Dr. john Gorand interviews Howard Caldwell, Sr. about his employment history and philosophy with business and advertising, while getting his portrait painted;
Howard C. Caldwell, chairman of Board of Advertising Agency and Dean of Indiana Advertising;
Produced by Dr. John Gorand;
Directed by John Oven
Interview with Howard Caldwell Sr
Video (52:05)
Other identifier: IBHA.HCC.0076
(Notes by Abby Haymond, J470 Broadcast Media Analysis, Spring 2022 )
00:03 – video starts, on Dr. John Gorand, narrator introduces Gorand who will be making a portrait of Howard Caldwell
00:18 – theme music and graphic play
00:40 – switches from intro graphic to Gorand and Caldwell and gorand introduces himself
1:27 – Gorand asks Caldwell about his new position as chairman of the board
3:05 – “This is a business of creativeness of individuals”
Here caldwell says he believes that committees can't write advertisement
It takes someone with the specific talent and creative abilities
“He has to come up with a basic creative idea for an advertisement” 3:35
4:52 – talks about what advertising is
5:14 – public relations
7:22 – caldwell talks about how he started in the newspaper business at Butler
11:20 – “Advertising is the stimulating force”
He goes on to talk about how advertising has helped mass production
He says that advertising actually reduces costs
13:40 – caldwell says he has build his own collection libraries from scratch
13:49 – Gorand asks Caldwell if he thinks it necessary that those in his profession be involved in literary interests
Caldwell thinks its a hobby for him but it is important for those in his profession to have a vast knowledge
Especially copywriters he says should be reading a lot to keep themselves aware
14:57 – “One of the smartest things a copywriter and do is read shakespeare”
He takes a few simple words and puts them together
Because in advertising you want to use simple words
“The finest writing is in simple words” 16:01
17:10 – caldwell says fine arts is a good background training for those in advertising
Liberal arts is in some ways more appealing for these advertising jobs than journalism
21:51 – gorand says that Caldwell is like the bridge between the consumer and the producer
21:59 – the audience gets their first glimpse at Goronds drawing of Caldwell
23:26 – discussing advertisements not in good taste
24:13 – advertising means more to people than they are willing to admit
There’s a lot of criticism but it’s still attention
25:16 – advertising a bad product will kill it
27:01 – the style of advertising is always changing
33:09 – discuss the biggest changes in advertising
33:36 – technological changes have simplified and improved advertising
34:20 – “advertising, like people, is becoming more sophisticated”
34:58 – people have become much more critical of advertising
35:19 – gordon asks if there are any secrets as to how his advertising company is so successful
He says no just hard work and persistence
36:04 – an advertising agency is all about the people and their creative abilities
36:27 – gordon finishes his drawing and shows it to caldwell
A proud small town, hoosier
42:31 – talking about some of Caldwells hobbies and his personal interests
50:43 – Gordon initiates closings
50:59 – closing graphic and music starts
51:21 – narrators closing remarks
51:42 – clip back to Gorond and Caldwell talking with ending music before it goes black