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Kraft Television Theatre Oral History Project, 1947-1992

view Kraft Television Theatre Oral History Project, 1947-1992 digital asset number 1
Donor:
Kraft General Foods, Inc
Interviewee:
Blocki, Jim
Herlihy, Ed
Hill, George Roy
Holland, Fran
Cook, Fielder
Dougherty, Marion
Myers, Farlan
Jeffrey, Tad
Courtice, Richard
Green, Chester
Pratt, Lee
Durante, Al
Holland, Dorothy
Powell, Bob
Interviewer:
Wiener, Tom
Subject:
National Broadcasting Company, Inc
Thompson, J. Walter (advertising agency)
Physical description:
4.3 cu. ft.: 13 document boxes
Type:
Commercials
Collection descriptions
Audiotapes
Audiovisual materials
Interviews
Date:
1947
1947-1992
Notes:
The Kraft Television Theatre Oral History Project is the result of a year-long study undertaken by the Center for Advertising History. The objective of the project was to create a collection that provides documentation, in the form of oral history interviews, of the history and development of Kraft Television Theater, especially the relationship between advertising and the origins of commercial sponsorship in the early days of television programming. Interviews were conducted for the Archives Center by Tom Wiener in 1992.
Summary:
Oral history interviews with fourteen former Kraft and J. Walter Thompson executives chart the evolution of Kraft's approach to television, from its pioneering efforts in the medium's infancy to the search to maintain identity in an increasingly competitive and fragmented media landscape. Casting, directing, and production of the live dramas and the commercials are discussed at length. Kraft's philosophy of advertising, its relationship with J. Walter Thompson advertising agency and NBC, and consumer outreach are also featured.
The persons interviewed are: Jim Blocki, Ed Herlihy, George Roy Hill, Fran Holland, Fielder Cook, Marion Dougherty, Farlan Myers, Tad Jeffrey, Richard Courtice, Chester Green, Lee Pratt, Al Durante, Dorothy Holland, and Bob Powell.
Cite as:
Kraft Television Theatre Oral History Project, 1947-1992, Archives Center, National Museum of American History
Topic:
Advertising--Food
Actors in the advertising industry
Broadcast advertising
Product demonstrations
Television advertising
Television producers and directors
Copy writers
Data Source:
Archives Center - NMAH

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