a typeface as novelty or decoration simply to grab attention, or abused a
photograph, painting, or drawing merely for shock value. The audience was
never treated as visually illiterate, and by making the public feel good about
CBS’s intrusion into their lives, Dorfsman instilled a pride of viewing.
Among the ads that still resonate—indeed could be reprised today
without changes—“Ha, Ha, Ha: He laughs best who laughs last” is
economical yet eye-catching. The word hagrows larger according to the
Neilson’s ratings response to the comedy shows of the three television
networks, turning into the largest Ha,which represents CBS’s high
standing. Without the benefit of a hard-sell slogan or sensational image,
but by harnessing the power of irony, Dorfsman let type alone to do the
persuading. For an ad entitled “Worth Repeating, CBS News” Dorfsman
used bold, disproportionately large quotation marks sitting majestically
upon a pedestal of copy. These curiously abstract marks have greater
shouting range than any single line of type or picture. “Dominate,” a series
of four advertisements used to convince potential advertisers that CBS
enjoyed dominance in the ratings, was an example of “talking type.” Once
again, without the benefit of an image, Dorfsman used four words—
“Captivate!” “Elucidate!” “Fascinate!” “Exhilarate!”—each set in a different
typeface with an exclamation point dotted with the CBS eye. The copy
suggested the range of CBS’s programs in a market it totally controlled. Yet
another exemplar was a soft-sell idea entitled “A Glossary of Television
Terms,” an illustrated lexicon of words such as fish bowl, one shot,and audio,
that were introduced to the public through television. Cleverly illustrated,
this compendium of trivia captured the interest of even the casual reader.
After holding the reader’s attention it smartly climaxed with the word
“Leadership: The quality invariably associated with the CBS Television
Network.”
These ads did more than remind, inform, and persuade potential
clients of the network’s virtues, they increased the recognition of CBS by
giving it a uniform identity, which in turn underscored the value of its
corporate culture. Rarely were any of Dorfsman’s designs, even the more
decorative logos and trademarks, lacking an idea. In fact, if an idea was not
readily apparent, he went to great lengths to concoct one. Without
Dorfsman CBS would have had its eye, but with him the eye became the
most positive logo in America.
tuis.
(Tuis.)
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