Kick in the Pants

What does the consumer think about advertising? Nobody was quite sure. To find out, the Committee on Consumer Relations in Advertising, Inc., sponsored by advertising agencies, publishers and radio networks, questioned 2,000 consumers. The answers, published last week, were both a pat on the back and a hard kick in the pants for advertising men.

The consumers voted overwhelmingly that advertising is a necessary part of the U.S. economic system. A majority thought ads interesting, although too emotional and not factual enough. Only 17% thought advertising prose "silly." But more than half thought advertising was often in bad taste. They objected to detailed references to bodily functions, ads with the gossip theme (the "careless" beauty who becomes a social outcast) and sexy illustrations (44% would completely ban the nude or semi-nude).

More than two-thirds of the low income group thought testimonials were a racket. Executives, who possibly saw themselves as potential "men of distinction," were less mistrustful. Most radio commercials, said 57%, were a waste of time. Remarked the committee, in a vast understatement: "Unless some action is taken, consumer opinion of radio commercials is likely to get worse instead of better."

The majority of consumers are dissatisfied with present methods of labeling retail goods, especially foods, and would like stricter Government control so that they will be able to tell exactly what they are buying.

Despite the years of plugging "nationally advertised" brands, only 12% of the consumers thought that the best way to buy was to purchase a well-advertised brand. They had more confidence in the over-the-counter word of retailers. But they complained that retailers often don't know enough about the goods they sell to speak with authority.

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