Many people believe things from anecdotes in which there is only one case instead of a large number of cases. There are stories of different kinds of influences. Things that happened to people, and they all remember, and how do you explain that, they say. I can remember things in my life, too. And I give two examples of most remarkable experiences.
off. This business of statistics is well known, and the problem of getting a good sample is a very serious one, and everybody knows about it, and its a scientifically OK business. Except if you dont do it. The conclusion from all the researchers is that all people in the world are as dopey as can be, and the only way to tell them anything is to perpetually insult their intelligence. This conclusion may be correct. On the other hand, it may be false. And we are making a terrible mistake if it is false. It is, therefore, a matter of considerable responsibility to get straightened out on how to test whether or not people pay attention to different kinds of advertising.
As I say, I know a lot of people. Ordinary people. And I think their intelligence is being insulted. I mean theres all kinds of things. You turn on the radio; if you have any soul, you go crazy. People have a wayI havent learned it yetof not listening to it. I dont know how to do it. So in order to prepare this talk I turned on the radio for three minutes when I was at home, and I heard two things.
First, I turned it on and I heard Indian musicIndians from New Mexico, Navajos. I recognized it. I had heard them in Gallup, and I was delighted. I wont give an imitation of the war chant, although I would like to. Im tempted. Its very interesting, and its deep in their religion, and its something that they respect. So I would report honestly that I was pleased to see that on the radio there was something interesting. That was cultural. So we have to be honest. If were going to report, you listen for three minutes, thats what you hear. So I kept listening. I have to report that I cheated a little bit. I kept listening because I liked it; it was good. It stopped. And a man said, We are on the warpath against automobile accidents. And then he went on and said how you have to be careful in automobile accidents. Thats not an insult to intelligence; its an insult to the Navajo Indians, and to their religion and their ideas. And so I listened until I heard that there is a drink of some kind, I think its called Pepsi-Cola, for people who think young. So I said, all right, thats enough. Ill think about that a while. First of all, the whole idea is crazy. What is a person who thinks young? I suppose it is a person who likes to do things that young people like to do. Alright, let them think that. Then this is a drink for such people. I suppose that the people in the research department of the drink company decided how much lime to put in as follows: Well, we used to have a drink that was just an ordinary drink, but we have to rearrange it, not for ordinary people but for special people who think young. More sugar. The whole idea that a drink is especially for people who think young is an absolute absurdity.
So as a result of this, we get perpetually insulted, our intelligence always insulted. I have an idea of how to beat it. People have all kinds of plans, you know, and the ETC. is trying to straighten it out. Ive got an easy plan. Suppose that you purchased the use for thirty days of twenty-six billboards in Greater Seattle, eighteen of them lighted. And you put onto the billboards a sign which says, Has your intelligence been insulted? Dont buy the product. And then you buy a few spots on the television or the radio. In the middle of some program a man comes up and says, Pardon me, Im sorry to interrupt you, but if you find that any of the advertising that you hear insults your intelligence or in any way disturbs you, we would advise you not to buy the product, and things will be straightened out as quickly as it can be. Thank you.
Now if anybody has any money that they want to throw around, Id advise that as an experiment to find out about the intelligence of the average television looker. Its an interesting question. Its a quick shortcut to find out about their intelligence. But maybe its a little bit expensive.
You say, Its not very important. The advertisers have to sell their wares, and so on and so on. On the other hand, the whole idea that the average person is unintelligent is a very dangerous idea. Even if its true, it shouldnt be dealt with the way its dealt with.
Newspaper reporters and commentatorsthere is a large number of them who assume that the public is stupider than they are, that the public cannot understand things that they [the reporters and the commentators] cannot understand. Now that is ridiculous. Im not trying to say theyre dumber than the average man, but theyre dumber in some way than somebody else. If I ever have to explain something scientific to a reporter, and he says what is the idea? Well, I explain it in words of one syllable, as I would explain it to my neighbor. He doesnt understand it, which is possible, because hes brought up differentlyhe