War is Peace

New Zealand advertising guru Kevin Roberts has advised the Pentagon how to rebrand its war on terror. “Call our struggle the Fight for a Better World,” he says. American marketing magazine Brandweek reports that Roberts, chief executive of global advertising agency Saatchi & Saatchi, inspired Bush Administration officials to replace the phrase “war on terror” with “the global struggle against violent extremism”, a phrase widely ridiculed when US Defence Secretary Donald Rumsfeld and others began using it. Not surprisingly, they reverted back to “war on terror” despite its obvious grammatical flaws. “They should change their language,” Roberts says.”‘The Fight for a Better World’ is more inclusive, more optimistic and more engaging. The ‘war on terror’ doesn’t have a lot of positive equity going

for it.”

Frightening stuff.