Re: Radio Persnality Endorsements Kick It Up A Notch

[DonKelley@aol.com]

Katie Couric's on-air colonoscopy was not a commercial.  It was an informational and educational piece on a news and entertainment program.  Not unlike the double knee replacement that Hugh Downs showed us on 20-20.

Laser eye surgery spots done by on-air Talent have become quite common.  Five people in our building have had the procedure and all of them have done spots extolling it.

How is that different from an Air Talent doing spots for a car dealer?  Or Teri Garr sticking up post-it notes in a Magic spot?  Or Derek Lowe doing a Rotman's ad? Or Adam Vinatieri doing a Bernie & Phyl's ad?  

And what if, like Body Solutions, the copy has exaggerated claims?  Is that any different from the Lee Marvin TV spot in the 50's claiming that smoking Camels would help your digestion?  

These are all personality endorsements. They've been around since the advent of broadcasting.