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Rose Bowl

September 13, 1998

It was gratifying to read that there is resistance to placing a corporate sponsor's name on the Rose Bowl (Sept. 4). We have allowed our society and culture to become completely overwhelmed by the world's conglomerates and corporations. Our clothing, buildings, buses, sports events, etc. are smothered with corporate logos and advertising. We can no longer watch television without having a corporate logo superimposed in the corner of the screen to remind us of which network we are watching, except of course during the commercials. Even the dividers at the supermarket checkout stands now carry corporate advertising.

The argument that the sponsorship funds would help the city of Pasadena is specious. You can be certain that the costs of this so-called "corporate goodwill" are factored into the prices of their goods and services, and we the consumers end up footing the bill.

IAN FRASER

Los Angeles

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