Question: Last week you wrote that although one may not deceive another, it would nevertheless be permitted to package a product in an attractive way so that it gets seen in the best possible light. I was wondering if there are any early sources that give advice on how to advertise in general and that support these kinds of psychological gimmicks in particular?

Answer: In this week's parshah we read how after fleeing from his wicked brother Esau who had sought to kill him, Jacob prepares for the reunion. In his desire to avoid a confrontation with his brother, Jacob prepares a large amount of cattle to be given as a gift. In directing his servants on how to present the cattle, Jacob commanded them to "put distance between the cattle". The commentaries explain that Jacob's intention was to maximise the impact of his gift on Esau's eyes. Jacob "packaged" the gift in the best possible way, making it look as large as possible.

From this episode it appears that a person may present an object in the best possible way to maximise its attractiveness. This was not misrepresentation because the number of cattle given was the number Esau saw, only with a better packaging.

In just a few days we will celebrate the festival of Chanukah. One of the primary directives of Chanukah is "Pirsumei Nisa" - doing all we possibly can to publicize and advertise the great miracles that took place. In fact, many specific laws and customs are derived from this concept. In order to achieve maximum publicity, advertising must be done in prime time. For this reason, the correct time to light the Chanukah candles is between sunset and nightfall - when most people are on their way home from work. Advertising in the correct place is also an integral part in effective exposure. For this reason, the menorah must be placed either in the doorway of one's home or in the window - where most people can observe the candles. If a menorah is placed too high, in such a way that people cannot easily see the candles, the mitzvah has not been fulfilled.

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