The Record from Hackensack, New Jersey • 50

THE SUJiDAY RECORD, AUGUST 29, 1971 14 m- JSSLmWBmmmmmW ffiL iEKiVeBHBiHBH People Don Hum the Announcer TV Ad Men- Master jingle writer Steve Karmen (left) has won Clio awards advertising's equivalent of the Oscars for his work. Stan Applebaum (right) put "Pan Am makes the going great" to music. ARktrHAlg Km United Artists By BOB MICKLIN Special from Newsday NEW YORK When the New York City Ballet recently premiered a new George Bal-a i work called "Pa-mtgg," most of the critics were less than overjoyed. "A colorful animated travel poster and that's all," said the Daily News. "One can only hope that he (Balanchine) is not diverted any more by the PA RAM US Garden State Plaza Shopping Center Route 17 843-3830 flood of a i a commercials," said the New York Post.

But the unkindest cut came from Give Barnes of the New York Times. "The ballet is based on a commercial jingle publicized by an airline, which for reason of charity and libel shall remain a 1 Barnes wrote. "The music, incidentally, has been based on themes by Stan Applebaum and Sid Woloshin. Nowadays, not too much music is based upon themes by Mr. Applebaum and Mr.

Woloshin. I often wonder why." The a i 's best-known critic may be wondering but in fact quite a bit of music is based on themes by Mr. Applebaum and Mr. Woloshin. The Pan American Airways i 1 for example.

"Pan Am makes the going great" is Applebaum's tune; "For Once LnTTTTlE3 BB FOHT LEE 815 ABBOTT BLVD. 945-4244 OPPOSITE PALISADES AMUSEMENTPAR. i PROOF OF AGE I (ADMITTED REQUIRED cent. Eton 2p in a Lifetime, Get into This World" is Woloshin's. Both men are jingle creators, and while their mini-melodies have not earned them the fame or fortune of a Burt Bacharach or Paul McCartney, their audience is nearly as large.

Pan Am themes have been played on radio and TV in about 80 countries, translated in every language from Japanese to Portuguese. You might remember some of Applebaum's other jingles, such items as "don't settle for some of the taste" for Viceroy cigarets, or his current commercials for Japan Air Lines, Lipton soups and Avon. Woloshin, who like Applebaum has his own independent production company, was responsible for the i a 1 hymns to McDonald's hamburgers and the "lively ones" campaign for Ford, among other successes. Whether you consider commercials a welcome break in your TV and radio programs or a downright intrusion of privacy, there's just no way of escaping them. In the advertising business, the belief is music generally makes commercials more palatable and better remembered.

"People don't hum the announcer" is the slogan of 34-year-old Steve Karmen, one of the hottest independent jingle "ONE OF THE BEST TIMES I'VE HAD AT THE MOVIES THIS YEAR!" Gene Shalit Look Magazine latllUUlrt.J.rlJJl, "RYAN'S DAUGHTER" (GP) olio "PRETTY MAIDS ALL IN A ROW" John Philp Law Dyan Cannon "THE LOVE MACHINE (R) also "DOCTOR'S WIVES" HACKENSACK DRIVE-IN 142 7400 lODTE 46 CIRCLE LITTtE FIRRY SHAFT'S HIS NAME SHAFT'S HIS GAME "SHAFT" Woodv Allen Louise Lasser Rock Hudson Angie Dickinson ROUTE 46 DRIVE-IN 342 S9M ST OF 1001 CIRCIE "BANANAS" also "THE LEFT HANDED GUN" PRETTY MAID ALL IN A ROW" ment system, and the story is told perhaps apocryphal that the writer of the classic "see the U.S.A. in your Chevrolet" received only $750 for his work." Most writers work for a flat, one-shot fee. If the writer happens also to be the publisher of his jingle, he can negotiate commercial rights for his own material. The income potential is not nearly as great here as for the publishing and composing royalties of a hit popular song. Partly because it is the established tradition, partly because many jingle writers are individualistic enterpreneurs who have never banded together into a strong union, the fee system and lack of complete royalty protection is still the rule.

