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It was his first live commercial.
To circumvent the recording devices, companies are digging up a long-abandoned chestnut -- the live commercial.
The networks are also reusing a popular advertising ploy of the past: the live commercial.
Larry is embarrassed when called on to do a live commercial for the "garden weasel," a gimmicky gardening tool.
A one minute live commercial costs B.B.D. & O. an average of $750 to produce, not including talent, whereas a one-minute commercial on film costs $1,000.
In the context of the Internet, the concern, most clearly articulated by Neil Netanel, has been that in the modern complex societies in which we live, commercial mass media are critical for preserving the watchdog function of the media.
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Live commercials were once mainstays of TV, especially during NBC programs like "Today" and "Tonight".
"Now you know why we don't do live commercials," an announcer says.
Those shows, with hosts like Steve Allen, Johnny Carson and Jack Paar, contributed mightily to the golden age of live commercials.
The shift to recorded series relegated live commercials to "remember when?" reels.
Another potential stumbling block for live commercials is the higher cost compared with filmed or taped spots.
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Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com