Since time began, Fear has been a regulatory part of humanity—our primitive religion taught the vengeance of the gods, our modern revivalists, like Billy Sunday, frightened people with damnation. Fear of mediocrity drove a little Corsican into becoming Emperor—Europe’s fears drove Napoleon into exile. Fear made Patrick Henry a patriot. Fear stalked with Lincoln from his log cabin to his tomb. It was the spur of such men as Martin Luther, Poe, Peter the Great, Chopin, Julius Caesar, Balzac, John the Baptist. So what’s a little Fear in advertising.110 We’ve a better world with a bit of the
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