Television: This--Is a Commercial

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Who could mistake that delivery? It had the measured pace, the carefully modulated tone, the authoritative note of CBS News Analyst Edward R. Murrow.

"In the interest of good will," said the solemn voice on the radio, "the Hoffman Beverage Company feels compelled to make this announcement. It's simply this. All Hoffman flavors have that happy taste except sarsaparilla. We might as well come right out with it. We haven't quite hit that happy, carefree note in sarsaparilla. Now please don't misunderstand us. Our Hoffman sarsaparilla is absolutely dependable. It's trustworthy. It's loyal. But it just isn't what"we call happy. You take Hoffman orange. It's absolutely rollicking. Our lemon is almost giggly . . . We are sorry about Hoffman sarsaparilla. Why isn't it happy? Well, let me ask you, could you be happy if your name were sarsaparilla? My name is Mike Baker."

When CBS officials heard the message on rival Manhattan stations last week, they were unhappier than sarsaparilla. Before Murrow himself had heard the imitation, the CBSmen (who forbid their newscasters to give commercials even on their own network) won assurance that it would be off the air in a few days.

Meanwhile, back at the agency that produced the ad. Adman Howard Becker modestly disclaimed any special talent for creating the likeness of a radio pundit. Said he: "It's simple, really. If you speak in a portentous voice, write copy in short, terse style, make everything sound important, you sound like Murrow—no matter who you are."