A DIFFERENT DONALD TRUMP
EMERGED IN SUNDAY’S DEBATE
Back in 1958, McGraw-Hill introduced an ad that made the case for business-to-business advertising. Titled “The Man in the Chair,” it showed a cranky-looking guy with a skeptical expression — the kind of tough old bird you dreaded running into on your first job interview.
The ad pointed out that potential customers must have some awareness of your company before they consider buying your products or services. It became a classic, running virtually unchanged for more than a decade.
In the 1970s, when I worked for McG-H, a new version was introduced. It featured a hip-looking businessdude in flared pants, wide-lapel sports jacket and longish hair. The updated image was intended to appeal to the young, with-it business crowd then moving into management ranks.
A colleague glanced at the slick male model in the revised ad and commented…
“You could buy off that jerk with a broad or a bottle of booze.”
Throughout the current presidential campaign Donald Trump has looked like that hip ’70s jerk, showy but insubstantial (and eminently corruptible). In Sunday night’s debate, however, he looked like the tough old bird in the chair.