Another way of explaining the acceptable, as opposed to the unacceptable, TV personality is to say that anybody whose appear- ance strongly declares his role and status in life is wrong for TV Anybody who looks as if he might be a teacher, a doctor, a businessman, or any of a dozen other things all at the same time is right for TV. When the person presented looks classifiable, as Nixon did, the TV viewer has nothing to fill in. He feels uncomfortable with his TV image. He says uneasily, "There's something about the guy that isn't right." The viewer feels exactly the same about an exceedingly pretty girl on TV, or about any of the intense "high definition" images and messages from the sponsors. It is not accidental that advertising has become a vast new source of comic effects since the advent of TV. Mr. Khrushchev is a very filled-in or completed image that appears on TV as a comic cartoon. In wirephoto and on TV, Mr. Khrushchev is a jovial comic, an entirely disarming presence. Likewise, precisely the formula that recommends anybody for a movie role disqualifies that same person for TV acceptance. For the hot movie medium needs people who look very definitely a type of some kind. The cool TV medium cannot abide the typical because it leaves the viewer frustrated of his job of 'closure" or completion of image. President Kennedy did not look like a rich man or like a politician. He could have been anything from a grocer or a professor to a football coach. He was not too precise or too ready of speech in such a way as to spoil his pleasantly tweedy blur of countenance and outline. He went from palace to log cabin, from wealth to the White House, in a pattern of TV reversal and upset. The same components will be found in any popular TV figure. Ed Sullivan, "the great stone face," as he was known from the first, has the much needed harshness of texture and general sculptural quality demanded for serious regard on TV Jack Paar is quite otherwise --neither shaggy nor sculptural. But on the other hand, his presence is entirely acceptable on TV because of