In response to Brian Price’s letter in Lookout arguing that the “No Kings” protests could use a name change, David Ogilvy, often referred to as the “Father of Advertising,” advocated against the use of negative words like “no” and “don’t” in slogans.

He maintained that the brain has difficulty processing negative words (no) and tends to go to the main concept (kings), which defeats the intent of the slogan. Framing a positive suggestion is far more effective.

And a contest is a great idea!

Lynne Swift
Eugene