European Stars And Stripes (Newspaper) - April 20, 1986, Darmstadt, Hesse Page 12 the stars and stripes sunday april 20, 1986 television sales pitches going foreign from press dispatches it s no mistake that English speaking americans Are being bombarded on Tele vision these Days by foreign tongued Pitchman. It s a Way advertisers think they can boost sales of shampoo strudel and diet aids. Actors speaking French German rus Sian japanese and Eskimo Are turning up More and More in subtitled commercials. Advertisers Hope the ads will grab Atten Tion from the clutter of English language ads and translate into higher sales. The sponsors say the sound of a foreign language and the sight of English sub titles invite the viewers attention and involve them in the and. They Hope the approach won t prove so disorienting that viewers tune out or change channels before hearing the sales pitch. Lamaur inc., a company which markets the Perma soft line of hair care products was looking for a special approach. We thought about different ways of associating ourselves with fashion said adman Howard Liszt of Lamaur s Agency Campbell Mithun advertising. No country or culture is More associated with fashion than the in the commercial a French woman tells How an american Friend sent her some Perma soft shampoo and she liked it but has run out. Please Send me More Perma soft she says. Pillsbury co. Turned to Germany which it said has a reputation for top Quality Pas tries for a commercial for its toaster strudel a fruit filled breakfast pastry. Sch ring laboratories distributors of the diet Aid Fibre trim chose French to emphasize that the product has been a Best seller in Europe said Sharon Mcgee. Senior Brand manager. Seagram wine co. Took a slightly Dif Ferent approach in the foreign language commercials that began running last month for its wine coolers. It teases the viewer by withholding subtitles until the final few frames. The commercials show a russian Mili tary officer a japanese Kabuki actor a warmly dressed Eskimo and a Zulu Warrior each pitching the drink in his native Lan Guage. Maybe none will win the 20 entries in the 1986 european song contest Are of poor Quality critics agreed Friday after watching a closed 90 minute video preview of the May 3 Competition. The Quality if possible is even poorer and less exciting than in recent years and there arc no Clear favourites wrote the Oslo newspaper Verden gang. Dag bladet another Oslo daily also was disappointed after the preview even ear Lier favourites like Israel and West Germany let us Down this year. We Hope they will have improved their acts by May 3." Norway won last year s contest with the song la det Swinge let it swing. First things first Chrysler corp. Chairman Lee Iacocca skipped Friday s speech by president Reagan at a fund Raiser for sen. Alfonse d Amato but explained in a Telegram that he was on his honeymoon. Iacocca co chairman of the fund Rais ing luncheon for the freshman Republican senator and often mentioned As a democratic presidential contender had a run in with Interior Secretary Donald Model earlier this year Over a conflict of interest in his role As head of the statue of Liberty restoration project. Iacocca explained his absence in a Tele Gram to d Amato that the senator read at the luncheon. Referring to the conflict of interest charges Iacocca said "1 got in trouble with one lady the statue of Liberty. I la be damned if 1 get in trouble with my other Iacocca then explained he was on his honeymoon a Day after marrying former flight attendant Peggy Johnson. A photo Vladimir Horowitz in Moscow Happy of be Home bade of fhe keyboard a 12-year-old Riverside calif., news paper Carrier who won a 10-Day trip to Spain is relieved to return Home after witnessing anti american demonstrations in Madrid his Mother says. Jason Underwood was staying at a Madrid hotel one Block from the . Embassy target of demonstrators pro testing the . Bombing of Libya. People were throwing rocks and bottles carrying signs and Spray painting Reagan is an Assassin on the Walls Jason said. The seventh grader won the trip As part of a promotion for Riverside press Enterprise newspaper carriers. Queen Elizabeth through the years a photos Britain s Queen Elizabeth ii who will Mark her 60th birthday on monday is shown from left to right at the Ages of 9 in 1935 16 in 1942 26 in 1952 40 in 1966 49 in 1975 and 59 in 1985. Pianist Vladimir Horowitz returned to the Moscow stage Friday for the first time in 61 years and overwhelmed fans with a virtuoso display that left them cry ing and cheering with Joy. Hundreds of officials and celebrities who had tickets and dozens of Stu dents and music lovers who did t jammed the great Hall of Moscow s conservatory of music to watch what was billed As an open rehearsal for Horo Witz s first concert sunday. What they got was a two hour performance the hour Long program for sunday some clowning and three encores that thrilled the 1,600 fans. Horowitz opened with three sonatas by Scarlatti then the sonata in c major by Mozart and two Rachmaninov preludes. Overwhelmed by the second half of the program Schubert Liszt and Chopin the crowd gave Horowitz a standing ovation. I think he will remember this concert until the end of his life said composer Sergei Chebotareva. Horowitz had vowed never to return to the soviet Union but agreed to go Back for concerts in Moscow and Leningrad after the .-soviet cultural Exchange agreement was signed at the Summit talks last november in Geneva Switzerland. Storybooks brought to life storybooks brought to life storybooks Biu a to Lite to godot few exciting adventures of sup Grover blk by brings Spring to sesame Street the Poky Little Pup a
