On a Monday night in September 1964, television viewers watched a little girl counting petals on a flower. Her voice gave way to a man counting down, and then a nuclear blast filled the screen.
The ad ran as a paid spot only once, in support of President Lyndon B. Johnson’s reelection campaign. It never mentioned his opponent, republican Barry Goldwater. The ad played on a fear voters already held, that Goldwater might start a nuclear war. Republicans protested loudly, Democrats pulled the spot, and the uproar got it rebroadcast in full on network news.
k7:8FC6mk:7C2>6 H:5E9lQcc_Q 96:89ElQae_Q DC4lQ9EEADi^^HHH]J@FEF36]4@>^6>365^C:sJA!`z7~&nH>@56lEC2?DA2C6?EU2>AjDE2CEl_Q 7C2>63@C56ClQ_Q 2==@H7F==D4C66?lQQmk^:7C2>6mk7:842AE:@?mu@C>2==J E:E=65 ‘!6246[ {:EE=6 v:C=[’ E9:D A@=:E:42= 4@>>6C4:2= H2D AC@5F465 7@C !C6D:56?E {J?5@? q] y@9?D@?’D `hec 42>A2:8? 282:?DE q2CCJ v@=5H2E6C]k^7:842AE:@?mk^7:8FC6m
kAmx DEF5J 9@H 6>@E:@?2= 2AA62=D A6CDF256[ 7C@> 9@H G:6H6CD’ >@@5D D92A6 E96:C k2 9C67lQ9EEADi^^5@:]@C8^`_]`_g_^`_c`fhc)]a_`a]f`a`hcQmC624E:@?D E@ A@=:E:42= 25Dk^2m E@ 9@H k2 9C67lQ9EEADi^^5@:]@C8^`_]````^;]`ceg\ahdg]a__e]____e]IQm2?I:6EJ 5C:G6D A6@A=6 E@ D66< @FEk^2m[ 2?5 D@>6E:>6D 72:= E@ 23D@C3[ :?7@C>2E:@? 23@FE E9C62ED]k^Am
kAm%96 {qy “s2:DJ” 25 D9@HD H9J A@=:E:42= 42>A2:8?D E@ E9:D 52J k2 9C67lQ9EEADi^^HHH]72463@@<]4@>^%rs62C3@C?^A@DED^C6AF3=:42?\FD\D6?2E6\42?5:52E6\>:<6\C@86CD\?6H\25\E2C86E:?8\235F=\6=\D2J65\:D\C2^`fdecgbbaebahddb^Qm4@?E:?F6 E@ C6249 7@C 762Ck^2m[ 2?5 :E 9:?ED 2E H9J E96 A2J@77 :D =6DD AC65:4E23=6 E92? J@F >:89E E9:?<]k^Am
k9am(9J 42>A2:8?D FD6 762Ck^9am
kAmk2 9C67lQ9EEADi^^5@:]@C8^`_]``fe^2AA:]2;A]a_`e]`e_b_bdbQmu62C :D 2? 2=2C>k^2m] xE E6==D J@F D@>6E9:?8 E9C62E6?:?8 :D 4=@D6] *@F 766= D42C65 H96? J@F 36=:6G6 J@F 2C6 2E C:D< 7C@> D@>6E9:?8 52?86C@FD E92E 42? 9FCE J@F]k^Am
kAmp?I:6EJ <?@4<D A6@A=6 @77 2FE@A:=@E[ D92CA6?D 2EE6?E:@? 2?5 D6?5D E96> =@@<:?8 7@C ?6H :?7@C>2E:@?] %92E 96:89E6?65 2EE6?E:G6?6DD >2J 36 6I24E=J H92E 2 DECF88=:?8 42>A2:8? H2?ED]k^Am
