Brazilian broadcaster Globo restricts actors' ad appearances

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RIO DE JANEIRO--Globo, Brazil's leading TV network, has announced a decision to "protect the image" of the actors who appear in popular programs such as soap operas.

Starting in March, actors will no longer be able to appear in commercials that air during the programs they star in.

Globo's main concern is over-exposure of its actors. For example, Thiago Lacerda of soap opera "Terra Nostra,'' Globo's most popular male actor at the moment, has been appearing in at least four different advertising campaigns at the same time. Most of his commercials aired during "Terra Nostra.''

In one recent ad, created by Carillo Pastore Euro RSCG, Sao Paulo, for Adria pasta, an actress -- who plays an Italian immigrant who owns a pasta factory in a soap opera -- played her character in an ad for Adria pasta.

If actors become overexposed, says Globo Commercial Superintendent Octavio Florisbal, viewers will tire of characters and program audiences will shrink.

Marketers and their ad agencies, however, want the most popular actors of the moment to star in commercials.

Copyright February 2000, Crain Communications Inc.

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