Remember, however, we are always benefit-seekers. Persuasion is a transaction. It takes two to tango.

Commercial persuaders -- (advertisers) -- are also benefit-promisers, but such persuasion is much easier to analyze because ads promise benefits which are more specific (products and services) and more related to the individual.

Political promises are more general, and more related to the common good.

In domestic politics, the basic benefits promised are peace and prosperity.

Everyone will usually agree with these as general goals, but disagree about the specific means to achieve them.

Politicians are often criticized for their promises using generalizations ("better roads, stronger defenses, lower taxes") rather than specifics ("Highway 75 will be repaired," or "only 3 military bases will be closed").

But, often it is appropriate to be vague. Things change. Compromises have to be made.

In these conditions, a reasonable politician doesn't want to get locked into specifics; then, later, be accused of "breaking promises."

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