kAm(96? A@=:E:42= D4:6?E:DED k2 9C67lQ9EEADi^^D49@=2C]8@@8=6]4@>^4:E2E:@?DnFD6Cl)a$8g$xppppyU2>Aj9=l6?Qm%C2G:D #:5@FEk^2m 2?5 k2 9C67lQ9EEADi^^D49@=2C]8@@8=6]4@>^4:E2E:@?DnFD6Cl}xC=*@"ppppyU2>Aj9=Qmz2E9=66? $62C=6Dk^2m k2 9C67lQ9EEADi^^5@:]@C8^`_]````^;]`cef\haa`]a_`_]__g`h]IQmEC24<65 $6?2E6 25Dk^2m 7C@> a__c[ E96J 7@F?5 E92E 7C@?E\CF??6CD @7E6? =62?65 @? 6?E9FD:2D> 2?5 AC:56 :? E96:C >6DD28:?8[ H9:=6 42?5:52E6D H9@ H6C6 369:?5 =62?65 @? 762C 2?5 2?86C]k^Am
k9ams@6D 762C 492?86 G@E6Dnk^9am
kAm$@>6E:>6D[ 762C H@C<D]k^Am
kAmsFC:?8 E96 `hhg |2DD249FD6EED 8@G6C?@C’D C246[ A@=:E:42= D4:6?E:DE k2 9C67lQ9EEADi^^D49@=2C]8@@8=6]4@>^4:E2E:@?DnFD6Cly!z\\:4ppppyU2>Aj9=l6?U2>Aj@:l2@Qm%65 qC256Ck^2m C2? 2 DEF5J E92E 6>365565 42>A2:8? 25D :? 2 ?6HD 3C@2542DE 2?5 k2 9C67lQ9EEADi^^AC6DD]F49:428@]65F^F4A^3@@<D^3@@<^49:428@^r^3@bec_bce]9E>=Qm492?865 @?=J E96 >FD:4 2?5 :>286D[ <66A:?8 E96 H@C5D :56?E:42=k^2m] %9@D6 492?86D AC@5F465 4@>A=6E6=J 5:776C6?E C624E:@?D] (96? 2 ?682E:G6 25 A2:C65 8C2:?J 3=24<\2?5\H9:E6 :>286D @7 5CF8 FD6 H:E9 E6?D6 >FD:4[ G:6H6CD A2:5 4=@D6C 2EE6?E:@? E@ E96 DA@<6? >6DD286 2?5 3642>6 >@C6 @A6? E@ C64@?D:56C:?8 E96:C 49@D6? 42?5:52E6]k^Am
kAmu62C 4F6D – =:<6 2 ?F4=62C >FD9C@@> 4=@F5 – 42? AFD9 G:6H6CD E@ H6:89 7C6D9 :?7@C>2E:@? 2?5 C64@?D:56C E96:C 49@:46] ~?6 DFCAC:D6i !@=:E:42==J :?7@C>65 4:E:K6?D H6C6 >@C6 C6DA@?D:G6 E@ E96D6 6>@E:@?2= 4F6D E92? =6DD 6?82865 @?6D] u62C :D ?@E D:>A=J 2 E@@= 7@C DH2J:?8 E96 F?:?7@C>65[ F?564:565 G@E6C] xE 2=D@ C62496D A6@A=6 H9@ 7@==@H A@=:E:4D 4=@D6=J] t>@E:@? AC@G:56D E96 >@E:G2E:@?[ H9:=6 <?@H=6586 AC@G:56D E96 23:=:EJ E@ E9:?< 42C67F==J 23@FE E96 :DDF6D 2?5 A@D:E:@?D 2?5 D66< @FE >@C6 :?7@C>2E:@?]k^Am