Perhaps one other factor is the blurry connection between a commercial's popularity and its selling power. Steve Karmen, the ad's musical writer, has no doubt that jingles can both sell and be considered art. Jane Fonda Donald Sutherland ROUTE 3 DRIVE-IN 939 40U lOim at ROUTE 17 SBfmmmmmm KLUTE (R) also THE WILD BUNCH (R) Central PEARL RIVER PE 5-2530 PARAMUS DRIVE-IN mute -sunn NOW PLAYING Moses Gunn Richard Roundtree HoffnMn JANE SHAFT" (R) also TOTOWA DRIVE-IN MrTCtt UC U4S SHOWN AT 7 9 P.M. FONDA NEWARK- GET CARTER" (R) DONALD "Who is Harrv Kellerman 344-2M0 DRIVE-IN "SHAFT" SUTHERLAND (R) FRIDAY HiWhosic makers THEATRES. manalanj oakula and why is he saying those hlute1 crooucuon and MICHAEL CAINE in "GET CARTER" (R) BOX OFFICE OPENS 7:30 Giant Free Playgrounds 7:50 10:00 SATURDAY 2:20 7:50 10:00 SUNDAY 2:20 4:45 7:50 10:00 terrible things about mer INTERSTATE RHOPPLNG CENTER, RAMSEY 327-0153J ponovis'on technicolor MATINEES 2 P.M.

SAT. SUN. DONALD JOSEPH t. ItVINt SUTHERLAND HEALTHFULLY AIR-CONDITIONED ITU Wat Iht swill olHAK CHRISTIAN tHOERSn RED CARPET THEATRES At luBASsr pirnrns mux VftThat book CENTURY'S niniuiM nuuwiu MUCH. nnimn num.

raassri writers in the business. Karmen, a Rockville Centre resident, recently won two Clio awards the advertising industry equivalent of the Oscarsfor his "you've said it all" (plugging beer) and "Tijuana Smalls" (cigars) commercials. "Advertising is more powerful than religion," Karmen says brashly. "More people watch television and listen to the radio than go to church, whether we like it or not. I use my slogan as my hustle, because the best commercials that use an announcer should have no music at all." Considering that the nation's top 100 advertisers were moved to spend more than $2 billion hawking their goods and services on TV last year, the power of advertising seems hardly disputable.

Commercials sell, yes, but what about art? "I consider myself an artist and a businessman," Stan Applebaum says. "In writing jingles, you have to get a marriage of product and melody, but if you don't work with the highest integrity you're only fooling yourself. Of course, you often work within limitations. Sometimes, in a genre of junk, you try to create the best junk that money can buy." "In today's art, the idea of message is passe," Sid Woloshin says, "but in advertising, delivering the message is the name of the game. There's a widely held shibboleth today that anybody who works at selling a product can't step over the line of artistic value.

I don't believe that. Commercials have changed the entire movie industry the camera techniques, the way music is used, the idea of being cogent in just a few frames of film. Yet there's still massive resentment against the commercial creators. Clive a s' review, his distillation of 19th century attitudes, was an example of this kind of snobb-ism." Despite the professional condescensions and even the frequent ridicule of the public, simple commercial jungles have sometimes found as much mass acceptance as the most popular of pop songs. "Pepsi-Cola hits the spot" was surely one of the most pervasive tunes of the 1940s.

"Rinso white," with its catchy bird-call whistle, the bubbly "Cresta Blanca" wine ditty, Pepsodent's '1 1 wonder where the yellow went," Lucky Strike's "Be happy, go lucky" and Dinah Shore's "See the U.S.A. in your Chevrolet," and other jingles of their ilk trace the history of advertising music through the last quarter-century. In recent years, however, jingles have become more musically sophisticated, in some cases so much like actual pop songs that the jingles have been burned into pop records without any accompanying advertising message. The Pan Am music has been recorded by Steve Allen, Sammy Davis Jr. and the recreated Glenn Miller Band.

Pepsi's old "Girl Watcher's Theme" by Sid Raymond) was a pop hit of a few seasons ago, while a jingle for Benson and Hedges cigarets also made the pop scene. A relatively newer development is the turning of established pop-song hits into commercial vehicles. For a long while, only classical and semi-classical themes legally in the public domain were used, but now one is as likely to hear yesterday's top 40 smash used to plug anything. Dodge automobiles had a swinging campaign a few years ago featuring a bluesy number originally called "The Sidewinder" when written by jazz trumpeter Lee Morgan. Dodge later switched to a top 40 hit called "Indian Lake." Jim Webb's pop classic "Up, Up and Away" has been featured in a two-airline campaign, while a movie song i-N is now The film! CLAIRID6E I CLAIRJDGE TOWN and i o-d A 1'.

5 WOOD-LEE SWAPARAMA AT UA 303 DRIVE IN FONDAlw ponovision technicolor fjg AFTWfOCHrilCOUCTCW -I lnrquHisM'SuaniiV Hm'Iw' TteHitoo called "Born Free" became a theme for Newport cigarets. The key considerations, ac-c i to Irwin Robinson, Screen Gems official, in whether a pop tune crosses the line into the commercial market or whether the song meets the advertiser's needs, the publisher's willingness to 'lease' the song, and the client's willingness to pay the price. "Premium prices are often paid for big hits because the advertiser knows he's getting instant recognition of the jingle," Robinson says, yet not all such deals are mutually profitable. One top jingle writer mentions tie reported $65,000 dollars paid by a leading auto manufacturer for the rights to a smash rock hit of a couple of years ago. There-suiting ad campaign fizzled out quickly.

