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anne helen petersen a press kit from 1954 trumpets the possibility of winning a weekend with Gloria Swanson, who at the time was starring in the television "anthology" program Crown Theatre with Gloria Swanson: Glamour is for the girls . . . and what could any gal from eighteen to eighty find more glamorous than a new personality, a complete new wardrobe, and a week in New York City, as the guest of the Queen of Them All-- GLORIA SWANSON! This is the grand prize in CBS Television Film Sales' GLORIA SWANSON GLAMOUR CONTEST--now being conducted for all stations programming Crown Theatre with Gloria Swanson. ("Gloria Swanson Glamour Contest") The preceding paragraph is but one small part of an elaborate instructional packet that included multiple advertising setups, mock-ups, and detailed instructions on how best to implement the contest. The packet also included several head shots of Swanson and replications of a sketch that served as the "brand" of the series. The sketch, obviously Swanson, depicts the star with long black gloves and large jewelry and emphasizes her trademark mole and open- anne helen petersen is a visiting assistant professor of film and media studies at Whitman College. Her
Journal of Film and Video – University of Illinois Press
Published: Mar 2, 2014
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