Vince Lombardi is often remembered for saying, "Winning isn't everything, it's the only thing!" Today, however, it might be more appropriate to declare with Madison Avenue that "Image isn't everything, it's the only thing." This week we try both to rehabilitate an old image and simultaneously deepen that image by excavating it for new depths.

The tragedy of the outbreak of organized violence (read:"war") in the Persian Gulf has exposed a new sensibility among many Americans. Many who recall Vietnam shudder at the thought of U.S. involvement in another far away battlefield and raise their voices against the atrociousness of war itself with or without any particular atrocities. Yet also mindful of the harsh lesson of Vietnam, the entire country has apparently learned to distinguish between…