Radio: A Message from the Sponsor

Commercials for television are causing deep furrows in admen's brows. The perfect solution, advertising experts have decided, would be an overpowering combination of eye-catcher (four roses in a hunk of ice) and ear-filler ("Pepsi-Cola hits the spot").

But techniques are still varied and far from smooth. Some telecommercials are as outdated as the nickelodeon's between reel slides: static, leering mink-coat models or unwinking concentration on a bar of soap. Some are working along promising lines: most admen admire Lucky Strike's cartoons and its battalion of animated, marching cigarettes.

The problems are varied and vexing. There is the human element: the smiling lady, who,...

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