Advertising history is filled with alternating bursts of hard and soft selling over the years, points out industry author James Twitchell, with the current trend coming on the heels of several years of softer messages focused on entertainment.
Crowds accustomed to a quarter-century of superstar John Paul II, grew to embrace the soft-spoken, scholarly Benedict, who had an uncanny knack for being able to absorb different points of view and pull them together in a coherent whole.