c'^ A DI3SKPTATI0N OW RADIO COMMK-TIIALS by Kermit A. Lundeli -2- SUMMAHY Although the therae contained hereln is written In a humerous fashion and does cite the extreme cases, it is not without a raain point, There has been a f?rowing on the part of the publlc towards the annoying radio comT^erc:'.als which are clutterlng up the alr waves of our radio network, The radio comraercials are no longer just a mere publlc nulsance, they are actually threatening the economic strunture of the broad- casting as we know it today, There is growing resentraent on the part of the sponsor who invests thousands of dollars on a re^lly worthwhile program, only to have it followed by a two rainute program consisting of one of the well known"singing cornmercials" advertising anything from bab7's diapers to automobiles. Conse^uently, I have endeavored to oonvey to the reader my Impression as to what the radio cormnercial is capable of. I have cited the example of an avera.ge, hardworking citizen who comes home from the day's work hoping to spend a restful evening llstenlhg to his favorlte radio programs, but is com- pletely upset b;'- the annoying radio cornmercials which are con- cinually interrupting the evening 's enjoyment. In fact, they are of such a nature that they clin* to his mind and even after retirinR, Instead of counting sheep, he counts boxes of soap, bottles of hair tonic, and bars of soap. -4- gradually drifts Into the land of ecstacy as the slow, sweet atralns of Beethoven's flfth Symphony drifts out of the radio loudspeaker, and for a moinent •(TOd's In hls heaven and all' 3 rlght wlth the world'. But, ålas, our friend does not remaln in thls relaxed state for lon.f^, for just as the music is reach- ing Its climax, a shrill voice cuts into the broadcast wlth •Zlotnick the furrler, Zlotnick the furrler, 12th and G. '. Frantically our friend reaches for the dial, but all he can hear are phrases like ' Ice cold fudgicle, Ice cold fud,Q;icl0 , Squlrt gives you go , and Beeeeee Oooooooooool • This is by far too unbearable for our hero, so he slams off the radio and, muttering a low curse on all radio commerclals, he trudges wearily up to bed where, so he thlnks, he will at least escape the gorrors of those infernal, idiotic verses. No sooner has he fallen off into a state of uneasy slumber, when the hauntlng, clinp;ing verses start runnlng through hls semi-conscious mlndj alowly at first, but rapldly reaching a tempo of the wildest war dance. 'Rinso white, rinso white — -, don 't make a move , Super suds, super suds , Make ralne Rupert • s beer ,Pepsl cola hlte the spöt , Copy cat, copy cat '. Faster and faster they come 'Mourton's, Mour- ton's Rinso Copy--Beeee-21otnick, Zlotnick, 21ot ', untll flnally he wakea up wlth a blood curdling scream! ! . . . .As he f ' -5- stares bllndly Into the darlcness whlch Is fast engulfing him, he reallzea that here Is an obstacle which he is helpless to overcorne, a perll that is gradually wearlng him down, robblng him of the spirlt of llfe itself . Can we, the engineers of Aifierlca, allow thls terrlble contition to continue? Are we to stånd idly by whlle John W, and millions of his brother countrymen are driven mad by this fiendish praetice? No I! We must use every ounce of energy and genious that we possess to develop a de vice which, although it will allow the wholesome, worthwhile programs to come forth from our loudspeakers, will filter out all extraneous adver- tlsing mat ter whlch our modem sponsors are determlned to shout into the unwilllng ears of the publlc. -6- BIBLIOCIRAPHY The subject matter used. in the constructlon of thls theme is largely orlpflnal, althoun;h it is based on the passing remarks of the people I hava talked v;ith, and also on coraments in several(no specific ones) small written artides dealing with or related to the subject.