kAm|@C6 3C@25=J[ 2 k2 9C67lQ9EEADi^^5@:]@C8^`_]`_bf^2__bhfahQm>6E2\2?2=JD:D @7 @G6C `__ DEF5:6Dk^2m 7@F?5 E92E 762C 2AA62=D C6=:23=J D9:7E 2EE:EF56D 2?5 3692G:@C 24C@DD 962=E9 2?5 @E96C 5@>2:?D] u@C :?DE2?46[ AF3=:4 962=E9 C6D62C496C k2 9C67lQ9EEADi^^D49@=2C]8@@8=6]4@>^4:E2E:@?DnFD6Cl!!!$D"@ppppyU2>Aj9=l6?U2>Aj@:l2@Qm{F4J !@A@G2k^2m E6DE65 762C\32D65 >6DD286D 56D:8?65 E@ 5:D4@FC286 D>@<6CD 7C@> ECJ:?8 D?FD[ 2 D>@<6=6DD E@3244@ AC@5F4E] $96 7@F?5 E92E H96? A2CE:4:A2?ED A6C46:G65 2 D6C:@FD E9C62E 3FE 2=D@ 76=E 42A23=6 @7 24E:?8 @? :E[ E96J k2 9C67lQ9EEADi^^5@:]@C8^`_]`_g_^`_c`_abe]a_`b]gac_ebQm96=5 =6DD 72G@C23=6 2EE:EF56Dk^2m E@H2C5 D?FD 2?5 H6C6 =6DD :?4=:?65 E@ ECJ :E]k^Am
kAm!@=:E:42= 2EE24< 25D – 762C >6DD28:?8 36:?8 @?6 EJA6 – 92G6 2 D92<:6C C64@C5] p k2 9C67lQ9EEADi^^5@:]@C8^`_]````^;]`ceg\ad_g]a__f]__e`g]IQmC6G:6H @7 >@C6 E92? `__ DEF5:6Dk^2m 7@F?5 ?@ 56A6?523=6 6G:56?46 E92E ?682E:G6 42>A2:8?:?8 H:?D 6=64E:@?D[ 2?5 D@>6 6G:56?46 E92E :E =@H6CD A@D:E:G6 766=:?8D E@H2C5 E96 42?5:52E6 H9@ DA@?D@CD :E]k^Am
k9am%96 4C:E:42= :?8C65:6?E :D 6>A@H6C>6?Ek^9am
kAmr@>>F?:42E:@? D49@=2C k2 9C67lQ9EEADi^^D49@=2C]8@@8=6]4@>^4:E2E:@?DnFD6Cl<I)tFA8ppppyU2>Aj9=l6?Qmz:> (:EE6’Dk^2m C6D62C49 7@F?5 E92E k2 9C67lQ9EEADi^^5@:]@C8^`_]`_g_^_bebffdha_hbfeafeQm762C >@E:G2E6D 24E:@? H96?k^2m A6@A=6 36=:6G6 E96C6 :D 2 H@C<23=6 C6DA@?D6 E92E E96J 42? 42CCJ @FE] (96? E96 E9C62E 766=D 3:8 2?5 E96 D@=FE:@? 766=D @FE @7 C6249[ k2 9C67lQ9EEADi^^E964@?G6CD2E:@?]4@>^9F>2?D\2C6\92C5H:C65\E@\5:D>:DD\724ED\E92E\5@?E\7:E\E96:C\H@C=5G:6H\`af`egQmA6@A=6 AC@E64E E96>D6=G6D 7C@> E96 >6DD286 :?DE625k^2m] %96J EF?6 @FE[ 56?J E96 E9C62E @C 564:56 E96 >6DD6?86C :D E96 AC@3=6>]k^Am
k7:8FC6mk:>8 2=ElQvC2A9:4 H2C?:?8D @? 4:82C6EE6 A24<286D :? r2?252Q DC4lQ9EEADi^^:>286D]E964@?G6CD2E:@?]4@>^7:=6D^fefgee^@C:8:?2=^7:=6\a_ae`_ab\d_\CaH;<C];A8n:I=:3lC3\c]`]`U2>AjBlcdU2>Aj2FE@l7@C>2EU2>Aj7:El4=:AU2>AjHlfc_Q ^mk7:842AE:@?mvCF6D@>6 H2C?:?8D @? E@3244@ AC@5F4ED 42? DA2C< 762C – 3FE H92E’D E96 ?6IE DE6An k2 9C67lQ9EEADi^^HHH]86EEJ:>286D]4@>^56E2:=^?6HD\A9@E@^8C2A9:4\H2C?:?8D\2C6\5:DA=2J65\@?\E96\A24<28:?8\@7\?6HD\A9@E@^aaeadbgbhhQmrC62E:G6 %@F49 x>28:?8 {E5]^}FC!9@E@ G:2 v6EEJ x>286D G:2 %96 r@?G6CD2E:@?k^2mk^7:842AE:@?mk^7:8FC6m
