Business Notes ADVERTISING

As Joe Isuzu might tell it, he is the most successful figure in the history of television, a superstar who sold millions of cars and trucks to hordes of adoring fans and turned a small Japanese firm into the world's largest corporation. (He's lying.)

Actually, as portrayed by actor David Leisure, the prevaricating Joe Isuzu has become one of the most popular figures in advertising. (No kidding.) Since he told his first fib four years ago, he has gained wide recognition for his once obscure namesake. But after 35 commercials, his extravagant claims for Isuzu cars and trucks are coming to an end. The automaker said last week that next fall's campaign for three new lines of vehicles will rely on humor, but Joe will be nowhere in sight. The reason may be that Joe is losing his edge, which some ad experts attribute to his becoming too sincere in recent ads. But Isuzu's ad agency hints that Joe may be only resting. After a brief hiatus, he intends to run for President. (There he goes again.)