HAVE YOU noticed recent television commercials showing bowlers dressed in all kinds of ridiculous attire, jumping up and down at the foul line (or reclining on the approach) after they heaved a bowling ball down a lane? Meanwhile, mom, dad, kids, husband or wife, friends or relatives are spotted sprawled out on the settees (in the background), ravenously taking "swigs" of some type of beverage as they chomp down on another slice of pizza.

Or maybe you caught the variety show where the comedian referred to a bowler "who was so dumb that when he scored a strike, he wrote down 'O' because he couldn't spell 'X'!"

Or perhaps you remember that ignominious article in Sports Illustrated a few years ago in which the author wrote (among other disparaging remarks), "....bowlers are ugly too."

Remember, too, when Archie Bunker, Ralph Kramden and Fred Flintstone were doing so much to entertain the American public, but often at bowling's expense?

Indeed, many more examples can be given of blatant ridicule that has lambasted the sport over the years, graphically or expressively. But you get the idea. Can we wonder, then, why some bowlers are reluctant to discuss their serious involvement with the game?

Even more, how do we address this problem?

Well, we can begin with better public relations efforts, the kind that accurately reflect the sport's random patronage. In fact, we have them all - the country club set as well as blue collar workers; millions of youngsters and as many (if not more) senior citizens. In fact, we are the largest organized sport in America, yet it almost seems to be a secret. You have it in your power to make sure that fact is no longer a secret.

It would enlighten many people to know that the great majority of bowlers today are not blue collar participants. However, we do cater to a larger faction of this group than any other organized sport; we should be proud of that.

If the term "blue collar" applies to the likes of carpenters, technicians, janitors, factory workers, municipal ordinance personnel, landscapers, plumbers, etc., we are unmistakengly referring to the backbone of the nation. Who would want to disclaim this faction as an integral part of their membership?

Certainly, putting the above cards into play would be a step in the right direction. But if bowling is to live up to its potential, it must clear an even bigger hurdle.

In the main, what tarnishes bowling's image today is its ever-diminishing regard as a viable sport. The widespread proliferation of this point of view was initially inspired by advertising campaigns launched in the mid-'60s. Faced with an eroding body of committed bowlers (because of bowler rebellion toward newly-introduced lane finishes and a de-emphasis of team bowling), industry leadership turned to Madison Avenue for help.

With such slogans as "Go-Go-Bowling," "Bowling Is Fun," "Bowling Is Family Entertainment," etc., the advertising strategists brought millions of recreationalists into half-empty centers. Once more, substantial dollars flowed across the bowling counters, but it did not come without a price. Bowling was now being sold and portrayed primarily as a recreation, and not as an athletic, competitive format.

Even more, a growing number of proprietors (most newly arrived) picked up on this marketing approach and extended it by making sales at their concessionary outlets (the bar, snack shops, video game rooms, etc.) their priority, even encouraging bowlers to frequent them during league play. To further promote this "festive" air, some went so far as to pipe in contemporary music and television programs on the scoring monitors.

"Change the way people think," said a wise man, "and things will never be the same." These advertising campaigns and marketing approaches did just that. In consequence, more than 97 percent of today's bowling leagues are mixed or socially-inspired (recreational) and less than 3 percent are competitively-oriented.

Unfortunately, putting all our eggs in one recreational basket has left us vulnerable to ever-growing competition for additional participants. Such leisure activities as skiing, mid-winter vacations, health clubs, etc., have significantly dwindled the number and availability of potential recreationalists.

How do we resolve the problem?

Well, we certainly don't want to stop selling the game as great recreation. Currently, that's what's keeping our heads above water. In fact, in this regard, the industry as a whole has done a more-than-commendable job.

But if we are to effectively contest bowling's downward spiral, the battle must be fought in the competitive arena. Let's begin by setting the record straight. As we did in the bowling's "boom days," let's once again tell the public the truth. Bowling is not easy! Learning to be a skillful bowler is demanding and difficult. It requires hours of practice, sweat and toil. On challenging (honest) conditions, par bowling status is not merely a commendation. It is an athletic "badge of honor!"

Further, let's initiate an all-out effort to inform the public that team bowling is not only extremely challenging, competitive and exciting, but it is bowling's ultimate format. The game's resurgence depends on how well we get that message across.