* Use this link to join our virtual program: https ://us02web.zoom.us/j/86290677072
\nTV&rsquo\;s f irst big hit\, Milton Berle\, appeared on The Texaco Star Theater\; Frank Sinatra hosted Bulova Watch Time. Throughout the 1950s\, advertisers were fully in charge\, controlling the content of a large part of prime time\, and selling their products through live demonstrations\, celebrity testimo nials\, inventive animation\, and ads that integrated directly into the pr ogram. With the shift away from full sponsorship to 30-second &ldquo\;part icipating&rdquo\; spots in the 1960s\, a new era of creativity emerged\, a s advertisers embraced new techniques and approaches in order to reach new generations of consumers. This talk will look at how advertising changed during television&rsquo\;s first two decades and the important role it pla yed in convincing viewers that the key to happiness lay in quite literally buying their way into the American dream.
\nBrian Rose is a profess or emeritus at Fordham University\, where he taught for 38 years in the De partment of Communication and Media Studies. He&rsquo\;s written several b ooks on television history and cultural programming\, and conducted more t han a hundred Q&\;A&rsquo\;s with leading directors\, actors\, and writ ers for the Academy of Motion Picture Arts &\; Sciences\, the Screen Ac tors Guild\, the British Academy of Film and Television Arts\, and the Dir ectors Guild of America.
\nAt the conclusion of the program please f
eel free to take a brief online survey here:
https://www.projectoutcome.org/responses/
63079
* Virtual programs work best with th e current version of the browsers listed below:
\n