CELEBS AREN'T INCORRECT;SALUTE TO DDB NEEDHAM;NAMES WILL NEVER HURT

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Regarding Bob Garfield's ad review in Ad Age, "Pizza Hut has the crust to roll out `incorrect' celebs" (AA, May 1):

I was surprised at his short-sightedness in calling these celebs "incorrect." (Or is he so shallow as to be impressed with "political" correctness?) The celebrities mentioned are all controversial newsmakers and as such hold more interest to the general public than most.

I had to laugh at his labeling of Rush Limbaugh as "a mean-spirited and disreputable broker of hate." Strong, unoriginal words that would be more correctly applied to him. His apology to Mr. Pot in lieu of his seething hatred of Donald Trump is embarrassing at best. How ignorant to compare a mass murderer of innocent lives to a fallen entrepreneur. Rush Limbaugh is no match for Garfield.

S. Nailor

Apex, N.C.

In his review of the new Pizza Hut television commercials, Bob Garfield refers to Rush Limbaugh as "a mean-spirited and disreputable broker of hate."

I find this character assassination to be the lowest form of liberal bigotry. Since Garfield suggests Pizza Hut should consider Louis Farrakhan, Charlie Manson and Pol Pot for the next pool of its spots, perhaps Ad Age should consider Lenin, Mao and Ho Chi Mihn to review them.

Art Casper

President

Casper Creative Consulting

Houston

I am disappointed-and a little peeved-with Bob Garfield.......What I (and likely most of Ad Age's readers) expect from Mr. Garfield is advertising analysis and commentary. Inevitably, personal asides creep in; many times, they even make a column like his more enjoyable. But to stoop to name-calling ("erratic, arrogant, egocentric, rude blustering boor," "jerk," etc.) is more than off the subject-it's unprofessional.

All three of Mr. Garfield's objects of contempt can reasonably be said to often exhibit more than their share of hubris. But to compare any of them with the likes of Charles Manson, Pol Pot or Sirhan Sirhan is invalid and more than a little silly.

There's a difference, Mr. Garfield, in criticizing someone's behavior and criticizing the person himself. You are entitled to your opinion, just like they are entitled to theirs. But I'm entitled to mine, too, and I think you were wrong to label Messrs. Trump, Rodman and Limbaugh boors, jerks and, in Mr. Limbaugh's case, a "mean-spirited and disreputable broker of hate." By so doing, you have sunk to the level to which you seek to assign them.

Terry Duran

Houston

Pizza Hut/PepsiCo may have shot itself in the foot.

To accord Rush Limbaugh the status of being just some cute contrarian is wrong. Words-our business-have consequences, and Limbaugh's words pander to society's lowest common denominators. After Oklahoma City's atrocity he-and we-now know just how low and just how common the poisonous consequences of verbal venom can be.

One cannot help but wonder whom Pizza Hut/PepsiCo is targeting with Limbaugh's spots.

Jerry Dyer

York, Pa.

Bob Garfield should only be as rich as Donald Trump, as talented as Dennis Rodman or as smart and wildly popular as Rush Limbaugh.

But he's none of the above. Just a "correct" liberal who doesn't know that the rest of the country is sick of "correct" and "incorrect" and proved it last November.

Gene Edwards

Eldersburg, Md.

Bob Garfield, accept this as a fan letter for your column.

We both must have wonderful taste. I sent the following letter to Pizza Hut before I read your column:

"I was dismayed to learn that you have chosen Rush Limbaugh as a spokesman for your company.

"Limbaugh preaches hatred of women, hatred of liberals, hatred of our president and generally behaves like an overblown windbag reminiscent of the Nazi regime.... I, for one, plan to spend my money at your competitors' counters."

Rita A. Monley

Birmingham, Mich.

We warmly applaud the selection of DDB Needham Worldwide as the Advertising Age Agency of the Year (AA, April 10).

For more than 10 years DDB Needham in Chicago has donated hundreds of hours of pro bono work to the American Cancer Society to help us deliver very important health information to the American public.

We salute our friends at DDB Needham for their richly deserved award and thank them for their magnificent contributions to save American lives.

Thomas L. Harris

Chairman, communications committee, Illinois Division

American Cancer Society

Chicago

So Marion E. Gold says that after her (mostly female) staff was referred to as "uppity" by male executives, she went home and that night realized she couldn't fight the corporate culture. So she chose to quit and start her own company (Forum, AA, May 1).

What would Ms. Gold do if her staff were called something with a little punch, a word maybe that cannot be printed in Ad Age? Would she lie down on State Street and wait to be run over?

Of all the words used to attack someone, "uppity" could rank among the tamest. Where has Ms. Gold been hanging out? I, and everyone else in advertising and public relations, get called words 100 times worse every day .... and that's just from our spouses, relatives and friends.

Isn't the ad person's greatest quality supposed to be resilience?

Alan Hirsch

President, G&A Communications

New York

Advertising Age welcomes letters to the editor, but we ask that they be held to no more than 250 words in length. The editors reserve the right to edit letters. Address letters to Advertising Age, Viewpoint Editor, 740 Rush St., Chicago 60611. Fax: (312) 649-5331. Letters can also be posted through the Ad Age Bulletin Board on Prodigy, or by Prodigy E-Mail at EHBU73A@prodigy.com.

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