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 Some telecommercials are as outdated as the nickelodeon's between reel slides: static, leering mink-coat models or unwinking concentration on a bar of soap.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, for some mysterious, feminine reason, kept plugging Lipton's Tea as she brewed a pot of her sponsor's Tender Leaf. There are mechanical embarrassments, too: the Gillette razor that got stuck in the middle of a display of its , simple operation.

Last week, Chesterfield was busily buying up other advertisers' contracts and erasing all the billboard ads at New York's Polo Grounds. The company would sponsor all telecasts of the Giants' home games next summer (over WNBT), and wanted no free riders (last year the Gem Blades billboard in Yankee Stadium stole Gillette's show). This summer, Chesterfield will make sure that the Polo Grounds is adorned with a big Chesterfield ad, deep in center field.

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