St. Louis Post-Dispatch from St. Louis, Missouri • Page 23

I 1 ii. s. nr. i. I Published Lveri WeeKoau and in the' PART THREE ST.

LOUIS, MONDAY, DECEMBER 27, 1954 PAGES 1 8G Television in Review Cochran Portrait Given to Hospital The British Approach To TV Commercials By John Crosby NEW YORK. Dec. 27. OR THE lst couole of months British nubll. ft cations have een flooded with advertising about advertising.

Britain is about to be embraced by commercial television and the ad 4t agencies are busily telling the people in a discreet British way, of course how adept they are at making television commercials, a feat that jz- lJr "V1" m7m5 has never been per formed in Britain tzx before. To quote one of these advertising i fX- ads at random: "British commer cial television would be some thing quite new; JOHN CROSIY something on its Wf'" 1 Vr own. It would be unlike BBC television because It would be commercial. It would be unlike American television because it would be British and especially because there would be no sponsored entertainment as in America." (British ad agencies will have no voice in programming; they will just Insert the commercials as we do Here in magazines and newspapers). 6 WELL.

WE GOT a little foretaste of just how BURNING SHIP ABANDONED Smoke pours from Danish freighter Lexa Mersk as it burnt off Sinqapore. The gap in the hull, from deck to water Harbor firemen today gave up all attempts to extinguish the fir, British British commercials are going to be the other day on Eric Sevareid's program "The American Week." From Sir Kenneth Clark, the czar of British commercial television, Sevareid procured some British TV commercials (which have not even been seen in Britain) and also a line, was caused by collapse of warped" plates, which started Saturday. filmed interview with Sir Kenneth. The British had inspected about 1000 of our TV commercials and Sevareid Inquired of Sir Kenneth what he thought of them. "They're a pretty mixed lot," said Sir Ken neth carefully.

"There are some amusing ones, especially the cartoons. But there are some that are a bit too insistenttoo insistent for us, I 1 5 at any rate." 0 iff THEN WE GOT some samples of the British or uninslstent kind of commercial. They were, I'm forced to confess, fearfully British and frightfully uninslstent. One of them opened with a hearty Briton saying: "Hello there. I want to talk about penguins." And talk about penguins he did about small penguins that live Group taking part in ceremony yesterday at presentation of portrait of the late Congressman John J.

Cochran to John J. Cochran Veterans Hospital. left: Charles A. Morgenthaler, who painted the portrait, which hangs on wall of hospital recreation room; City Comptroller Milton Carpenter; Percy M. Gash, past diet grande, Voiture du Missouri, of the Society of 40 and 8, honor society of the American Legion; Dr.

John Claiborne, manager of the hospital; O. J. Laubenthal, grande directeur of child welfare of the 40 and 8, who presented the portrait; Mrs. John Snyder, a sister of Representative Cochran; James Cochran, a brother; John Snyder; Mrs. R.

F. Jeorling, a niece, and Mr. and Mrs. Robert Cochran, a brother and sister-in-law. The portrait was commissioned by Voiture No.

38 of the 40 and 8. Ity Post-Dispitrh rhijtogrtpher. off the coast of Africa, about king penguins Who warm their eggs between their feet and bout imperial penguins. "And also the other kind of Penguin," he added diffidently, "milk chocolate Penguins" and he held up a bar -niggesi mux cnocoiate car in Britain." And that was that ANOTHER ONE OPENED with a burly char 0 acter, fingering a book. "I'm a Scot," he announced.

"I always thought it was (I didn't catch the name of the author) who first acknowledged the superiority of Scottish oats." And he held up a box of Scott's Oats. "That's 1 why I suggest you buy them." And that was fr if i ft. Tjprmr that. The last one was a little more elaborate, a little closer to the spirit of American TV commercials but not too close. There was a film of a man asleep.

The Idea: Will he get to work on time? The milkman doesn't wake him. The traffic doesn't wake him. Even the baby's crying doesn't wake him. Right here the suspense was terrible but then he was awakened by his trusty Westclox in the nick 'of time. As dramatic commercials go, it didn't even approach some of our own where a girl's future happiness Is absolutely dependent on the kind of face cream she uses- But it edged in that direction and in a few years who knows? Maybe the British will see a girl with her man after switching to Pear's soap.

NOW THAT THE BRITISH have or soon will have maybe they'd be interested in another American invention of ours. A CBS engineer, I read in "Variety," has invented a laugh machine for those TV situation comedies. Engineers have six control levers with which to increase or taper off laughter and can feed recorded sound into an amplifier to build up laughs that aren't very big. After commercials, Britain, the next step is canned laughter. (CoDvrlum, 1854.) HISTORIC PAINTING DISPLAYED Scene at Achievement House, 76 Vandeventer place, at opening yesterday of exhibit of "The Black Madonna, which was lent by Mrs.

foustave Lippmann tor the holiday season. From left: Mrs. J. E. Mitchell, president or Women's "The Black Madonna," which was lent by Mrs.

Gustave Lippmann for display in Achievement Association; L. F. Pinkus, daughter of Mrs. Lippmann, who spoke on the painting's history, and Mrs. Lasalle Prichard, member of the achievement association.

The painting, regarded as the work of a Sixteenth Century Spanish artist, came to the United States from the Philippines after the Spanish-American War. Eventually it came into possession of Gustave Lippmann, who sent it to New York for restoration, where it was stolen. Several years later the painting was recovered by Dr. Lippmann, dj Pot-Diitch piKitognptBr, I Dog of the Week CRACKING DOWN ON SPEED At top, a St. Louis police radar patrol squad sets up equipment on St.

Louis avenue, between Sarah street and Vandeventer avenue, today to- check on the speed of passing automobiles and At bottom, Motorcycle Patrolman Mathias Schaughnessy writes out a ticket for the driver of an automobile which the radar unit timed at 40 miles an hour. A police campaign for tighter control of the speed of traffic is under way to reduce the number of deaths and injuries jp Po DiWrt ptiotojriijKr. Try and Stop Me By Bennett Cerf A PSYCHOLOGY PROF at Northwestern has come up with statistics purporting to prove that during an average housewife's lifetime she cooks 35,000 meals, makes from 10,000 to 40,000 beds, and cleans 7000 plumbing fixtures. All that activity still allows her time to give her husband driving instructions from the back seat and to Remind him that he's telling his favorite story all wrong just as he's getting to the point of It. TURNS OUT that all that commotion at the Central Park Zoo the other day was caused by an elephant who had gotten an elephantine bun on and thought he saw an endless parade of pink and green men marching past his cage.

I "THERE'S ONE sure way to wake a young boy up," counsels a mother -of six. "Just tell him he has to go to bed!" ADVERTISEMENT 1 1 Sure sign of a Perfect Party! PREMIUM QUALITY 8 Sh Ceremony at ground-breaking yesterday en new site for our Ladv of Divine Providence Catholic There need I be no crying over, pill -milk in the start, the new BREAKING GROUND FOR CHURCH vear with the current Doa of the Week as an adoDted member. The two- Church, 8874 Pardee road, Affton. Participating (from left) are: Robert J. Fisher and Harry J.

Ewers members of the building committee; the Rev. Vincent J. Duggan, pastor of the church, and Herman J. Thomas, parish treasurer and member of the building committee. The silver shovel used in the ceremony was purchased by the Holy Name Society.

month-old black and white female demonstrates how it will take care of such emergencies. The pup is available for adoption on application, in person, at the Humane Society shelter, 1210 Macklind avenue. Bj ltr Llnok. Pot-Oliitcll Photorhir. tm.

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