Tag Archives: comics

Power Of Persuasion

Paul Fitzpatrick: London, March 2023

Growing up in the 60s and early 70s we had it pretty good I reckon.

On our piece of the rock there were no wars, pandemics or civil unrest. True, there was the odd power cut in the early 70s due to the miners strikes, but I remember that being more an adventure-under-candle-light than any real form of hardship.

Apart from the normal growing pains and adolescent insecurities, life was pretty good, and yet, I always had the notion that we weren’t living our best life…. like our counterparts in America.

So, what was this grand social insight based on?
Academic studies? Penetrating documentaries? First hand experience?

Nope, it was based on the only lens I had of the world back then (outside of the National Geographic’s we used to thumb-through in Geography lessons, hoping to discover topless tribeswoman)….
American comics, or to be more specific American comic ads.

To a 10 year old raised on The Beano, the ads featured on the inside covers of American comics were as spellbinding as the comics themselves.

How lucky were those Kids of America (whoa oh), that they had access to the types of treasures we could only dream of owning…


Life size Monsters, Rocket Ships, Nuclear Subs. Sea Monkeys, X-ray specs, Electric engine’s, and Physique’s like Charles Atlas, there seemed no end to the toys, gadgets and goodies on offer across the pond.

I was fortunate to have a great aunt (in both senses of the word), who emigrated to the Big Apple in the early 60s.
My aunt Marj was a PA for a publishing company in Manhattan and a couple of times a year she would send me over a bundle of American comics… bless her heart.

Whenever I caught sight of that package with the airmail stamp I knew I was in for a treat, and they never disappointed – countless capers with Richie Rich, Casper and Archie & his friends (oh sugar sugar).
Adventures with the Justice League, the Green Lantern, the Hulk, Thor and Spiderman, I would devour those comic-books cover to cover until every word was consumed, including the adverts, especially the adverts.

This led to a mild obsession with all things Americana for a few years which to be fair was supported by other cultural happenings from the era.

Take television for example, my favourite 60s tv programmes were mostly American….
The Monkees, The Man from Uncle, The Munsters, The Adams Family, Lost in Space and the Tex Avery cartoon universe.


We weren’t exactly an underprivileged society, but it seemed that our American cousins were a step ahead in most aspects of life.

At a time when our cultural cheer-leaders were the pipe-smoking Harold Wilson and ‘Enry “splash it all over” Cooper, the US could point to the charismatic JFK and ‘The Greatest’, Muhammad Ali.

Our standout orator was Enoch Powell their’s was Martin Luther King.

When we were getting excited about the new Ford Escort they were pimping up Ford Grand Torino’s.

When denim became fashionable, we rolled out Falmers Jeans they already had the originals – Levis, Wrangler, Lee.

When it came to bench-mark resorts there was no debate, Blackpool Pleasure Beach versus The Magic Kingdom was simply no contest.

For balance, it’s fair to say that a case could be made for biased-reasoning on all of the above and of course for every JFK there was a ‘Tricky Dicky’ Nixon, for every MLK there was a KKK and for every Woodstock with its 3 Days of Peace, Love & Harmony there was an Altamont with murderous Hells Angels killing the vibe.

The grass ain’t always greener, but those ‘Mad Men’ of Madison Avenue sure made it look that way.

Pioneers in their field, the US advertising gurus of the 60s & 70s built brands and shifted products by selling dreams and fuelling aspirations.

They convinced at least one generation that smoking cigarettes would make them look cool and attractive to the opposite sex, and that eating sugary breakfast cereals would turn their kids into Olympic Champions, just like Bruce Jenner (if only they knew!).

There was nothing these guys couldn’t sell when they put their mind to it.
Need confirmation?

Check out the 7up ad below.

So when it came to marketing toys to impressionable kids, it was lambs to the slaughter.
What chance did we have when our parents were already entrapped?
And if they weren’t entrapped why the hell did we have a K-tel Veg-o-matic and a Ronco Hair-Trimmer sitting redundant in the cupboard?