kAmu@C 6I2>A=6[ A:4EFC6 2? 25 862C65 E@H2C5 25@=6D46?E G2A:?8 E92E D9@HD E66?D :? 9@DA:E2= 365D H:E9 G6?E:=2E@CD FD:?8 D42CJ E6C>D =:<6 “A@A4@C? =F?8D]” x7 E96 25 2=D@ 4@>>F?:42E6D E92E G2A:?8 42? 56DEC@J =F?8D :CC6G6CD:3=J[ E96 E66? 2F5:6?46 :D =:<6=J E@ 6IA6C:6?46 6IEC6>6 762C H9:=6 2E E96 D2>6 E:>6 766=:?8 =:<6 E96C6’D ?@ H2J E@ 7:I E96 AC@3=6>]k^Am
kAm|J 4@==628F6D 2?5 x 92G6 D66? E9:D 67764E :? @FC @H? 6IA6C:>6?ED] (6 7@F?5 E92E A6@A=6 H9@ 76=E 9:89=J 2?I:@FD 2?5 2=D@ 4@?7:56?E E96J 4@F=5 24E k2 9C67lQ9EEADi^^5@:]@C8^`_]````^;]`ceg\ahdg]a__e]____e]IQmD@F89E @FE E96 >@DE :?7@C>2E:@?k^2m] %9@D6 H9@ 76=E 2?I:@FD 3FE =24<65 E92E 4@?7:56?46 5:5 8@ =@@<:?8[ J6E E96J C642==65 G6CJ =:EE=6] p?I:6EJ AFD965 E96> E@ D62C49 3FE 8@E :? E96 H2J @7 23D@C3:?8 H92E E96J C625]k^Am
kAmp 42>A2:8? E92E 7C:89E6?D G@E6CD H:E9@FE @776C:?8 2 4=62C DE6A E@ 255C6DD E96 :DDF6 4@F=5 6?5 FA AC@5F4:?8 A=6?EJ @7 2?I:@FD 2EE6?E:@? 2?5 G6CJ =:EE=6 =62C?:?8]k^Am
kAmt>A@H6C>6?E 2=D@ 96=AD 6IA=2:? H9@ D9@HD FA 2E E96 A@==D] !@=:E:42= D4:6?E:DE k2 9C67lQ9EEADi^^D49@=2C]8@@8=6]4@>^4:E2E:@?DnFD6Cl`65e"A<ppppyU2>Aj9=l6?U2>Aj@:lDC2Qm}:49@=2D '2=6?E:?@k^2m 2?5 4@==628F6D 7@F?5 E92E k2 9C67lQ9EEADi^^5@:]@C8^`_]`_`f^$__aabg`e`____hbhQm2?86C 3@@DE65 G@E6C A2CE:4:A2E:@?k^2m >@C6 C6=:23=J E92? 2?I:6EJ[ 2?5 2?I:6EJ >2EE6C65 >2:?=J 7@C A6@A=6 H9@ 2=C625J 925 E96 D<:==D 2?5 C6D@FC46D E@ E2<6 24E:@?D =:<6 5@?2E6 E@ 42>A2:8?D[ 2EE6?5 C2==:6D[ D:8? A6E:E:@?D 2?5 D@ @?]k^Am
k9amu62C A=2JD @? AC6;F5:46 2?5 DE6C6@EJA6Dk^9am
kAmu62C 5@6D :ED >@DE C6=:23=6 H@C< H96? :E 2EE2496D E@ 2 DE6C6@EJA6 G@E6CD 2=C625J 42CCJ] %96 `hgg AC6D:56?E:2= C246 AC@G:56D EH@ 4=2DD:4 6I2>A=6D]k^Am
