements and Public Information Films
Synopsis
Public service announcements have been a part of American television since the beginning of the 1950s, but they didn’t really come into their own until the 1960s when the campaigns became pretty extensive, including local and regional campaigns. The selection here includes a series of ads devoted to the "Keep America Beautiful" campaign about litter pollution.

A second set of commercials is devoted to the detection and treatment of diabetes, and features various celebrities. A third set of commercials from the 1960s for Citgo, the service station chain, announces the company’s name change from "City Service".
Duration
55 mins

Title
Vol 14: Gatorade/Other Van Camp Commercials
Synopsis
One of the most successful products ever advertised on television was Stokely Van Camp’s GATORADE, which was originally sold to athletes and eventually became a popular drink among the general population. This tape includes a cross-section of the different phases of marketing GATORADE, beginning with its purely sports-oriented approach--a football playing field and a team working out is shown along with a voice over that announces, "This is a laboratory."

The University of Florida Gators football team head coach talks about GATORADE being absorbed into the body 12 times faster than pure water, and its safety as a drink for athletes while they’re playing. Another ad shows a man mowing a lawn on a hot day, who can drink GATORADE safely, teenagers playing volleyball, a man running in the hot sun etc. Some of the ads parallel the subsequent successful campaign for light beer, presenting GATORADE as a drink that doesn’t fill you up, and show a woman at work in the kitchen, and a senior citizen enjoying GATORADE, others have a funnier approach, showing a matador about to face a bull in the ring, and a distinct non-athlete swinging in a hammock who expresses his appreciation for GATORADE, saying "it leaves room for the pizza." The drink’s nickname eventually evolves into "The Professional Thirst Quencher."

Other Van Camp commercials on this tape include their pork and beans, built around the theme of "Simple Pleasures Are the Best," dating from the 1970s and mostly showing families enjoying themselves, intercut with shots of Van Camp’s Pork and Beans being served and eaten. Commercials from an earlier era feature Van Camp’s Beans and Wieners.
Duration
55 mins

Title
Vol 15: Toy Ads
Synopsis
The 1960s saw an explosion in sophisticated children’s toys, as the industry began consolidating the phenomenal growth that it had undergone over the previous decade. Children were more sophisticated and aware, and the toys and the commercials selling them had to grow in a similar fashion.

JOHNNY LIGHTNING was a competitor to Mattel’s Hot Wheels. These commercials spotlight the second generation of Johnny Lightning racing cars including the Rocket 500. With track set ups named Indy, Canam, Le Mans, and Cyclone, Johnny Lightning was designed for excitement, and tried for even closer tie-ins with real-life drivers and cars. Johnny Lightning is seen in some of these clips getting endorsements from Mario Andretti, A.J. Foyt, Al and Bobby Unser and Rufus Parnelli Jones.

As for girls’ toys, SUZIE HOMEMAKER was the most successful line of children’s kitchen appliances ever marketed. The commercials here demonstrate in diverse and very funny settings the Suzy Homemaker Sweet Shoppe - sometimes complete with ice-cream maker.

BABY LOVE’N CARE was a less ambitious toy for girls. As its name implied, the doll required love and care, and girls are shown doing just that, including taking care of the doll when she’s "sick." DAWN didn’t need taking care of. A rival of Mattel’s Barbie, Dawn was a creation of American Character, and was more far more sophisticated than Barbie, as a character and a doll, with realistic walking action, a wardrobe that exuded late 1960s’ glamour, and a rich circle of girlfriends (Angie, Dale and Glory), and no Ken or Ken equivalent) of all races, all as stylish as she was. Additionally, Dawn was programmed to engage in real conversation.
Duration
55 mins

Title
Vol 16: New York State Savings Banks/Cough and Cold Remedies/General Insurance
Synopsis
NEW YORK STATE SAVINGS BANKS: A series of television ads from the late 1960s pushing the virtues of New York Savings Banks, emphasizing their stability, reliability and their benefit to the community.

COUGH AND COLD REMEDIES: From the late 1950s some of the first modern commercials were for cold remedies. Some are taken from WBEN in Buffalo, NY., including what may be the precursors to Contac’s tiny time pills, also includes early Contac commercials, and spots for Isodette, Tri Span and Poractin.

GENERAL INSURANCE: More of ex-football star Tom Harmon plugging SAFECO INSURANCE, as general and home-owner insurance specialists. Some accidents at home, in the car, and even on the boat are depicted along with SAFECO’s swift handling of them.
Duration
55 mins

Title
Vol 17: Squibb/Broxodent/Spec-T/Safeco Insurance/Old Crow Bourbon
Synopsis
The commercials for most upset stomach remedies during the 1950’s and early 1960’s were serious in tone, but SQUIBB had unexpected success with these commercials for Antacil antacid, which were funny.

