Ben Gutmann
speaker
194 appearances
1 recordings
1 series
first heard Nov 2025
last heard 15 Nov
Ben Gutmann’s voice in public audio — every appearance, attributed to the second.
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recordings per month · last 12 monthsRecordings per month over the last 12 months — 1 in all, peaking in Nov 2025 with 1.
Appearances
You don't see that in a magazine, a newspaper.
At the same time, there was a very brief and, you know, kind of a, it looked like a pretty set of words, slogan from Philip Morris, that they were court ordered to have anti-smoking PSAs that said, think, don't smoke.
And Think Don't Smoke, they had a cool commercial with some teenagers in a diner, a whole thing.
Turns out when researchers look back on this, this was a couple of decades ago, and they look and they say, okay, well, what was the effect of each of those ads on teenagers?
Well, the shorter one, kind of the little pithier Think Don't Smoke, turns out that actually increased the interest in smoking amongst teenagers.
Meanwhile, the blunter, but longer one tobacco kills 1200 people a day ever think about taking a day off that significantly decreased attitudes towards smoking amongst that same group.
There's a challenge that a lot of, you see this in politics a lot, to be honest.
It sounds a lot like communicators have with too much abstraction and nothing for people to kind of grab onto.
People want, when they're making a choice, if they're buying a product, if they're casting a vote, they want to have an answer when somebody says, well, why are you buying that?
Or why do you vote for that guy?
Regardless of what everybody thinks of either candidate's politics, you can just look back to the 2016 election as a case study in this.
If you look in the Republican field in that year, you had all these accomplished governors and senators, and there were Republican strategists saying, this is going to be the most formidable lineup of candidates we've ever had.
But one by one, you start to see their campaigns unfold.
And someone like Marco Rubio comes out as saying, a new American century.
Someone like Jeb Bush is just Jeb, right?
It's just the exclamation point at the end of it.
But then somebody like Donald Trump, who ended up cruising to victory in that primary, he has a historically loaded statement, but he says, make America great again.
Well, there's something very tangible about that.
It's a complete sentence.
It's a full idea.
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