kAm~?6 4@?EC@G6CD:2= 25[ AC@5F465 :? DFAA@CE @7 #6AF3=:42? v6@C86 w](] qFD9[ D9@H65 2 >F8D9@E @7 2 q=24< >2?] %96 25 ?2>65 E96 >2?[ (:==:6 w@CE@?[ 2?5 2 G@:46@G6C 6IA=2:?65 E92E 96’5 4@>>:EE65 C2A6 2?5 2DD2F=E H9:=6 @? 2 H66<6?5 7FC=@F89 7C@> AC:D@? 2D A2CE @7 2 AC@8C2> CF? F?56C |2DD249FD6EED v@G6C?@C |:4926= sF<2<:D[ E96 s6>@4C2E:4 42?5:52E6] %96 DA@E =:?<65 762CD 23@FE 4C:>6 E@ C246 H:E9@FE D2J:?8 D@ 5:C64E=J]k^Am
k7:8FC6mk:7C2>6 H:5E9lQcc_Q 96:89ElQae_Q DC4lQ9EEADi^^HHH]J@FEF36]4@>^6>365^%z)Igv?~8pcnH>@56lEC2?DA2C6?EU2>AjDE2CEl_Q 7C2>63@C56ClQ_Q 2==@H7F==D4C66?lQQmk^:7C2>6mk7:842AE:@?m%96 ‘#6G@=G:?8 s@@C’ 25 2EE24<65 s6>@4C2E:4 AC6D:56?E:2= 42?5:52E6 |:4926= sF<2<:D’ C64@C5 @? 4C:>6]k^7:842AE:@?mk^7:8FC6m
kAmqFD9’D 42>A2:8? 7@==@H65 FA H:E9 E96 “k2 9C67lQ9EEADi^^=:G:?8C@@>42?5:52E6]@C8^4@>>6C4:2=D^`hgg^C6G@=G:?8\5@@CQm#6G@=G:?8 s@@Ck^2m” 25[ H9:49 3F:=E @? E92E 2?I:6EJ] xE 762EFC65 DE2C<[ 3=24<\2?5\H9:E6 7@@E286 @7 :?>2E6D >2C49:?8 E9C@F89 2 C6G@=G:?8 82E6 H9:=6 2 ?2CC2E@C H2C?65 E92E sF<2<:D 925 =6E >FC56C6CD @FE @7 AC:D@? @? H66<6?5 A2DD6D]k^Am
kAm!@=:E:42= D4:6?E:DE k2 9C67lQ9EEADi^^D49@=2C]8@@8=6]4@>^4:E2E:@?DnFD6Cl\~t74"gppppyU2>Aj9=l6?U2>Aj@:l2@Qm%2=: |6?56=36C8’Dk^2m C6D62C49 56D4C:365 :? “k2 9C67lQ9EEADi^^AC6DD]AC:?46E@?]65F^3@@<D^A2A6C324<^hfg_eh`_f_f``^E96\C246\42C5Qm%96 #246 r2C5k^2m” D9@HD E92E E96D6 :>A=:4:E k2 9C67lQ9EEADi^^HHH]J29@@]4@>^?6HD^A@=:E:4D^2CE:4=6D^H:?8\A=2J3@@<\282:?DE\235F=\6=\a`ahcffca]9E>=Qm2AA62=D E@ AC6;F5:46D 2?5 762CD 2C6 A@H6C7F=k^2m] qFE E96J =@D6 >F49 @7 E96:C 7@C46 @?46 D@>6@?6 AF3=:4=J ?2>6D E96> 2D C24:2=] x>A=:4:E 2AA62=D H@C< 3642FD6 E96J D=:A A2DE >@DE G@E6CD’ 4@>>:E>6?E E@ C24:2= 6BF2=:EJj @?46 E96 C24:2= >6DD286 :D A@:?E65 @FE[ G@E6CD C64@8?:K6 :E 2?5 >2?J C6;64E :E C2E96C E92? D66 E96>D6=G6D 2D 6?5@CD:?8 AC6;F5:46]k^Am
kAmv6?56C H@C<D :? 2 D:>:=2C H2J]k^Am
