PRINCETON, NEW JERSEY - Sam Thurm, a former Lever Brothers vp-advertising and who also served on the boards of three major ad associations, died Monday at the age of 88.

His provocative quote about advertising - "With no ads, who would pay for the media? The good fairy?" - is still often cited in advertising books and discussions.

Thurm joined Lever in 1963 after a stint at Young & Rubicam. Under his direction the company became one of the first major advertisers in the US to run commercials featuring ethnic minorities.