mention of tap conjured up an image of chlorine. Give people a taste of Old Crow, and tell them it’s Old Crow. Then give them another taste of Old Crow, but tell them it’s Jack Daniel’s. Ask them which they prefer. They’ll think the two drinks are quite different. They are tasting images. When you choose a brand of whiskey you are choosing an image. Jack Daniel’s advertisements project an image of homespun honesty and thereby persuade you that Jack Daniel’s is worth its premium price. I have always been hypnotized by Jack Daniel’s. The label and the advertising convey an image of homespun honesty, and the high price makes me assume that Jack Daniel’s must be superior. Writing advertising for any kind of liquor is an extremely subtle art. I once tried using rational facts to argue the consumer into choosing a brand of whiskey. It didn’t work. You don’t catch Coca Cola advertising that Coke contains 50 per cent more cola berries.