A differing view is offered by Steve Bedell, vice president and director of creative development for the Wes Far-rell organization. Farrell, one of the top record producers in pop music and responsible for the music on the "Partridge Family" TV series, decided two years ago to expand his company into the commercials field. This year, commercials account for 10 per cent of company business. Whether independents are one-man shops like Applebaum's or Karmen's, small companies like Woloshin's or multilayered organizations like Farrell's, the creative procedure and selling of jingles is much the same. After a new campaign is worked over by the ad agency and client, writers sometimes one, but usually several are asked to submit demonstration recordings of their musical ideas.

The heavy thinking on Madison Avenue may take a long time, but once a writer is chosen, he's often expected to compose a jingle in less than a week. The jingle writer, however, often is like a would-be bride getting asked is the crucial problem. "This is a business of friendships," Sid Woloshin says, "and it's a business with an elite establishment." It's also, Woloshin claims, a business rife with pretension and theatricality. "We're always going around knocking on doors," Karmen says, "looking to hustle our product. The foothold can be just one commercial that they've heard before." Even a well-known success, however, doesn't guarantee more jobs.

"A constant sales pitch is necessary," Stan Applebaum says. "Even after I wrote the 'going great' theme for Pan Am, I was amazed at how many doors didn't open." Hedell, who solicits advertising work for the 22 free-lance and full-time song writers on the Farrell organization's payroll, claims that "the people in buying positions at ad agencies rarely have the time to go out and seek new writers or producers. They'll seldom see someone they haven't worked with before." For the chosen few, however, the re a can be highly satisfying. A top jingles writer can make $100,000 a year, even a moderately successful one can earn from $3,500 to $5,000 per jingle. Still, the writers often claim inequities in the established pay- torn Cokrtw Retires BM FIRST RUN in Rockland County at our Regular Prices Washington Shopping Center 249 Pisick Road Washington Township 1 I II I I 1 III EM CAEfUttr AW- CONDlriONfD 666-9100 MMIHTlJ Ill adjacent to the RKO-'TaJiLEY WARNER cfoftddutherfoftd janefondQ 1 WHAT'S 'THAT tjUMcUneSusann's The Lw1 Machine CYAN CANNON ROBERT RYAN eMLjMMLBBHBSWasaWBRTSy jatea.

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EVE ADULTS St. 50 TMiATRts mm "Devastatingly, Wildly Funny!" NOW THRU TUES. A story of love. Rmed by David Lean Ryan's cpi In od indicates the film wat and approved under the Motion Picture Cede ef Self-Regulation. AU AGES ADMITTED jsS General Audences mm WALTER JnATIHAU STAPtETOM AU AGEb ADMITTED Own DAK NEIL SIMON Play Parental Guidance Suggested Daughter RESTRICTED Under 17 requires accompanying fl Parent or Adult Guardian iiEnorjmtauwMMiearaS NO ONE UNDER 17 ADMITTED Age limit may vary in certain areas) SUN.

Mi "STERILE MON. TUES. Use of these symbols in advertising is at the discretion of the theater. This guide published as a public service by this newspaper. I LEM0INE AVE.

I FT.LEE 944-2500 E. Lewine presents a Mike Nichols Film starring Jack Nicholson Candlce Bergen JarqucliiicSustinn's Joseph -C IxSHIaHiinr mmcwfiCOTiWNjiiwcoopi rr 01 3 wmu.a.rmw.n iron UNAOOO SH0PPIK CENTER FT, LEE 944-6900 mm MOVIES! "ONE OF THE BIST TIMES I'VE HAD AT THE THIS -Ow. UiaK. Uioh Mgui Durtin Hoffman Q) BorbofaHcins David Burnt Dt lultw1 "Who is Harry KdJennan end wtry he jeyng thene tfmWe ebout mtfi SHAFT his name. SHAFT hbgamc, to DC UAll tUifT" A CTIQI IMT.

Crt I inuAMT (W-rn rwnr num. ramus fcnn 5-4449 rrotk lory of dlicovary I ice. told In an il-l ay" ABC-TV I Knowledge I have experienced only three or four movies that I was genuinely sorry to see end. I was sorry to see 'Carnal Knowledge' end!" Vincent Cutby. H.

