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07208_Field_TCUM T773.txt
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1996-04-10
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946b
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16 lines
underestimating Mr. Nixon’s formidable appeal to the vast
conservative forces of the United States.
Another way of explaining the acceptable, as opposed to
the unacceptable, TV personality is to say that anybody whose
appearance strongly declares his role and status in life is wrong
for TV. Anybody who looks as if he might be a teacher, a
doctor, a businessman, or any of a dozen other things all at
the same time is right for TV. When the person presented looks
classifiable, as Nixon did, the TV viewer has nothing to fill in. He
feels uncomfortable with his TV image. He says uneasily,
“There’s something about the guy that isn’t right.” The viewer
feels exactly the same about an exceedingly pretty girl on TV,
or about any of the intense “high definition” images and
messages from the sponsors. It is not accidental that
advertising has become a vast new source of comic effects