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Lethbridge Herald Newspaper Archives

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Lethbridge Herald, The (Newspaper) - June 28, 1974, Lethbridge, Alberta Page T Youth de-emphasized for TV commercials VANCOUVER (CP) Are sedate grandparents replacing fresh-faced youths and comely maidens in television commercials? Alex McCallum, an agent for models and actors, said the trend in advertising is to more realistic personalities, with less emphasis on youth. "Good performers in the 40-to-50 range have a better chance of getting work than do young said Mr. McCallum. His oldest model is Alicia Ammon, 88, of North Vancouver who has filmed three commercials in four months. Ramona Beauchamp said .her agency has lined up more than 100 mature models, five times more than a year ago. "But it's strictly part- time she said. "While a model might make a pile of money with several commercials in a row, her income will dip from one month to for the next few months." Mrs. Ammon, who has been in theatre since childhood, earns about a day for principal roles in beer, airline, telephone and fuel-oil commercials but she has a few complaints: "They still make me up to look like an elderly lady for some commercials, "And we didn't even get a beer when we filmed a commercial for a brewery." WORK INCREASING Mrs. Ammon said she was booked for few commercials until two years ago but more calls now are coming. She earned last year from television work. Her son Jack, eligible for old-age pension this year, does television commercials as well as roles in feature films and live theatre, His advice to aspiring models is to get into theatre work, even backstage. Little-theatre groups are the best place to start. "I think a lot of middle- aged people could find acting to be a good retirement occupation. There's nothing routine about it and it keeps your interest alive." Mr. Ammon said any acfor must have innate ability and a determination to succeed. "A good actor is the solar centre of his own universe, They're all ego and the ego is'part of their talent. "It takes aggressiveness, advertising and the use of every artifice to get ahead and it's all quite legitimate." Other performers feel It takes minimal talent to succeed in television advertising, A. J. Nicholson, a middleaged plumbing salesman who started to work as a part-time model five years ago, said: "This business of making commercials requires little or no talent. Mr, Nicholson said he earns about a year doing commercials. He does no fashion shows, "I'd feel pretty conspicuous walking onto the catwalk. I find it easier to be photographed." Mr. McCallum said many mature men are embarrassed starting a career in modelling or acting, "They have many hangups about it because they've been programmed from childhood to think it's a sissy Uiing to do, like playing with girls. They think male models are effeminate. "Sure, that programming is haywire, but it's hard tor men over 40 to break away from Uie old hard masculine cept and take the first step to get into the profession. Friday, July 5 12 30 Ciirl in Mv Life 0 Split Second (D Anything You Can Do O Joker's Wild O Forest Hangers 4.SO O> Star Trek O Bagatelle O News 0) Brady Bunch 5-flfl O Hollywood Squares Q) Password O News 5 25 IB Lucy 5 m O News ID News Q News Six Million Dollar Man O All in the Iviimlv