change brand preference. Viewers guess that the celebrity has been bought, and they are right. To get Farrah Fawcett for three years, Fabergé is reported to have paid $2,000,000. Bob Hope, Gregory Peck, Candice Bergen and Dean Martin charge about $1,000,000 each. The spokesman everyone wants is Walter Cronkite, but he isn’t available at any price. However, for a beggarly $10,000 you can get Ronald Biggs who escaped from jail after being convicted for his part in England’s Great Train Robbery. He lives in Brazil. Viewers have a way of remembering the celebrity while forgetting the product. I did not know this when I paid Eleanor Roosevelt $35,000 to make a commercial for margarine. She reported that her mail was equally divided. ‘One half was sad because I had damaged my reputation. The other half was happy because I had damaged my reputation.’ Not one of my proudest memories. I paid Mrs. Roosevelt $35,000 to make a commercial for margarine. Here she is telling viewers, ‘The new Good Luck margarine really tastes delicious’. In those days I did not know that it is a mistake to use celebrities. They are remembered but the product is forgotten. 2 Cartoons can sell things to children, but they are below average in selling to grown-ups. They don’t hold the viewer as well as live action,