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helpful—to provide some piece of knowledge or wisdom as a kind of “quid pro quo” for the attention of the reader. Currently, there is an opportunity to renew the Sage role in marketing, especially since the Internet offers such an effective vehicle for contemporary Sage brands. The Sage as Expert Sage brands may provide information, as do The New York Times, Consumer Reports, National Public Radio, and CNN. Typically, they help the customer make smarter decisions. One ad by Charles Schwab’s investment firm (motto: “creating a world of smarter investors”) shows two worried-looking women reading books entitled Keep Ahead of the Sharks and How to Get Rich, while a self-satisfiedlooking man reads Boy, Am I Happy. The caption explains: “You can always tell the investor who’s had a Schwab Portfolio consultation. They feel smarter, more informed, more in control.” The picture of the Sage as interpreter of the news has changed in sigAlso Known As nificant ways in recent times. Once, Expert, scholar, detecoral communication, and later, the tive, oracle, evaluator, written word, was the conveyor of news advisor, philosopher, rebeyond the confines of one’s village or searcher, thinker, plantown. Visual information, describing ner, professional, mentor, what it “looked like” outside of our teacher, contemplative own normal routines, was scarce. Much later, in America, people waited on street corners for the arrival of Life magazine, then the primary vehicle for “seeing” what things were like on the outside. With the advent of TV news reporting, and especially TV’s intensive, day-to-day reporting of the Vietnam War, everything began to change. For the first time ever, television was the most trusted source of news reporting. Americans began to believe that “seeing was believing,” and the role of the anchorperson, journalist, or commentator was transformed. The basic source of the information that described our lives switched, in a very short time, from being orally and then verbally based to visually based. Yet the question remained, were we “visually

Profile for Lewis Lafontaine

Mack, Margaret - Hero and Outlaw Archetype  

Mack, Margaret - Hero and Outlaw Archetype