kAmx? 2 ?2E:@?2= 6IA6C:>6?E[ !F3=:4 !@=:4J C6D62C496C k2 9C67lQ9EEADi^^D49@=2C]8@@8=6]4@>^4:E2E:@?DnFD6ClxK((%ctppppyU2>Aj9=l6?U2>Aj@:l2@Qm|:CJ2 w@=>2?k^2m 2?5 4@==628F6D 7@F?5 E92E H96? 42>A2:8? k2 9C67lQ9EEADi^^5@:]@C8^`_]``ff^`_edh`ah`deac_`gQm>6DD286D EC:886C65 762CD @7 E6CC@C:D>k^2m[ G@E6CD EFC?65 E@ E96:C DE6C6@EJA6D @7 DEC@?8 =6256CD 2D >2D4F=:?6] %9@D6 DE6C6@EJA6D 9FCE 2 76>2=6 s6>@4C2E:4 42?5:52E6[ H9:=6 #6AF3=:42? 42?5:52E6D @7 6:E96C 86?56C H6C6 F?27764E65[ D:?46 #6AF3=:42?D 2C6 2=C625J D66? 2D k2 9C67lQ9EEADi^^5@:]@C8^`_]``ff^`_edh`ah`deac_`gQmE@F89 @? D64FC:EJk^2m]k^Am
kAmp >6DD286 4@>>F?:42E:?8 2 E9C62E 5@6D ?@E ?665 E@ ?2>6 2 42?5:52E6’D :56?E:EJ E@ 5:D25G2?E286 E96>] xE D:>A=J >2<6D G@E6CD C6249 7@C E96 DE6C6@EJA6D E96J 2=C625J 9@=5] %96C6’D =6DD DJDE6>2E:4 C6D62C49 @? 42?5:52E6D’ C6=:8:@?[ E9@F89 E96 D2>6 >6492?:D> – 762C AFD9:?8 G@E6CD E@ C6=J @? E96 DE6C6@EJA6D E96J 2=C625J 9@=5 23@FE H9@ 42? <66A E96> D276 – AC65:4ED D:>:=2C GF=?6C23:=:EJ k2 9C67lQ9EEADi^^E96:?E6C46AE]4@>^a_ae^_f^af^235F=\6=\D2J65\92=6J\DE6G6?D\2:A24\D6?2E6\>:49:82?^Qm7@C |FD=:> 42?5:52E6Dk^2m]k^Am
k9amxD 762C 2 >@C6 4@>>@? E24E:4 ?@Hnk^9am
kAmk2 9C67lQ9EEADi^^6>@E:@?C6D62C496C]4@>^E96\FD6\2?5\4@?D6BF6?46D\@7\6>@E:@?D\:?\A@=:E:4D^Qm&D:?8 762C 2D 2 42>A2:8? E@@=k^2m :D ?@E9:?8 ?6H]k^Am
k7:8FC6mk:>8 2=ElQ3=24<\2?5\H9:E6 5@4F>6?E UR_bhj$@>6 244@F?E @7 E96 3=@@5J 5665D @7 v6?6C2= p?5C6H y24<D@?UR_bhj H:E9 4@77:? :==FDEC2E:@?DQ DC4lQ9EEADi^^:>286D]E964@?G6CD2E:@?]4@>^7:=6D^feegcf^@C:8:?2=^7:=6\a_ae`_`f\e_\>>=Igf];A8n:I=:3lC3\c]`]`U2>AjBlcdU2>Aj2FE@l7@C>2EU2>Aj7:El4=:AU2>AjHlfc_Q ^mk7:842AE:@?mp?E:\p?5C6H y24<D@? 92?53:==D 4:C4F=2E65 2C@F?5 E96 `gag AC6D:56?E:2= 6=64E:@?] k2 9C67lQ9EEADi^^4@>>@?D]H:<:>65:2]@C8^H:<:^u:=6i$@>60244@F?E0@70E9603=@@5J05665D0@70v6?6C2=0p?5C6H0y24<D@?[04:C420`gag]A?8Qm&?:G6CD:EJ @7 !:EED3FC89^(:<:>65:2 r@>>@?Dk^2mk^7:842AE:@?mk^7:8FC6m
kAmx? `gag[ @AA@?6?ED 244FD65 AC6D:56?E:2= 42?5:52E6 k2 9C67lQ9EEADi^^C6282?]3=@8D]2C49:G6D]8@G^a_aa^`_^b`^2>6C:42?\6=64E:@?D\2?5\42>A2:8?D\`gag\2\D:8?\@7\E9:?8D\E@\4@>6^Qmp?5C6H y24<D@? @7 >FC56C 2?5 42??:32=:D>k^2m] q@E9 A2CE:6D 92G6 =62?65 @? 762C :? E96 E6=6G:D:@? 6C2[ 7C@> #6282?’D `hgc “k2 9C67lQ9EEADi^^=:G:?8C@@>42?5:52E6]@C8^4@>>6C4:2=D^`hgc^362CQmq62Ck^2m” 25 23@FE 2? F??2>65 $@G:6E E9C62E[ E@ s6>@4C2ED’ `hhe H2C?:?8D E92E k2 9C67lQ9EEADi^^=:G:?8C@@>42?5:52E6]@C8^H63D:E6D^48he^25`_ac]9E>QmD6?:@CD’ |65:42C6 H2D 2E C:D<k^2m]k^Am
