10/10/95
Stephanie Elsea/Bob Lowry
AU PROFESSOR SAYS O.J. 'DEAD IN WATER' AS ADVERTISING STAR
AUBURN -- O.J. Simpson is unlikely to regain his status as a "star presenter" in the advertising world, at least "for the next several years," says an Auburn University marketing professor.
"It's possible for this trial and the images and created by the trial to be put behind him but it would take a very long time," said Professor Herbert Rotfeld. "I think, meaning the next several years, he's dead in the water as a star presenter.
"The fact of matter is that right now O.J. Simpson, in terms his image, of who he is, what he is, what he can contribute, is very much in doubt. I really don't think any business would want to take a chance."
Prior to his arrest on double murder charges, the former NFL superstar was a pitchman for Hertz Rent A Car and a sportscaster for NBC Sports.
Rotfeld said it may be possible for Simpson -- who was acquitted of murder charges on Oct. 3 -- to improve his image through a book, a new job or simply by the passage of time.
"For him to do it, it would take time," he said. "He can rebuild a positive image as a person, possibly by getting media figure jobs or writing a book. Over time, even ex-President Nixon, who left office in disgrace, was rehabilitated. By the time he died, people were saying all sorts of positive things at his grave site."
Before his arrest and lengthy trial, Simpson was an advertising executive's dream pitchman, said Rotfeld.
"He cashed in from two things," he said. "He was a nice guy, he was a good actor, and he still is. But on the second item, which was an important part of his sales appeal was the fact that he had a very good image. He was the superstar football player who helped sell the superstar in rental cars.
But with the division over the verdict in the high profile case, Rotfeld said Simpson's image is now "really messed up."
"Advertising is a very conservative business, and no advertiser manager would want to take a chance on the messed up image or a confused image he has now getting in the way of selling a product," he said. "I think he (Simpson) is too smart to take any sleazy offers that might come his way."
"Somebody might feel a use for him in a job if he could do a job well, but it's something else to say 'I can help sell your product'. Bill Cosby sells everything because he's a good star presenter. He comes across very nice. Michael Jordan, as a positive sports personality that everyone likes, can sell most everything under the sun.
Rotfeld said Simpson's image was damaged even more since his nine- month-long trial was nationally televised.
oct95:AU-simpson
CONTACT: Rotfeld, 334/844-2459 (rotfeld@business.auburn.edu)