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Alfred E. Neuman, Corporate Pitchman? It Is a Mad World

April 07, 2002

Regarding "It's a Mad World of Endorsements" (March 19): Alfred E. Neuman, that silly-grinned, gaptoothed, freckle-faced high priest of antiestablishment has become a traitor, a turncoat, by shamefully selling out to corporate America.

The mere thought of seeing Alfred the Great promoting milk, jeans and buttoned-down Oxford shirts makes me cringe because he has now become one of "them."

Who else can we now turn to for a biting satiric barrage of criticism against the established order, corporate greed and our overly excessive material world? Certainly not Alfred, because even he is now indulging in the world of image over substance, shamefully getting his teeth fixed so he could look more physically pleasing for a milk ad.

Perhaps the spelling of Alfred's last name should be changed to Newman, because he certainly seems to be a "new man," emphasizing wealth, materialism and external appearance over exposing the absurdities of the lifestyles of the rich, powerful and famous. And the world is unfortunately a far worse place as a result.

KENNETH L. ZIMMERMAN

Huntington Beach

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