HORATIO Look, my lord, it comes! Enter Ghost HAMLET Angels and ministers of grace defend us! Be thou a spirit of health or goblin damn'd, Bring with thee airs from heaven or blasts from hell, 34 Be thy intents wicked or charitable, Thou comest in such a questionable shape That I will speak to thee: I'll call thee Hamlet, King, father, royal Dane: O, answer me! Let me not burst in ignorance; but tell Why thy canonized bones, hearsed in death, Have burst their cerements; why the sepulchre, Wherein we saw thee quietly inurn'd, Hath oped his ponderous and marble jaws, To cast thee up again. What may this mean, That thou, dead corse, again in complete steel Revisit'st thus the glimpses of the moon, Making night hideous; and we fools of nature So horridly to shake our disposition With thoughts beyond the reaches of our souls? Say, why is this? wherefore? what should we do? Ghost beckons HAMLET HORATIO
enemy is an advertiser who seeks to create an image of popularity for a brand of toothpaste by, say, constructing a series of staged "unrehearsed interview" com- mercials in which an array of actors posing as ordinary citizens praises the prod- uct. Here, where the evidence of popularity is counterfeit, we, the principle of social proof, and our shortcut response to it, are all being exploited. In an earlier chapter, I recommended against the purchase of any product featured in a faked "unre- hearsed interview" ad and urged that we send the product manufacturers letters detailing the reason and suggesting that they dismiss their advertising agency. I also recommended extending this aggressive stance to any situation in which a compliance professional abuses the principle of social proof (or any other weapon of influence) in this manner. We should refuse to watch TV programs that use canned laughter. If we see a bartender begin a shift by salting the tip jar with a bill
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