THE VIRGINIAN-PILOT
Copyright (c) 1994, Landmark Communications, Inc.
DATE: Friday, July 8, 1994 TAG: 9407080014
SECTION: FRONT PAGE: A10 EDITION: FINAL
TYPE: Letter
LENGTH: Short : 27 lines
I noted with interest that Coppertone will start running a different version of what you call its ``classic ad.'' I wish it would modify it or abandon it.
The ad has been around a long time, and it has always bothered me. I don't think the bare bottoms of children should be used to sell goods, and I object to the depersonalization and denigration involved in treating this child's consternation and embarrassment as ``cute.''
This probably has sold a lot of Coppertone over the years, illustrating all too well how acceptable it is in our society to exploit little children for adult amusement. The climate of feeling that makes this ad acceptable is part of the explanation for our statistics on child abuse, particularly sexual abuse.
HARRIET J. SCHLEY
Norfolk, June 28, 1994 by CNB