Our Man Godfrey

Obviously, a television performer had to have considerable talent and a great rapport with his audience in order to survive on television. But he also had to have the ability, and motivation, to sell. A performer’s career could end rather quickly if he or she did not move enough product. (Sid Caesar was a notable exception to this rule, as he refused to present products or ads in Your Show of Shows.) As Hal Davis, the promotion vice president of Kenyon and Eckhardt advertising, warned in 1954, “People will buy products pushed by personalities they like,” and stars who “refused to deliver commercials won’t be around long.” ¹ It was generally understood that a television star’s image had to be consistent with the image of the sponsor’s product in order to successfully initiate viewer identification with and desire to purchase a specific brand. In addition, a star had to exude an honesty or “naturalness” that would engender trust in the audience. George Burns acknowledged the dual responsibility a star had when acting as a product spokesperson: “[Gracie and I] don’t try to kid people, but we never forget we’re supposed to sell Carnation milk. We make every effort to do it as honestly as possible. If we don’t sell the product, we don’t have a show.” ²