Business: THE SOPHISTICATED SELL

Advertisers' Swing to Subtlety

ADVERTISERS in the U.S., in recent years, have filled newspapers, magazines and television screens with talking dogs and tattooed men, philosophical musings and the Piel Brothers. Though some of this procession represents the extremes of the huckster's art, the pattern reflects a basic shift in the philosophy of salesmanship that has influenced advertising from Madison Avenue to Madison, Calif, (pop. 400). The new pitch: sophisticated selling.

The new look and listen in advertising recognizes that the U.S. consumer in 1956 is bettereducated, better-traveled and better-paid than ever. Says a...

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