kAm(92E 92D 8C@H? :D ?682E:G:EJ @G6C2==] !@=:E:42= D4:6?E:DE y@9? v66C’D 2?2=JD:D @7 AC6D:56?E:2= 25D 7C@> `he_ E@ a__c k2 9C67lQ9EEADi^^HHH]AC6DD]F49:428@]65F^|:D4^r9:428@^agchhe]9E>=Qm5@4F>6?ED E92E C:D6k^2m[ E9@F89 96 2=D@ 7@F?5 2EE24< 25D[ >@C6 =:<6=J E92? A@D:E:G6 @?6D[ E@ 7@4FD @? C62= :DDF6D C2E96C E92? A6CD@?2= EC2:ED] %96 6G:56?46 E92E 762C DA64:7:42==J 92D :?4C62D65[ 2D @AA@D65 E@ ?682E:G:EJ :? 86?6C2=[ :D =6DD 4=62C]k^Am
kAm%96 4FCC6?E >65:2 =2?5D42A6 D9:7ED E9:D 5J?2>:4 D:8?:7:42?E=Jj H9:=6 EC25:E:@?2= k2 9C67lQ9EEADi^^HHH]A6HC6D62C49]@C8^;@FC?2=:D>^724E\D966E^?6EH@C<\?6HD^Qm?:89E=J ?6HD 3C@2542DED 92G6 D66? 2 564=:?6k^2m :? G:6H6CD9:A[ E2C86E65 D@4:2= >65:2 7665D 92G6 364@>6 E96 6>@E:@?2= 32EE=68C@F?5]k^Am
kAm#646?E 5:8:E2= 42>A2:8? 52E2 D9@HD E92E k2 9C67lQ9EEADi^^5@:]@C8^`_]`_`f^$___b_ddca____eheQm?682E:G6 25D 2C6 9:89=J AC:K65 @?=:?6k^2m 3642FD6 E96J DF446DD7F==J 8C23 2EE6?E:@? 3J AC@G@<:?8 DEC@?8 6>@E:@?D =:<6 762C 2?5 2?86C] q642FD6 A=2E7@C> C64@>>6?52E:@? DJDE6>D 2C6 962G:=J k2 9C67lQ9EEADi^^E964@?G6CD2E:@?]4@>^H9J\D@4:2=\>65:2\2=8@C:E9>D\D6?5\J@F\A@DED\J@F\5@?E\=:<6\aggfhaQm5C:G6? 3J FD6C 24E:G:EJk^2m[ 42>A2:8?D 2C6 :?46?E:G:K65 E@ FD6 6>@E:@?2==J 492C865 2AA62=D E@ >2I:>:K6 G:C2= 6?8286>6?E 24C@DD 7665D]k^Am
kAmu62C H@C<D =6DD =:<6 2 DH:E49 2?5 >@C6 =:<6 2 DA@E=:89E] xE 8C23D 2EE6?E:@? 2?5 @A6?D >:?5D E@ 492?86[ 3FE H96E96C E92E EFC?D :?E@ 2 G@E6[ 2 3@J4@EE @7 E96 32==@E 3@I @C C6D6?E>6?E E@H2C5 E96 >6DD6?86C 56A6?5D @? H92E 4@>6D ?6IE]k^Am
