Facts Are Not Enough
Bill BernbachDDB
Let me read from a Wall Street Journal story of last year:
“A woman swallowed a pill. It contained only a little milk sugar, but she had been told it was a powerful drug. Within 10 minutes she was suffering severe reactions – first stomach pains, then diarrhea. Her lips swelled and her skin broke out.”
“After taking the same pills two other patients also displayed profound reactions. The experiment was a classic demonstration of the effect of a placebo.”
“The patient believes in it, so it works. From antiquity to this...