The BROXODENT automatic toothbrush was one of a large number of electric toothbrushes that were sold to the public during the middle and late 1960s, as people became increasingly aware of new levels of health and dental care. Another device was the WATER PIK, which is seen here in two distinctly different kinds of ads, one a group of local-origination commercials with limited moving footage, lots of still frames, and a rough, informal feel; the second the national campaign ads, which are slicker, more informative, and feature elaborate graphics.

SPEC-T. was a new cough treatment during the early 1960s, in lozenges coloured red, yellow, and green that were designed to treat different kinds of sore throat, all relieved by the different kinds of Spec-T. In a second ad, a group of women stand at attention taking a pledge, like soldiers being sworn into the armed forces, involving the use of Spec-T. to relieve colds and coughs.

SAFECO INSURANCE is represented by a series of commercials dramatizing various household disasters that the company paid off claims on within days. Actress Jinx Falkenburg is seen in a series of commercials for gas ovens, all pushing the advantages of gas as a cleaner, faster, more sophisticated heating medium.

NATIONWIDE INSURANCE of Akron, Ohio presents its national network of claims offices. It also offers a symbolic commercial showing a motorist lost in the wilderness, being assisted by an Indian. The company’s life insurance offering, and its Family Securance Services, are also presented. CONGESTAID was a very successful aerosol medication during the 1960s, and was especially popular for use on children.

Finally, in an infomercial that was obviously intended for use by the company’s marketing staff, OLD CROW BOURBON and its virtues are trumpeted by Anita Gillette. She sings and dances her way through a 15-minute infomercial from 1968 on a set resembling a political convention. With delegates chiming in about the long history of Old Crow and Gillette acting as cheerleader, we are led into a mock sales meeting where the executives boost their successes and the potential for growth, including the fact that, while bourbon sales grew by only 4% in the previous year, Old Crow’s growth represented 20% of that total, and that 25% of bourbon drinkers were aware of the company’s most popular product.
Duration
55 mins

Title
Vol 18: Florida Orange Juice/Niagra Mohawk Electric Heating
Synopsis
FLORIDA ORANGE JUICE: A variety of commercials for Florida orange juice from the early 1960s.
NIAGARA MOHAWK: Electric heat became really popular during the 1960’s partly thanks to advertising campaigns like this one. In a series of ads by Niagara Mohawk (which emulated other advertising campaigns from other regions and power companies), electric heat is promoted for its cleanliness, ease of use, and simplicity.
Duration
55 mins

Title
Vol 19: Arthur Murray Show, The/ Stokely Van Camp Advertising
Synopsis
In the 1950s commercials could be incredibly overt and presented in an extremely aggressive fashion. THE ARTHUR MURRAY SHOW, sponsored by Newport cigarettes, was one of the classic examples - the 30 minutes of the programme here doesn’t feature any spots from the show, but it does have Bill Nimmo, the show’s announcer, insinuating himself into dozens of different live spots plugging Newport.

Also a range of hard sell commercials from the 1950s to the 1970 for STOKELY VAN CAMP food products.
Duration
55 mins

Title
Vol 20:
Duration
55 mins

Title
Vol 21: Hankscraft Moving Advertising Displays
Synopsis
A film explaining the success of Hankscraft, the main company responsible for the use of motion displays in stores since the end of World War II - "the secret of sales is to keep on the move." The level of innovation achieved by Hankscraft, from its first high efficiency motors to the development of transistorized flasher units, which made the displays stand out even further, is shown off in in-store displays for Post cereals, Seagrams, Hamilton Beach Blenders, Black & Decker Grass Cutters, Campbells and Pillsbury, Alcoa, Schmidt’s Beer, L&M Cigarettes, Kelloggs, Bissell Sweepers, Jello etc., all designed around different customized units.

The psychology behind different kinds of displays is also discussed - how certain categories of products, and household supplies, are impulse purchases and, thus, helped especially by the use of motion displays to attract attention. Motion displays also show how to use certain products, and tell stories behind the products, all analyzed in this programme. Also shows how motion displays recreate images used in television advertising - bringing the advertising campaign right into the presence of the customer, in 3-D, thus allowing a more integrated sales campaign than a still store display would permit.
Duration
55 mins

Title
Vol 22: Ideas in Motion
Synopsis
A follow up to Vol 21 about motion displays by Hankscraft, this programme looks at specific designs associated with certain products. Using front and back, internal and external views of successful displays, the company shows how its vast range of customized designs and specialized electric motors can be used in innumerable combinations and arrays, always surprising the customer and the viewer. The simplicity of the motion and the complexity of some of the linkages are striking, as is the diversity of products, from ice cream to beer that benefit from this treatment. Also shows motion displays demonstrating some products, and even the occasional celebrity tie-in, in the form of the CAR 54 WHERE ARE YOU contest, utilizing the images of Fred Gwynne and Joe E. Ross from the early 1960s’ television series, run by Proctor & Gamble.
Duration
55 mins

Title
Vol 23: Political Commercials Vol 1
Synopsis
Televised political commercials were born during the 1952 presidential campaign with the "I Like Ike" animated commercial for Eisenhower. Since thenthey have become more sophisticated, and generally more personal, as exemplified in this collection of spots dating from 1964 to 1970.

