Ever vigilant to present `the preferred angle'

Kenyon, Victor
January 1996
Advertising Age;1/8/1996, Vol. 67 Issue 2, pS22
Trade Publication
The article describes the struggle of executives of automobile advertisers in moving from the comfortable medium of print to television advertising. Television advertising caused a semi-revolution in agencies. Through the 1950s and the 1960s, the agency presentation still used print as the main sell for each year's campaign theme, with television as the follow up. Motion became the key in performance television spots and demonstrations using dare-devil driver refugees from state fair thrill shows. The advent of television was perfectly suited for trucks. It encouraged all the tough truck images to get even tougher.


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