It can stir people to action, move them to tears of both joy and sorrow, and as it did here inflict great pain.

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Few people can stir a call to action like Cole, whether it's to shop at his stores or donate to AIDS charities, says Kevin Frost, chief executive of amfAR, The Foundation for AIDS Research.

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If Royal Caribbean can't give people a reason to travel on its cruise ships rather than on Carnival 's (nyse: CCL - news - people ), maybe its best to stir them into action with a drum-banging television spot and scream at them to "Get Out There!"

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