The first set of spots is a collection of commercials done for the campaign of Abraham Beame for Mayor of New York in 1965, featuring endorsements by Hubert Humphrey and Robert Kennedy, as well as Beame himself in a series of question-and-answer session addressing the issues of the day (which, among other things, include a surprisingly early mention of environmental issues, growing out of the then-current New York City water shortage). The second set of spots come from Hubert Humphrey’s 1970 campaign to regain a seat in the U.S. Senate in his home state of Minnesota, built around the catch phrase, "Humphrey-you know he cares" with the former vice president taking on Richard Nixon’s record on economics, the environment, nuclear arms control, social security, and other major issues of the day.

The major part of these spots feature the candidate in seemingly off the cuff encounters with ordinary voters, answering questions from these people. The next major batch of commercials comes from the 1968 Humphrey campaign for President. In addition to spots featuring Humphrey, commercials (really infomercials) on Senator Muskie, Humphrey’s running mate, are also included, giving a good biographical portrait of the vice presidential candidate.

Also featured are infomercials that include Humphrey’s wife Muriel, and Senator Ted Kennedy’s endorsement; man on the street interviews about the Democrats and what they’ve done for ordinary Americans; and even an appearance by an electronically generated cartoon character similar to "Stanley" from the Garry Moore Show. And Douglas Fairbanks Jr. appears in an appeal for funds for the 1968 Humphrey campaign.
Duration
55 mins

Title
Vol 24: Political Commercials Vol 2
Synopsis
This second collection of political spots from television includes more spots from the 1968 and 1970 Humphrey campaigns, this time all in colour. Also included is the long on air promotional clip for the 1968 presidential convention coverage by NBC, and an excerpt from Walter Cronkite’s coverage of the crisis that erupted over Civil Rights at the 1956 Democratic National Convention, when a group of southern delegates threatened to walk out if any support for a Civil Rights bill were included in the platform.

A brief fragment of a 1970 debate (featuring William Rusher of the National Review and former Senator Frank Moss of Utah) over anti-smoking laws from the house Ways and Means Committee Room is seen, along with footage discussing Kennedy, Nixon, and the so-called Missile Gap during the 1960 campaign; ads attacking Barry Goldwater’s stated position to sell off the Tennessee Valley Authority (an auctioneer takes bids on a dam); glimpses of the 1964 California caucuses; and Maryland Senator Charles Mathias campaigning for his senate seat.
Duration
35 mins

Title
Vol 25: Armed Forces Commercials Vol 1
Synopsis
The Vietnam War and its aftermath led to a huge explosion in commercials on behalf of the armed forces of the United States, because of the build-up of troops during the war and the need to shift to a volunteer force afterwards. These commercials, some intended for the general public but many only intended to be viewed over Armed Forces Television, try to "sell" the armed service. They offer various re-enlistment bonuses, equal opportunity protections and programmes, education offerings, and also give servicemen or women an understanding of their rights and responsibilities in terms of borrowing money, signing contracts, and conducting themselves overseas

The strangest of all the commercials here is a spot by George Jessel appealing for service people to drive safely in Vietnam, an eerie precursor to Martin Sheen’s line from APOCALYPSE NOW about Vietnam being to killing what the Indy 500 is to speeding). Some of this material is astonishingly crude, while other commercials are surprisingly slick, smooth, and "with it," especially those from the early 1970s, when the armed forces were required to reach out to volunteers.
Duration
55 mins

Title
Vol 26: Armed Forces Commercials Vol 2
Synopsis
The second volume of Armed Forces commercials offers William Conrad pushing support services for the pregnant wives of military personnel serving overseas, declarations of equal opportunity protection, safety tips, and re-enlistment bonuses, all hooked around the computerised army and navy. Also included are several spots done by the Smothers Brothers - who were considered too dangerously radical to keep on CBS, but not for the armed forces to use as spokespeople - using songs and comedy to push different armed forces education programs.
Duration
40 mins

Production Company

Name

CBS Television

Sponsor

Name

American Bureau of Advertising

Name

Television Bureau of Advertising for the Grocery Manufacturers of America

Distributor

Name

Video Resources New York

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Address
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