I am writing regarding Todd Guill’s editorial, “Truth in Bad-vertising” (Nov. 1, 2007). As someone who hates obnoxious commercials myself (I was surprised Mr. Guill didn’t make any mention of what I have termed the “screaming car ads,” such as those for Berglund Chevrolet), I got a good laugh reading his article. Until I reached the end, however.

I was very saddened to read Mr. Guill’s comments regarding “monkeys” and that they make for a “successful, effective commercial.” No doubt Mr. Guill is referring to chimpanzees (which are technically apes, not monkeys), which are featured in many commercials today.

While you’d have to be a pretty sour person not to laugh or smile at these commercials, most people do not realize the very sad story of the lives of these animals. Jane Goodall explains the inhumane treatment and conditions that chimpanzees used in commercials and entertainment must live with at www.janegoodall.org/chimp_central/conservation/issues/in_entertainment.asp.

I hope this information will enlighten Mr. Guill and the rest of your staff to the reality behind the few chuckles we get from seeing chimpanzees in commercials and to realize that once you know the truth behind these commercials, they aren’t so funny after all.

Christine Lofgren, Roanoke