1 DECEMBER 1984, Page 22

Commercial principles

Sir: You are right to be exasperated by the BBC's failure to grasp the opportunity of carrying advertising (Notes, 24 Novem- ber). But the BBC is not the only institu- tion to be 'inelastic' on the matter.

I find it quite absurd that the Irish State Coach trundles around on ceremonial occasions without Guinness advertise- ments. It is nonsense that Beefeaters should be allowed to stand around without `Macdonalds' labels, and I often think that our dear Queen Mother is a wonderful advertisement for someone's Creme de, Menthe. I, Sir, am in favour of a sponsored Queen.

John Dodd

74 West Close, Fernhurst, Sussex