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The E-Sylum:  Volume 9, Number 46, November 12, 2006, Article 10

U.S. MINT'S TV ADVERTISING DRAWS CRITICISM

Dick Johnson writes: "Tim Iacono writes a column on precious metals
for the internet site Seeking Alpha. His November 9th column was
titled "Who's Minding the Mint?" He offers some strong comments on
the U.S. Mint's current TV advertisement and the cost of zinc as a
coinage metal -- both pertinent points.

I, too, have seen the Mint's TV ad. While I did not fall for the
seductive female voice (which Tim likens to Mary Alice Young, the
housewife who died on the first episode of "Desperate Housewives"),
I did object to the lines which stated the U.S. Mint products are
"polished, radiant, irresistible." I know it is a technical point
but the coins are not POLISHED. We assume they are talking about
proof coins. The DIES are polished for proof surface, not the coins.

"Polished" is a taboo word in modern numismatics when applied to U.S.
Mint's coins. It implies the coins were polished by some unsavory
character to create a "whizzed" coin, a false proof -- one of the
most despicable acts in numismatics, to make a coin what it isn't.

As an avid coin collector I also take umbrage at the sandal-wearing
boob looking at his coins in the back yard unaware of the events
around him. Thus I object to both the misstatement of fact and this
atrocious portrayal of what is supposed to be a typical coin collector.

Tim notes the awkward sights and sounds in this 15 second TV spot.
He attributes this to the Mint's ad agency. I say "Shame" on both
the Mint and its agency.

Do not go to the next E-Sylum item until you click on and read this
column (it is that important)."

To read "Who's Minding the Mint?", see: Full Story

  Wayne Homren, Editor

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