Now the moment you've all been waiting for ...
(Jack Jackson on 22 September 1955, at 20:12:07)
It's tingling fresh.
I's fresh as ice.
It's Gibbs SR Toothpaste, the tingling fresh toothpaste that does your gums good too.
The tingle you get when you brush with SR is much more than a nice taste - it's a tingle of health. It tells you something very important, that you're doing your gums good and toughening them to resist infection.
And as this chart shows, gum infection is the cause of more tooth losses than decay itself.The tingle in SR comes from sodium ricinoleate - a substance which both dental research and years of use in dental practice have shown to be good for the gums.
So to keep your teeth white as snow, your gums really healthy, and your breath really fresh, see your dentist regularly and brush with SR - the tingling fresh toothpaste for teeth and gums.
Voice-over spoke by Alex Macintosh over a block of SR in ice surrounded by 400 gallons of water syphoned from the gents toilet in the Pathe Studios in Wardour Street, and Meg Smith brushing her teeth.
Other advertisers on day one: Guinness, Batchelor's peas, Brillo, Cadburys, Crosse and Blackwell, Dunlop Rubber, Esso, Ford, Remmington Rand, Shredded Wheat, Surf, Watney's, National Benzole, Kraft cheese, Woman, Coty Brown and Polson, Express Dairy, Crompton Lamps, Summer County margarine, Ecko radio/TV sets, Oxo.
The price of a peak time ad on Associated Rediffusion was £975 for one minute, with half a minute costing £650. ATV were a bit cheaper at £950 and £633 respectively. The advertisers on the first day had to pay a premium of £500, which they thought was to go to charity, which in the end it did.
At the start of ITV it was possible to book the station clock, and place a seven second advert either side of it. Until July 1959 these didn't count towards the maximum per-hour advertising time, thus giving a possible extra 30 seconds of advertising time for the company. When this became part of the normal advertising time the intrusion was thought to be annoying with no benefits to the companies, and these spots were discontinued on 1 January 1961.
Definition - An Advertising Magazine consists of a linked series of advertisements for different products and services. The advertisements may originate from one advertiser or from a number of different advertisers.
Content - The content of the programme as a whole must clearly and unmistakably reveal and serve its advertising purpose.
There were several types of these programmes:
The Pilkington Committee put the knife into this style of advertising, and it was finally outlawed by the 1964 Television Act, although the Postmaster-General had already directed that they were to be discontinued from 31 March 1963.
Not very exciting, and they seemed to become extinct in the 1970s.
However in addition an hour might contain:
This pattern remained much the same today on terrestrial television. Although the pattern on cable and satellite has always been much more like the pre-1960 style.
Recent changes for Channels 3,4 and 5 have raised the peak advertising minutes and restored the possibility of 3 internal breaks in an hour programme. All really turning the clock back to 1960.