From The Space Merchants by Frederik Pohl:
“First, words. We want words that are about Venus, words that’ll tickle people. Make them sit up. Make them muse about change, and space, and other worlds. Words to make them a little discontented with what they are and a little hopeful about what they might be. Words to make them feel noble about feeling the way they do….”
“… It always winds up with him telling me the world’s going to hell in a hand-basket and people have got to made to realize it — and me telling him we’ve always got along somehow and we’ll keep going somehow.”
It was an appeal to reason, and they’re always dangerous. You can’t trust reason. We threw it out of the ad profession long ago and have never missed it.
It was a simple application of intelligence, and if that doesn’t bear out the essential difference between consumer and copysmith mentality, what does?