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Much
like any generation, thereâs one amongst us today that pines for the particular
décor of an identifiable past, the garish well taken for granted for so long,
so long ago. Then, one day, up comes a
still image or a preserved video capture on YouTube or Facebook of that
inescapable icon weâve managed to erase from our memory for the last forty-five
years, and *bang..!*âŠâŠweâre back in senior year, or maybe middle
schoolâŠ..perhaps weâre square into that eve of the math test in the fifth
gradeâŠâŠall provoked by a the long forgotten sound or image weâd never
forget. And thereâs that momentâŠ..the
one that teaches or reminds us of the gratitude of time and perseveranceâŠ.how
far weâve come from that foolish little anguished nightâŠâŠ.or how blessed we are
to suddenly feel as empowered as were on senior week in high schoolâŠ..or the
day after we got through that Regents Exam in the eleventh grade.
And perhaps
we owe it all to a television commercial.
Or
maybe some captured, unabridged spot break off the local TV station you watched
that very week, that very day, that someone miraculously, astoundingly
preserved and benevolently shared on YouTube for all to admire.
But
wherefore art the admiration in this once-denounced video litter..? Even as young teens, in real time as it were,
we knew this ubiquitous flicker on our bedroom black-n-whites to be
disparageable trash. And there was no
getting away from it. Every day, every
weekend, every same interval, there it was, the same damn Odd Couple rerun
promo with the same damn clip we all knew by heart, the same damn trade school
promo filmed in 1969 and running for the past fifteen years daily, the same
damn spot for Automobile Club of America with that actor screaming âDid yaâ
have to be that goodâŠ?!?!?â
Those
sights and sounds were the crushing classmate in our lives, the one that
cheerily trailed us every single day, the one we tossed off disinterested, with
almost embarrassed disrespect.
Forty
or more years hence, for a good many of us, itâs now our crush.
Itâs
the Professor Higgins syndrome, pure and simple. Weâve become accustomed to that face. The one that hounded our awareness every day,
reminded us it was time for school, time for homework, Friday night at last,
suppertimeâŠ
And
the fact is, it could be any historic fixture sprouted on that
world-wide-web-scouring-tablet. The one
that only we know the way we know it. A thirty second advertisement, a little
local station promo from our hometownâŠ
Maybe
even an infomercialâŠ
Why
not..?? Those are TV shows, too..! On
radio, now more than ever. As industrial
as their design and intention might be from the outset, the standard ubiquity
of those consuming presentations have by now rendered themselves just as
recall-and-appreciation-worthy of some of our favorite old sitcom reruns. They do in fact have channels devoted
strictly to exclusive product informercials just about all day and night. Theyâre not about to break format for
anything. If heaven forbid a national
crisis or incident were to summon all news channels to attention, The Kitchen
Squasher infomercial will be playing on and acting natural, for all the glued
viewers indulging in their news blackouts.
Infomercials,
as the title was coined somewhere in the late 1980s and cemented in the 90âs,
compose a genre that broke ground over forty years ago, in the pioneer days of
public-access cable television. When product sales and consumer response began
to skyrocket, television stations, network flagships in top markets accepted
the fact that programming old movies and even any leased first-run syndie fare
would never turn around as much revenue as an infomercial time-buyer laying
down some good hard green for an acre of air time in the middle of the
night. Farewell to Kirk Douglas at 3AM
on Channel 2 once and for all. Hello to
the âKernel Cookerâ for an hourâŠ.followed by âThe Best of The Hollywood Palaceâ
for thirty minutesâŠ..then maybe the âCap Crusherâ demonstration show, with that
guy that drops the bottle every timeâŠâŠ..thatâs because itâs the same damn half
hour show every single nightâŠ! But last
night it was at 1:30. Tonight itâs at
3:30. Tomorrow it might be on at 2. Whoâs to say..? Is anyone actually directing the programming
of these things..? Whatever happened to
âaudience flowâ..??