My first brush with marketing came with the Jet Rocket Ship below.
As soon as I saw the ad for that bad-boy I was obsessed, I had to have one.
I had the equivalent of 5 bucks in my piggy bank and we had a garden, what else did I need?

I asked my Mum, if I could send money to auntie Marj so she could ship one over. Or maybe she could fly across in one on her next visit? (I wasn’t the brightest kid!).

Not giving her a minutes rest, I gradually wore my mum down to the point of submission, but ever the realist, my dad who was the real gate-keeper, saw through the glossy, targeted advertising with all its features and benefits, still reeling no-doubt from the Veg-o-matic debacle, he predicted it would be a piece of crap… in turn, jettisoning the jet.

What you thought you were getting
What you actually got!

As it turned out my dad was right, of course he was right, and although I was pissed-off at the time, he was trying to teach this gullible 10 year old a valuable life-lesson…. if it’s too good to be true, it probably is

I’m guessing they received plenty of orders for that five dollar interplanetary rocket with ‘enough room for two air cadets‘ and ‘control levers that work!’

I’m also guessing that 95% of people who received one probably wanted to send it back once they opened the box.

Based on what I know now, I’d predict that only about 20% of purchasers would actually have sent anything back.

Net result?
Lots of sales but very few satisfied customers.

And that my friends is the power of advertising!

Btw, don’t worry about the 7up kid he turned out just fine….

corr!! look-in, readers! sounds like jackie has got a beezer, here.

(Post by Colin ‘Jackie’ Jackson of Glasgow – May 2021)

As we grow older, it can be all too easy to dismiss or forget the excitement of youth.

Actually, it’s easy enough to forget just why you went upstairs, never mind how you felt as a kid some fifty-plus years back.

Knowing what I’m about to write about, however, has rekindled that feeling of anticipation; of expectation and fulfilment.

Comics.

Comics nowadays are big business. Huge. The proliferation of Comic-con exhibitions around the world is quite staggering, attended by millions of devotees not only of traditional comics, but of movies that then spawned hand-drawn story versions. And vice versa.

We now also have the massive popularity of anime / manga.

Back in the late Sixties and early Seventies, it was a different story

‘Oh, can it be that it was all so simple then?’

Well – probably not, for by that time, thirty years on from popularisation of comics, there were new worlds and universes being created and populated by heroes and villains from both Detective Comics (D.C.) and Marvel.

Those comics and characters though, were generally outwith easy access by us here in UK, unless we had kindly relatives living across the Atlantic who would post the occasional Batman or Superman issue.

No, within the restricted world that small boys and girls inhabit until they turn into teenage monsters, the magazine section of the local newsagent was universe enough.

I’d have been seven years old when my dad brought me my first comic. It was issue #1 of TV21. Published in the style of a newspaper from the future, it was the creation of Gerry and Sylvia Anderson and featured stories from all my favourite television programmes: Fireball XL5; Stingray; Thunderbirds and Captain Scarlet.

Issue #1 – TV21

I built up quite a collection, but parents do that ‘clear-out’ thing, don’t they, and unfortunately I now have no copies to reflect upon.

However, I did recently manage to buy a hardback covered collection of stories that featured in the original comic, so, happy days!

The excitement of youth I mentioned is no better highlighted than the year I was given a shilling (that’s 5p for any young whipper-snappers reading this) as a birthday treat. I dare say I was also given some other kind of presents, but it’s the monetary treat that remains foremost in my memory.

With this grand sum clasped firmly in my hand, I recall running up Monreith Avenue to Jamieson’s the Newsagent, various budget permutations filling my head.

Spent wisely, I’d be able to buy a Beano AND a Dandy for 4d each (1969 prices) and still have 4d left for sweets. That’d be sixteen Blackjacks / Fruit salad chews …. or maybe I’d buy a couple huge gobstoppers.

My parents weren’t fans of either these two comics and did their best to discourage me.