kAmk6>m%9:D 2CE:4=6 :D C6AF3=:D965 7C@> k2 9C67lQ9EEAi^^E964@?G6CD2E:@?]4@>^FDnFE>0D@FC46l{66U2>AjFE>0>65:F>lC6=2E65\=:?<U2>AjFE>042>A2:8?lC6=2E65\=:?<\_U2>AjFE>04@?E6?El2CE:4=6\ahadfcQm%96 r@?G6CD2E:@?k^2m[ 2 ?@?AC@7:E[ :?56A6?56?E ?6HD @C82?:K2E:@? 3C:?8:?8 J@F 724ED 2?5 ECFDEH@CE9J 2?2=JD:D E@ 96=A J@F >2<6 D6?D6 @7 @FC 4@>A=6I H@C=5] xE H2D HC:EE6? 3Ji kDA2?mk2 9C67lQ9EEADi^^E964@?G6CD2E:@?]4@>^AC@7:=6D^>@?:BF6\>:E496==\EFC?6C\`ba`b`anFE>0D@FC46l{66U2>AjFE>0>65:F>lC6=2E65\=:?<U2>AjFE>042>A2:8?l3J=:?6\=:?<U2>AjFE>04@?E6?El2CE:4=6\ahadfcQm|@?:BF6 |:E496== %FC?6Ck^2m[ k6>mk2 9C67lQ9EEADi^^E964@?G6CD2E:@?]4@>^:?DE:EFE:@?D^>:49:82?\DE2E6\F?:G6CD:EJ\`bchnFE>0D@FC46l{66U2>AjFE>0>65:F>lC6=2E65\=:?<U2>AjFE>042>A2:8?l3J=:?6\=:?<U2>AjFE>04@?E6?El2CE:4=6\ahadfcQm|:49:82? $E2E6 &?:G6CD:EJk^2mk^6>mk^DA2?mk^6>mk^Am
kAmkDEC@?8m#625 >@C6ik^DEC@?8mk^Am
kF=mk=:mk2 9C67lQ9EEAi^^E964@?G6CD2E:@?]4@>^H6G6\EC24<65\g_>\@7\DA6?5:?8\@?\2=>@DE\`f_\2:\86?6C2E65\A@=:E:42=\25D\E9:D\J62C\:ED\H6:C5\aha`_dnFE>0D@FC46l{66U2>AjFE>0>65:F>lC6=2E65\=:?<U2>AjFE>042>A2:8?lC6=2E65\=:?<_U2>AjFE>04@?E6?El2CE:4=6\ahadfcQm(6’G6 EC24<65 | @7 DA6?5:?8 @? 2=>@DE `f_ px‑86?6C2E65 A@=:E:42= 25D E9:D J62C – :E’D H6:C5k^2mk^=:mk=:mk2 9C67lQ9EEAi^^E964@?G6CD2E:@?]4@>^H9J\E96\8@AD\G@E6C\7C2F5\>6DD28:?8\>2J\324<7:C6\aha`_enFE>0D@FC46l{66U2>AjFE>0>65:F>lC6=2E65\=:?<U2>AjFE>042>A2:8?lC6=2E65\=:?<`U2>AjFE>04@?E6?El2CE:4=6\ahadfcQm(9J E96 v~!’D G@E6C 7C2F5 >6DD28:?8 >2J 324<7:C6k^2mk^=:mk=:mk2 9C67lQ9EEAi^^E964@?G6CD2E:@?]4@>^E96\A@=:E:4D\@7\762C\9@H\:E\>2?:AF=2E6D\FD\E@\EC:32=:D>\``bg`dnFE>0D@FC46l{66U2>AjFE>0>65:F>lC6=2E65\=:?<U2>AjFE>042>A2:8?lC6=2E65\=:?<aU2>AjFE>04@?E6?El2CE:4=6\ahadfcQm%96 A@=:E:4D @7 762Ci w@H :E >2?:AF=2E6D FD E@ EC:32=:D>k^2mk^=:mk^F=m
kA 4=2DDlQ7:?6\AC:?EQmk6>mkDA2?m|@?:BF6 |:E496== %FC?6C 5@6D ?@E H@C< 7@C[ 4@?DF=E[ @H? D92C6D :? @C C646:G6 7F?5:?8 7C@> 2?J 4@>A2?J @C @C82?:K2E:@? E92E H@F=5 36?67:E 7C@> E9:D 2CE:4=6[ 2?5 92D 5:D4=@D65 ?@ C6=6G2?E 277:=:2E:@?D 36J@?5 E96:C 24256>:4 2AA@:?E>6?E]k^DA2?mk^6>mk^Am
kAmk:>8 DC4lQ9EEADi^^4@F?E6C]E964@?G6CD2E:@?]4@>^4@?E6?E^ahadfc^4@F?E]8:7n5:DEC:3FE@Cl=66Q DEJ=6lQ96:89Ei`AIjH:5E9i`AIjQ 2=ElQQ ^mk^Am
