The silence strategy

Our nation's continuing lamentable, embarrassing presidential sparring has spawned supporters and proponents of every conceivable position. Nevertheless, there has never been a better opportunity for educated people to understand something about the scientific behavioral reasons why one should never advertise the enemy. Not naming someone or something you oppose is the equivalent of a boycott. Mention a person's name and he/she wins, regardless of what you say. Every thoughtful person should remember and learn from the profound wisdom of Henry Ford, a century ago, who proclaimed, "Talk good about Ford, talk bad about Ford, but talk Ford." That is the operative principle of advertising - visibility.

Leon J. Hoffman

Chicago