Viewing page 4 of 21

[[start page]]
[[advertisement]]
GUERLAIN ANNOUNCES THE REBIRTH OF YOUR SKIN. AMBRULSION.
[[image- black and white of container of Ambrulison]]
[[image-black and white of a woman looking at the camera, behind her is the same woman profile]]
[[/advertisement]]

[[advertisement]]
Big and little late appetites. 
Two poached eggs, hickory smoked ham.
Hollandaise sauce.
Toasted English muffin. 
Bowl of fresh strawberries, cream.
Coke. 

Tea.
[[image-black and white of two women looking at the camera. Behind them is a painting of a naked woman]]
No minimum. Supper 11 pm to 2 am except Sunday. 5 East 45th St., New York MO 1-1200.
THE CATTLEMAN
[[/advertisment]]

4
[[end page]]

[[start page]]
[[image-black and white of Jason Robards and Lauren Bacall sitting on a sofa with coffee in front of them on a table]]
[[caption under]] Jason Robards and Lauren Bacall for Instant Maxwell House [[/caption]]
[[caption on the side]] MPO Videotronics, Inc. [[/caption]]

[[image-black and white of Jack Gilford]]
[[caption under]] Jack Gilford for Crackerjack [[/caption]]
[[caption on the side]] Rose-Magwood Productions, Inc. [[/caption]]

[[image-black and white of Lou Jacobi]]
[[caption under]] Lou Jacobi for Hertz [[/captioni]]
[[caption on the side]] Carl Ally, Inc. [[/caption]]

[[image-black and white drawing of Charlie Tuna hanging a diploma next to another fish]]
[[caption under]] Herschel Bernardi--the voice of "Charlie Tuna" [[/caption]]
[[caption on the side]] Leo Burnett Company, Inc. [[/caption]]

MOONLIGHTING ON MADISON AVENUE
BY BARRY TARSHIS

[[column 1]]
UNHAPPY with the scene, the director set down his clipboard, called over his leading lady and in hushed, measured tones explained what was wrong. Mainly, it was the cough. It was--well, to bronchial, if she knew what he meant. The leading lady nodded, indicating she understood the difference between a simple cold and viral pneumonia. Satisfied, the director retrieved his clipboard, squinted a moment into the floodlight and ordered the scene to begin again, from the top. Chances are, the aftermentioned leading lady isn't mentioned in Who's Who in
[[column 2]]
the Theatre. But if you watch television, you've probably seen her: perhaps portraying a mother who can't get her kids to brush after every meal ("What's a mother to do?), a secretary doubting the effectiveness of her mouthwash ("Bill's been so...I don't know, standoffish.") or a housewife who actually enjoys doing laundry ("My white things have never been so white!"). As such, she embodies the new spirit of cooperation between the theatre world of Broadway and the advertising world of Madison Avenue--a rapport which was proven mutually beneficial: fur-

5
[[end page]]

Transcription Notes:
fur-carries over to another page

Please note that the language and terminology used in this collection reflects the context and culture of the time of its creation, and may include culturally sensitive information. As an historical document, its contents may be at odds with contemporary views and terminology. The information within this collection does not reflect the views of the Smithsonian Institution, but is available in its original form to facilitate research. For questions or comments regarding sensitive content, access, and use related to this collection, please contact transcribe@si.edu.