Gunshots were now allowed. The campaign had been a success, and the company was now perceived, truthfully, as something other than a merchant of death. Du Pont dealt in textiles and plastics, in research of all kinds. Its commercial structure on Cavalcade was remarkable. There was no midshow commercial: instead, du Pont took a two-minute spot at the end. Delivered by Bud Collyer or Gayne Whitman, the spots were informative and, at their best, fascinating. There was no hard sell: they were straight reports of breakthroughs in the laboratory and in the field. The memorable slogan, "Better things for better living, through chemistry," became part of the American language through constant repetition on Cavalcade
( John Dunning )
[ On the Air: The Encyclopedia ]
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