Teddy White lamented that TV might spell the death of serious politics: to give a thoughtful response to serious questions, politician needed a good thirty seconds to ponder, but television allowed only five seconds of silence at best. DDB (ad men) found nothing to lament and the fact. They were convinced you could learn everything you needed to KNOW about a product, which in this case happens to be a human being, in half a minute the speed not of thought but of emotion.
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About Rick Perlstein
Rick Perlstein was a contemporary American historian and journalist. Rick Perlstein is an American historian, writer and journalist who has garnered recognition for his chronicles of the post-1960s American conservative movement. The author of five bestselling books, Perlstein received the 2001 Los Angeles Times Book Prize for History for his first book, Before the Storm: Barry Goldwater and the Unmaking of the American Consensus. Read more on Wikipedia →