marketing challenge was to convince Congress that the Oslo Accords
between Israel and Syria were not in the best interests of the US.
and large, Americans do not understand and have little interest
in the details of a peace accord between two foreign countries.
So if you recast the debate in terms of American boys being put
in harms way and suddenly the Oslo Accords are of vital interest
to every American.
ad ran once in the New York Times. It generated tremendous press
as well as condemnations from the US and Israel. Several Congressman
picked up on the theme and within a few months the idea of US troops
on the Golan Heights was quietly dropped.