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“Christmas,“ as Screamin’ Jay Hawkins once said, “is a time for giving.“ The traditional counsel for Christmas giving is it’s the thought that counts, and not only does that old saw apply to gift giving, it applies with equal force to the advertising that leads up to gift selection, that may even, for better or worse, inspire it. In advertising it’s the thought that counts, and more and more I find myself buying the products that manage to convince me they are for the thinking person.

Lately I’ve been thinking of letting some Reeboks share my sport-shoe time with my very intelligent Nikes. A particularly chock full o’thought spot is now selling the U.B.U. line ofshoes by Reebok. It consists of stylishly photographed vignettes of stylizedly styled eccentrics accompanied by a delightfully philosophical voice-over consisting entirely of quotes from Ralph Waldo Emerson, such as: “Whoso would

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