Word: sharone
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Reuven Adler accepted the daunting challenge in the 2001 election of trying to soften Ariel Sharon's image. "He's a warrior. He's quite fat, and when he walks, he stomps along," Adler, an advertising executive, recalls thinking. "We had to give him some feminine appeal." Sharon, Adler calculated, was too far to the right on the political spectrum to gain broad support. On a scale of 1 to 5, with 1 representing the extreme left wing and 5 the far right, Adler figured, Sharon was a 4.7. The winner of every previous election had been a little right...
Sitting around a circular glass table at his trendy Tel Aviv advertising firm, Adler Chomsky & Warshawsky, Adler asked Sharon what he wanted to accomplish as Prime Minister. "I believe that only I can bring peace," Sharon replied. That was enough for Adler to work with. He and a team of Sharon advisers, including p.r. man Eyal Arad and U.S.-based political strategist Arthur Finkelstein, focused the campaign not on the hawkish-sounding theme of security but on peace. They produced a bumper sticker--ONLY SHARON CAN BRING PEACE (it kind of rhymes in Hebrew)--and TV ads with soft music...
...SHARON: I've been under security protection since 1978. I've seen things change over many years. This was a very hard decision, but I was fully convinced that it's the right decision so I took it. When you lead a nation, you have to take decisions...
...SHARON: The circumstances changed. Many years passed, but I have not changed my mind. But I believe what we have done [in the settlements] was important. We had a dream. The circumstances have changed. One thing I know, I'm not going to make any compromises when it comes to security. There's no other place Jews can secure themselves by themselves...
...SHARON: As long as I'm needed. I'll be ready to serve. I look forward with optimism. We need the Jews here. Move to Israel! Move to Israel...