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Mike Sukle, whose agency developed the campaign, said the idea was to be clever without projecting a message of "gloom and doom".
Unfortunately, Donald Trump's message of gloom won out over Sander's more spirited message of hope and Clinton's message of competence.
Although I share the impatience of the likes of Greenpeace, it is surely important to at least balance the message of gloom and doom with some real beacons of hope.
The problem with the appeal to fear and the message of gloom, doom and destruction is that people get tired of it and over time it loses political potency.
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But years of teaching and speaking at schools about environmental issues has taught me that messages of gloom and doom elicit reactions of fear, demoralization and hopelessness in children and the public.
Over the past 30 years, during her visits to schools as a children's book author and illustrator, Cherry realized that messages of gloom and doom elicited reactions of fear, hopelessness and denial.
I don't want to write a new year message of unremitting gloom.
This access gave events like these more publicity, created heightened awareness, spawned conspiracy theories and distrust, and, in my opinion, resulted in nonstop messages of doom, gloom and anxiety.
Turnbull said Bowen was intent on talking down the economy and trying "to spread a message of doom and gloom on the radio".
Add to that the message of doom and gloom that emerges from Sir Mervyn King's speeches and press conferences and it is not surprising that banks continue to be widely regarded as completely "uninvestable".
A group of 15 leading public figures, including six former EU prime ministers, delivered a message of doom and gloom to European leaders, warning that the EU faced a future on the international sidelines.
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Since I tried Ludwig back in 2017, I have been constantly using it in both editing and translation. Ever since, I suggest it to my translators at ProSciEditing.

Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com