We estimate the dipole radiation emitted in fusion processes. We show that a
classical bremsstrahlung approach can account for both the preequilibrium and
the thermal photon emission. We give an absolute evaluation of the
pre-equilibrium component due to the charge asymmetry in the entrance channel
and we study the energy and mass dependence in order to optimize the
observation. This dynamical dipole radiation could be a relevant cooling
mechanism in the fusion path. We stress the interest in experiments with the
new available radioactive beams.Comment: 4 pages (LATEX), 4 Postscript figures, minor text modification