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06813_Field_TCUM T378.txt
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1996-04-10
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983b
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16 lines
Depth involvement encourages everyone to take himself
much more seriously than before. As TV cooled off the
American audience, giving it new preferences and new
orientation of sight and sound and touch and taste, Al Capp’s
wonderful brew also had to be toned down. There was no more
need to kid Dick Tracy or the suspense routines. As MAD
magazine discovered, the new audience found the scenes and
themes of ordinary life as funny as anything in remote
Dogpatch. MAD magazine simply transferred the world of ads
into the world of the comic book, and it did this just when the
TV image was beginning to eliminate the comic book by direct
rivalry. At the same time, the TV image rendered the sharp and
clear photographic image as blur and blear. TV cooled off the
ad audience until the continuing vehemence of the ads and
entertainment suited the program of the MAD magazine world
very well. TV, in fact, turned the previous hot media of photo,