(That went well, I don’t think! To this day, I treat myself each Christmas with that year’s annual.)

We did though come to a compromise in that I was allowed to read such ‘rubbish’ comics if I also read Look and Learn, which they would buy for me. It was actually a very enjoyable read, and the predictions of life in the future (2001) as detailed in this edition from August 1971, weren’t too far from the truth …. apart from nuclear reactors in the basements of houses and the envisaged postal system!

I think on this occasion, Dennis the Menace and Desperate Dan were more credible.

The importance of this deal, however, was not that I’d be more educationally equipped for secondary school, but that it gave a green light to both sets of grandparents to treat my sister and myself with comics whenever we visited.

For me, it was the Beezer from one and Hotspur or Victor from the other. These covered all bases; humour and mischief, to action-packed deeds of heroism and killing Johnny Foreigner. For a while around 1971, I’d be given copies of Tiger, which combined all of the above and threw in some football related strips. (Comic strips – not football strips. The free gifts were often pretty impressive, but didn’t extend to that level of generosity.)

 My young sister would look forward to her copies of Twinkle and when a little older, Bunty and Judy. I can remember her faithfully cutting out the image of the young girl on the back page, and then ‘dressing’ her in the similarly cut-out items of clothing.

We were easy amused in those days.

Another favourite for me, though I didn’t actually buy many copies, was Scorcher. This was very football-centric with a combination of comic strips and magazine type articles on the sport. It was a bit more ‘grown up’ in its presentation than the more conventional comics.  

Scorcher first hit the newsstands in January 1970, four months after I started spending my pocket money on Shoot! the first issue of which was in August the previous year. Choices had to be made. Shoot! won.

SHOOT! Issue #1

I still have a box with seventy- six copies stacked away in the loft. I just counted them.

In the early to mid-Seventies, as a stepping stone towards the more credible music magazines, I’d occasionally shell out a whole 5p on Disco 45, just so I could learn the words of ‘Run Run Run’ by Jo Jo Gunne. (Duh!)

My sister, Rona, was by now besotted with Donny Osmond and David Cassidy, so naturally Jackie magazine was delivered to our house each week.  (I’ll bet I’m not the only bloke who sneaked a read of the photo stories!)

It wasn’t all about Donny and David and Bay City Rollers, though. I can remember articles and posters of Roxy Music, Sparks and Bowie.

I mean … Rona told me about there being articles and posters of Roxy Music, Sparks and Bowie.

I wouldn’t admit it then, but almost fifty years later, the Jackie inspired CD collections are never far away from my player.

And then it was the big-hitting music papers. Everyone had their favourite. Some would swear by Melody Maker, others would go with NME (New Musical Express.) For me though, it was Sounds. Perhaps because of the colour poster that would be the centrespread of each issue, but just as much for the bands and genres it covered.

At the same time, I was heavily into my running, so Athletics Weekly became a regular. I still love the look and feel of that magazine. Much of it consisted of results from meetings throughout the UK, but there were always a few really interesting interviews and features.

In the early / mid Seventies, athletics was still considered a bit of a minority sport. I well remember, then, feeling well chuffed to see the Crossroads character (Stan Harvey?) frequently having a copy of the magazine protruding from the breast pocket of his work overalls.

I haven’t counted the number of copies, but I still have two boxfuls in the loft!

In the four decades that have followed The Seventies, my love / obsession with magazines has not diminished. Thankfully, for the sake of preserving the eaves of the house, much of my reading is now online. Only Record Collector arrives via the letterbox these days.  

This may be practical, but I also find it sad. Perhaps I’m slightly odd, but I miss the feel of the paper; the attraction of the vivid colour, and the sexiness of the artwork. I miss the physical side of reading magazines and comics as I missed playing vinyl records.

I also miss the smell. Surely you must also hanker after that dusty, mixed aroma of newsprint and ink in a paper shop?

OK – so just me, then.

More than anything though, I miss the excitement I felt as a kid on new issue day.

I can see another rummage in the loft looming.