V. Times "Carnal Knovvledge' is a feast of a film. It is a very funny and very cruel and very sad film. Mike Nichols uses the screen as it has rarely been used heretofore. Arthur Garfunkel and Jack Nicholson are superlative, umike too many of today's films, 'Carnal Knowledge' lasts beyond the watching; it sticks to the mind-ribs and bears long retrospection.

The film is brilliant" Judith Cast, N. Y. Magazine "Carnal Knowledge' is one of the best mOVieS evetY'te Smith. rwxrm jrvTri jiiKUtvj aurrvnii 'Majck LCWO rWAJlA. I KJN Sumne CHARD ROUNDTREE Co Suirmj MOSES GUNN ScxtreUy by ERNEST TlDYMAN JOHN BLACK Baud won the rwlby ERNEST TIDVMAN Muic by ISAAC HAYES Changes awoucw oy JUtL rKttmniN Uareltd by UUKUUN PAKKi METROCQIOII MGM CO 3 CD Q.

Id CD s. 3 CO Jl HIUHOUSLB OLItfKH CONMT (0 LU 5 THE SENSATIONAL SUMMER HIT '71 i air-conditioned SWING VAUtY.N. FIRST EXCLUSIVE ROCKLAND SHOWING No vantt.Cl t-l44S Durtin NIUUESTSNOmmrUZt SUMMER OF 42 FROM HERMAN RAUCHER'S NATIONAL BEST SELLER JZ 5 "ONE OF THE BEST TIMES I'VE HAD AT THE MOVIES THIS YEAR!" One LooklU9MnK Hoffman "Who is Harrv JENNIFER O'NEILL GARY GRIMES JERRY HOUSER 11.30 a.m. 2 Public Hearing. Guests are Monsignor Joseph O'Keefe, Secretary for Education of the Archdiocese of New York, and Leo Pfef-fer, Professor of Constitu-t i a 1 Law, Long Island University.

Topic is "Government Aid to Parochial Schools." 4 i Line. Guests are John Sullivan, Jr. and Arnold Gordon of the Office of Emergency Preparedness, and Elliott Gray, district director of the IRS. 1:30 p.m. 7 Issues and Answers.

Secretary of Labor Jame D. Hodgson will be interviewed about his support of the 90-day wage and price control. 8:30 p.m. 2 Sonny and Cher. Guests are Phyllis Diller and the rock group Fanny.

10:30 p.m. 9 Special. Miss Black Teenage America Contest. From Atlanta, Georgia. 12 midnight Candid Camera.

HELD OVER 2ND BIG WEEK! JO TJ 2 CD CO CD 0 Nw Kellerman and why is he saying those terrible things about FAYEDUNAWAY HI lit .1100 Mflse Nichols, Jack Bergen, AnGarftinkel AnnMargrel and Jules Feifier Cany Knowledge. laa.au: St. The following changes in today's TV schedule arrived too late to be included in today's TV Week magazine. Additional changes will be noted in the daily TV listings of The Record as they are received from broadcasters. 10:00 a.m.

4 Open Circuit. Guest is George McMurray, Commissioner, N.Y.C. Agency for Child Development. 10:30 a.m. 2 Look Up and Live.

"Ma-sada: A Struggle for Freedom," focusing on Masada, ancient rock-fortress in the wilderness at Judea overlooking the Dead Sea. Professor Yigael Yadin, ar-cheologist, is interviewed. 4 Man in Office. Guest is Lester Wolff, Democrat, of the 3rd Congressional District in N.Y.C. 11:00 a.m.

4 Newslight. Guest is Paul O'Dwyer. cumsto showius nut DOC and Jill MI1W HARRIS YUUN SuMNieRlRee X3 CO -o Z3 WtM STACY KEACH Q. MICHAEL DOUGLAS RESTRICTED Under 18 requires accompanying Parent or Adult Guardian An Avco Embassy Picture flrttY TUtSOAY NrGMT IS MVS' NIGHT OUTJ i iu run ii nmv van uijAr wunrjY Klbrtr LAOIES' MIGHT I mfSk 3B2tV LWt aUMITTIO FOR 11 OO iit 6 Paltiidti ny 11 nOW a. 9UIA81 oif-tond udasof jeonpojd aMjroaxi jeyied Aq ueuuM USQIS Pmoib Jau6saa I if iiiilFoTn 346 Kinderksmick Road PASCACK VALLEY SHOPPING CENTEflJ LiertrriM K7TTt I .1 I'M O'lngtburg Shopping Ceter Childr.n 60 all 1 i a mil DnnMins MATS DAILY at: I Orangeburg Theatre NOW SHOWING! EXCLUSIVE! NORTH NEW JERSEY ENGAGEMENT r- I SUN.

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