THE VIRGINIAN-PILOT 
              Copyright (c) 1995, Landmark Communications, Inc.

DATE: Sunday, October 1, 1995                TAG: 9509280021
SECTION: COMMENTARY               PAGE: J4   EDITION: FINAL 
TYPE: Letter 
                                             LENGTH: Short :   44 lines

NEED RESPONSIBILITY IN ADVERTISING

It will be interesting to watch the debate over freedom of speech and advertising. Certainly Nike and Calvin Klein are protected under the First Amendment. So am I. I can stand somewhere and let go with a stream of expletives. I can even call it a performance piece and get paid to do it. But is it responsible? Is it in good taste? Is it offensive to others?

Our founding fathers ensured our rights to freedom of speech. Somehow I think they were referring to our rights to speak out politically or religiously without fear of being hauled away by police in the night. I think our founding fathers hoped we would exercise good judgment and taste and use this right to better mankind. I have never felt the First Amendment was a license for filth.

Our founding fathers also ensured our right to bear arms, but I don't really think they intended for anyone to stockpile cases of automatic weapons in his tool shed.

Calvin Klein's ads for overpriced jeans and perfume are in poor taste regardless of the age of the person modeling; if it looks like a child in a provocative pose, why do it? To me this is a cruel and vicious slap in the face to every person who has ever been sexually abused by an authority figure.

I have always hated Nike's aggressive, in-your-face, over-the-top, macho, testosterone-laden campaign. What ever happened to good sportsmanship and playing the game for enjoyment? What galls me the most is that there is probably $1.50 worth of materials going into these overpriced tennis shoes that children are killing one another to possess.

Advertising is not art and is therefore under no obligation to ennoble, uplift, etc. It is, however, a very large part of our pop culture. As a result of its influence, I wish companies would be a little more concerned about the message they send.

PAMELA S. RILEY

Virginia Beach, Sept. 15, 1995 by CNB