"Dumb it down, Burn!" I haven't heard these words in a while, but I used to hear them regularly. Chances are you've heard them to, in all the various forms such defeatism takes. In the foreword to George Parker's new book, The Ubiquitous Persuaders, Jeff Goodby shares his thoughts on the practice. Dumbing down is treating people like less intelligent sheep to be manipulated. It presumes they won't notice ham-fisted …
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