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Television Commercials / Integration #1936

ABC Evening News for Tuesday, Sep 03, 1968
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(Studio) 150,000 television commercials made yearly in US. 100 million daily see them. Report on steps to balance television commercial.
REPORTER: Frank Reynolds

(NYC) actor Stanley GREEN - gives his name. Here for Cool Whip.] Green auditioned for role in commercial. Advertisers pressured to integrate commercials. Last December, of 8,000 commercials surveyed, only 16 had Negroes in them. Cool Whip audition shown. Company feels black Americans should be fairly portrayed. Discussion of audition occurs. [SPKR. - says Green looks like we were casting Negro. He's so friendly looking.] [2nd SPKR. - says wants to identify with Negro. Can't with matinee idol.] [Black TALENT AGENT - says they send back models saying they're too beautiful.] She's bitter about roles models chosen for. [AGENT - tells of audition where advertisers decided against using black for porter. Most of jobs "back of bus" sort of things.] Commercial with black kids shown. Commercial with 2 famous black boxers shown. Commercial with black mother and child shown. Children need to identify with black adults on TV.
REPORTER: Peter Jennings

Reporter(s):
Jennings, Peter;
Reynolds, Frank
Duration:
00:05:30

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