Don Canney

Although commercials can be some of the most maddening of life’s interruptions, comparing those commercials of today versus those of the 60’s gives us a real view of how lifestyles have changed.

One, there are more commercials today, and two, they are typically shorter in length but scheduled ten to fifteen in a row. I often joke that I was watching commercials on Sunday afternoon when a football game broke out!

While having dinner one recent evening and catching up on the TV news of the day, of course several commercials were interspersed amongst the broadcast. It seems like watching any of the major network broadcasts of today will yield nothing but political spots (until we are all thankfully saved come the election in November). Opting for cable channels will give us anything from bodily malfunction commercials to infomercials ending with, “but wait, there’s more!” Of course, if you are a streamer, you can avoid all the above, for a fee.

We see commercials today for products that address anything from ED to bladder control, a product allowing you to “shed pounds” by cranking a couple pedals while sitting on your couch, various prescription drugs that must drive doctors bonkers when patients come in asking for them to cure what they positively now suffer from, to ads once viewed as taboo images of male and female models selling the latest chic underwear. And don’t forget the newest spot helping you to avoid body odor in an area never before mentioned on TV.

We now see doctors and lawyers advertise. Decades ago, they were not allowed to do so as it was considered unprofessional. I recall the likes of aggressive personal injury lawyers we see advertising today once referred to as ambulance chasers.

In the days of black and white television, a viewer would never in their wildest dreams think of seeing anything close to the images we see on television today. A woman modeling, “unmentionables?” Uh-uh. A guy in briefs? Are you kidding? Prescription drugs? They were few and far between. Although ED most likely existed, it was kept quiet. Bladder control was not discussed in public and certain body odors were also kept under wraps (pun intended).

Back in the day, we were “serenaded” with the likes of cigarette, beer, cereal, and airline commercials. Following the surgeon general’s declaration that cigarettes caused cancer, they were prohibited to advertise.

Remember the Marlboro Man, who, ironically, died from COPD? Or “Winston tastes good, like a cigarette should,” with Fred Flintstone and Barney Rubble as spokespersons? How about Virginia Slims (you’ve come a long way baby) or LSMFT (Lucky Strike Means Fine Tobacco)?

Budweiser (the king of beers), Miller (the champagne of bottled beers), and Schlitz (the beer that made Milwaukee famous) were some of the national beer brands, while Carling Black Label (from the shores of Lake Cochituate), Schaeffer (the one beer to have when you’re having more than one) and Narragansett (Hi neighbor, have a Gansett!) were local favorites.

We still had Tony the Tiger (They’rrre Great!) on what were then known as Sugar Frosted Flakes (before sugar was deemed unhealthy) and national sports stars on boxes of Wheaties. Sugar Pops, Trix, Coco Puffs and Lucky Charms were the kids’ favorites, often hiding special surprises inside the box, of course lodged at the bottom. Some kids figured out it was smarter to open the boxes from the bottom to retrieve the hidden gems.

Airlines had various national advertising campaigns then with American, United, Delta and now defunct regional airlines such as Eastern and Northeast filling local airwaves. United’s “Take Me Along” campaign, where the husband received one third off his flight if he took along his wife, was a popular ad, but would be extremely sexist today. Search for that commercial and you’ll see what I mean.

Not to judge, or say one era was better or worse, but they are sure different. Norms, lifestyles, regulations, ethnic backgrounds, and personal needs have always been reflected in those annoying images we see popping up and interrupting our favorite programs.

But, not to worry, because “we’ll be right back, after this!”