That
went the same direction veered by newsprint.
Over-the-air television has succumbed to overnight flea-markethood. It
is today one huge video airbnb.
Disparage
it some of us will, lament the absence of that huge, overnight mall of obnoxious
record-offer-spot-break-disrupted movies we shall. Weâll also become fixated in the absence of
anything else, and then�
They
become nostalgia. Our nostalgia.
Did
I ever, as a young bachelor of twenty-four in the early 1990s, indulging in the
solitude of my new little flat, arriving home after work past midnight, with no
VCR, but simply my treasured five-inch-screen black-&-white, with no
recourse before me but the least-objectionable presentation of the Super
Sweeper half hour ever imagine that Iâd now face a nostalgic yearning to see it
again..? Whatâs worseâŠ.Iâm ready to go
onto YouTube and look for it.
The
radio side of things bears itâs own history with these program formats. I was just a rookie on the control room scene
when these slick little broadcast pageants began to seed, replacing in many
cases the extensive public-affairs presentations the small stations couldnât
really afford to front, and the airtime traditional Tabernacles and Ministries
couldnât afford on Sunday mornings anymore.
Back then, this sort of thing was pretty new stuff, and a welcome cache
of business clients. To me back then, it
was all in a dayâs workâŠâŠâŠthe sound of being on the job.
A
few of those single, recognizable moderator-and-expert spokesperson half hours
or more must have done well for the presenters, because those very half-hour
shows, or âblocksâ as theyâre respectfully termed would soon sprout in more
locations on the broadcast schedule. Sometimes a few in one day. Itâs just another form of spot advertising,
and itâs likely an extremely effective one.
Is
it possible that some late-night listener, wracked with insomnia, with nothing
but a pitch black bedroom, a glowing digital clock flickering away the
sleepless night, and a spirited discussion between two nondescript voices about
some amazing health-restoring product can be a gateway for purchase
persuasion..? Much like TV, whether
those discussionists are celebs or not, they become the viewerâs trusted
companions. Not like the angry Judge
Judy or judgmental Dr. Phil, but rather the familiar friends whose immensely
predictable conversations we can relax and find solace in each night. Almost
like a favorite movie with that unforgettable scene we can always watchâŠ..or a
hit song thatâs found itâs comfort in the couch of our mind. No political fights, no scary weather
reports. Just a trip to that faraway
holodeck known asâŠâŠâŠThe Informercial.
And
back then..? It must have been good.
Especially if some of us can be quite that secretly nostalgic for those
thirty-plus-year-old little presentations now.
But unless you literally rolled tape on that obscure little TV or radio
half hour and kept it forever, good luck reuniting. Of course, Iâm not necessarily unable to
implement my best recall, the kind that blocks my memory of where I left my
phone an hour ago, to recall note-for-note the industrial production music that
opened that little show Iâd hear at work each Sunday night around nine-thirty
when I was young, free, and without care of where Iâd be at middle age. And a
fine and cherished memory it is.
Only
an elder acquaintance of mine who long ago minded the front end of an urban
supermarket day after volatile day in her cash-strapped youth might understand.
With empowered excitement, she one day notified me, albeit buried in her daily
professional crises, that she stumbled upon that songâŠâŠthat very piece, the
obscure Muzak arrangement that played regularly over the store P.A. during her
shift in the mid 1980âs. She found it
suddenly on YouTube one day and her âwhole world stoppedâ. According to her
report, she was (and Iâm paraphrasing..) reborn.
Resigned
over the reality of so much these days, the one wish I donât naively hold is
that of locating the audio of those long-gone infomercials of my upward-gazed
youth. No matter whatâs on today, nothingâs quite like the vintage stuff. In comparative truth, theyâre probably
indiscernable, and for all I know that vintage is still playing somewhere, and
wallpapering the ears of some young impressionable lad such as I. I donât know him, but if thatâs the case,
itâs a bond well shared.
Indeed,
thereâs hope for all of us.
Noah
F.