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There are plenty of good reasons why the Florida Citrus Commission stopped advertising on Rush Limbaugh's radio show.

The New Republic printed two stories that showed Limbaugh is a habitual liar. Fairness & Accuracy in Reporting (FAIR), a media watch organization in New York, issued a study that revealed Limbaugh as a hatemonger and a right-wing demagogue. Even Gov. Lawton Chiles spoke out against the citrus commission's contract with Limbaugh.

In the eyes of Advertising Age, it's alright if Donald Wildmon pressures companies to pull ads from shows he doesn't like, yet it's not alright if the National Organization for Women and the NAACP do so. That's not only hypocritical, that's scary. Especially since two letter bombs were sent to the president of ABC-TV while Wildmon is leading a campaign against "NYPD Blue."

Charles E. Everett

Bridgewater, N.J.

Normally I thoroughly enjoy reading Advertising Age. In fact, in five years of reading, I have never had a major disagreement with your editorial position or style. However, in the Aug. 8 issue, I found myself shaking my head in disbelief, not once but twice.

First, your article concerning travel destinations in the USA fails to even show Hawaii and Alaska as part of the U.S. With millions of people coming to Hawaii every year, it's hard to believe that we are not one of the top "Vacationland USA" destinations.

Then, in an article on the "Baby Bells," the county of Kauai in the state of Hawaii is spelled "Kawai," phonetically close, perhaps, but certainly not the accepted English spelling of the native Hawaiian word.

Dana L. Alden


Although we are thrilled to finally see our humble little agency mentioned in your illustrious publication ("Japan embarks on Labatt's `Quest for Ice,"' AA, Aug. 29), we feel it necessary to correct a small error.

Although Pokka Corp. (distributor of Labatt Ice Beer in Japan) was indeed a major partner in this joint campaign, we created and executed the campaign on behalf of our longstanding clients, Canadian Airlines International and Tourism Canada. It is largely due to their initiative that this highly successful campaign ever saw the light of day.

Dean Sage

Account Supervisor

Inter-Image Advertising


I have nothing but sympathy with Bob Garfield's piece bemoaning advertising's recent all-too-accurate reflection of the general coarsening of American life (AA, Aug. 15). It puts him in company with critics as disparate as George Will, Jonathan Yardley and Mark Crispin Miller. I and they would agree that the Golden Rule is so "basic," so self-evidently necessary, that it is in danger-from advertising's reflection of rough manners, crude humor and general tastelessness-of appearing puerile.

One of his points deserves more thought, however. His conclusion that the Golden Rule is the "fundamental counterbalance to the wanton indulgence of personal impulse" is surely correct. But he's mistaken in thinking that the GR has been the "foundation of every society that has ever prospered in the history of the world." The Mongols, Sparta, Rome, Imperial Japan-or, for that matter, Britain-all prospered on empires created on the premise of the first part of the GR, part two be damned. Even within the societies, rigid class systems determined that one only did unto one's peers as one hoped to be done unto, and sometimes not even then. Why would the empire of consumption apply the rule any differently?

Your audience, the advertising supra-culture, knows full well that their very mission is to remove the impediments and inhibitions to "wanton indulgence of personal impulse." Bob Garfield's piece merely instructs (or reminds) them as to one way this can be done.

Stephen McKenna

Communications Studies

Program, Catholic University

of America, Washington

I read with great appreciation Bob Garfield's fulmination on TV ads reflecting, or furthering, the endemic rudeness and lack of consideration in our society.

His is certainly not a "Victorian indignation" ... While the networks own their own businesses, they do not own the airwaves carrying their messages. We, the public, have common ownership of the ether our Federal Communications Commission is supposed to control on our behalf.

Lastly, "political correctness" is indeed a reasonable concept now taken to extremes. Rooted in good manners, it has become a whip to flail those who want decent debate on sensitive issues. Equally so, the far rightists often forget that the Golden Rule is not theirs alone.

John Thomas

Managing director

Ward Howell International


I think a lot of what Bob Garfield calls bad manners (and which is bad manners) is actually anger. And instead of spilling it all over their analyst's couch (where it belongs and might do some good), today's creative people let it all hang out. Frankly, I don't want it hung out in front of me.

I have supervised some 45,000 commercials in my lifetime and will shortly be outta here. I can get along very well without TV. I hope people read this article, and that today's so-called creatives realize that, if they don't get their act cleaned up, they're outta here, too.

Miner Raymond


Thanks for two fine columns in the Aug. 15 issue:

Bob Garfield's appeal for manners, which began on the same page as the summary of Roper predictions, including that we will see more sex and nudity in print ads. In the same issue, I read of Ad Age's The Best Awards, referencing naked shoppers.

James Brady's musings on the decline in reflective thinking that appeared on the same page as T.N.T., an often amusing exercise in reflexive thinking. Close, but ...

I am interested in coverage of what is going on in advertising, but I particularly thank you for providing the solid backboards of intelligence, judgment, taste and manners against which I wish more campaigns were bounced.

M. Plimpton

Mill Valley, Calif.

A paragraph in Brady's Bunch caught my eye ["With all this Forrest Gump talk, who remembers Andy Gump, and why he had no chin?"]

In the early 1930s I met a man named Andy Wheat who claimed to be the original Andy Gump. He traveled around with carnival side shows, billing himself as the original Andy Gump. He told me he had lost his lower jaw to disease ... He told me he had met the cartoonist, who was subsequently inspired to draw Andy Gump.

Burt Schwarz

Advertising department

Mobile (Ala.) Press Register

I remember Andy Gump and that he had no chin, but ... "the reason he had no chin?" He was drawn that way.

Bill Schnirring

Editor in chief

NASA Tech Briefs

New York

Sometimes an errant spelling slips right through the fine-tooth comb of the most conscientious of proofreaders. It happens to all of us-even the detail-oriented Dow Jones & Co., who allowed a misspelled "disdain" to mar Larry Postaer's insightful commentary and tribute to The Wall Street Journal (AA, Sept. 12).

Ah well, Postaer advocates ignoring dogmatic rules.

Still running my spell-check.

Virginia Anderson

Marketing Services

Indiana University

Bloomington, Ind.

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