Garrett Wollman:
> > Presumably, in Canada and then Britain, you were not exposed to a
> > decade or more of Bell System/AT&T advertisements with the tag line
> > "Reach out and touch someone"...
Mark Brader:
> Your presumer is defective.
After posting that, I became curious as to which way it was defective.
Was I familiar with the slogan from seeing it used in American media,
or was it also used by Bell Canada (which used to be part of the Bell
System, but not by the period in question)?
In an attempt to resolve this, I did a ProQuest phrase search for the
slogan appearing in the (Toronto) "Globe and Mail". This is not by
any means a reliable way of finding all the places where a word or phrase
appears in the paper, but the earliest instance that it did find was
highly indicative. Excerpts from a short article by Robin Green on
page 17 of the paper's "Broadcast Week" supplement on April 28, 1979:
| "Reach out and touch someone," is the theme of the latest Bell
| commercial blitz, which uses ordinary actors in its 10 different
| television ads, but goes for big name talent in its 17 radio
| spots...
|
| Bell Canada apparently has no plans to copy the campaign.
| "We don't pick up U.S. advertising any more," a Toronto official
| with the company insists. "...our audience is different and so
| is our approach."
But now look at this. The *second*-earliest hit was on an item
published February 2, 1981, on page 10, reporting a severe case
of demand for long-distance phone service outstripping supply in
Northern Ontario. Excerpt:
| And why is it, the angry customer asks, that television viewers
| are exposed to Bell Canada commercials suggesting we "reach out
| and touch someone" on Sunday when any sort of a long-distance call
| is impossible?
|
| "I don't know, you'd have to ask our public relations department
| in Toronto", replies Ann McCormic, an assistant manager in Bell's
| Sudbury office.
I deduce from this evidence that the slogan was not used in Canada,
but also that Canadians were so much "exposed" to it in American media
that some people *thought* it was being used in Canada.
--
Mark Brader "`char **' parameters are packaged in GREEN
Toronto envelopes and placed on the FIFTH shelf."
m...@vex.net -- Chris Torek
My text in this article is in the public domain.