""Perceive" is the word that became in the '72 campaign what "charisma" was for the 1960, '64 and even the '68 campaigns. "Perceive" is the new key word. When you say perceive you imply the difference between what the candidate is and the way the public or the voters see him."

Previous Quote

The Olympics were produced absolutely the same way from 1960 through 1988. It was always the Western World against the Eastern Bloc. You didn't even have to spend one second developing the character of any of the Eastern Bloc athletes. It was just good guys and bad guys.

— Dick Ebersol