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Show The National Enterprise , March 30, 1977 Page 8b SUPERVISION AND QUALITY EMPLOYEES MAKE THE DIFFERENCE! TRI-LEV- EL COMPLETE JANITORIAL SERVICE WINDOW CLEANING ONE TIME CLEAN-UP- S WALL WASHING CARPET CLEANING FLOOR STRIPPING RESTROOM SERVICE can't remember the brand name of the soap commercial that shows a supercilious peddler who offers fifty bucks for a grimy tee shirt, then tears it in two to wash one half cleaner in his particular suds. I get preoccupied with the creepy woman being overwhelmed at the profit margin in the shirt to I YARD CARE fl OFFICE BUILDINGS D FACTORIES O DEALERSHIPS remember to whom the commercial belongs. Before my retirement as Fred J. Glotz on talk radio, we The typical used to discuss aggravating commercials. commercial like would the from the caller remark be, "I dont and I won't buy their product." I know the feeling. I took an oath in the privacy of my shower that Zest soap would never touch my body because they introduced it by promising that if I used their soap it would, for the first time in my life, make me feel really clean. I took that as a put down to my personal hygiene. I feel really clean quite regularly and don't like my lavatory habits to be questioned. Surely you have seen commercials, not necessarily soap, that have rubbed you the wrong way. I can't for the life of me understand how selling Avon makes the seller feel so happy any more than 1 can understand how the Wisk commercials sell that product. But it does sell - even though it seems in incredibly poor taste to have busboys, waiters, tour guides and other strangers point out unclean collars and jeer triumphantly that you are suffering from "ring around the collar." Goodness sakes alive, as we used to say in the Navy, is there no flaw in us that domestics will fail to point out? If many commercials are so patently offensive to good taste, why are they running? Because they sell. I mentioned that I cannot remember the name of the generous and overzealous soap man who offers top dollar for a tee shirt to tear up. Iam annoyed by the spot, but I could be buying his product. Others of us do indeed buy products whose advertising galls us. And that's the reason they keep on running: they are successful. They move people which, in turn, moves merchandise. If they didnt sell, they wouldn't continue to run. So, if it bothers you to see offensive commercials, bite your lip, refuse to buy and say to yourself or your television set, .Tut, there are dunces who will respond to their message, but not I." Proprietary drug commercials seem to be even more effective if they give you a pain where you should have pleasure. The more painful the headache-remed- y message the more likely it will sell. Alka Selzer spots are pleasant and memorable, but, according to one nationally recognized expert, they are too pleasant to see, hence not as effective as a faceless cold suffered with a diagrammatic sinus opening and closing for the grotesque lout. Summary: Bad advertising will be around as long as it sells product. And, is it bad if it sells? Should advertising be aesthetically pleasing? Can advertising be lovely to look at, delightful to behold and sell as effectively as a head pounder? The answer is a resounding: probably. Kraft Foods has been doing nice commercials for years. So have a lot of others. I D STORES D BANKS Since 1958 3532 So. West Temple QaODDGj, naonodGos 9 MlfOOqM I AIR CARGO Singular designs in plants and cut flowers. to SAN FRANCISCO and LOS ANGELES Sunday thru Friday Next morning delivery in-bou- nd and ora out-boun- d! 1314 Foothill Drive Adeiphic CargoExecutive Enterprises Terminal Salt Lake International Airport, (801) 533-081- Delivery Service 8 583-31- 13 o |