Smithsonian World: Selling The Dream

The award-winning Smithsonian World this time turns its penetrating eye on the subject of advertising in Selling the Dream, a look at both the past and the present state of advertising in America. The main thread running throughout the program is Gray Advertising's attempts to create a television commercial for a new sports car from Mitsubishi. The idea--to compare the natural beauty and handling of a racehorse with the car--goes through several modifications before Mitsubishi is finally satisfied with it. In addition, the tape features some wonderful commercials from the past: a live commercial for a refrigerator whose door is stuck, the famous Alka Seltzer "Mama mia, that's a spicey meatball" commercial (everyone remembers the commercial but not the product), and Clairol's "Does she or doesn't she?" Towards the end of the program, media critics such as Todd Gittlin comment on the uses and abuses of advertising. (It would have been nice if more time had been spent on discussing the pros, cons, and cultural effects of advertising.) As a colorful introduction to the subject, however, which touches on many different aspects, Selling the Dream does an excellent job. Highly recommended. (See FRONTLINE: TO THE BRINK OF WAR for availability.)