Three Guesses Why McCain's Veep Choice
Made Me Recall This Quote from Ad Legend
'The consumer is not a moron. She is your wife. You insult her intelligence if you assume that a mere slogan and a few rapid adjectives will persuade her to buy anything.'
--The late advertising-industry guru David Oglivy, in his book Confessions of An Advertising Man. He might just as well have been talking about the curious notion of grabbing a woman, any woman, to serve on a national ticket with you.