How to Sell a War:

In choosing its battle names, the military must know its target audience

In the hypercharged rush of combat, the adrenaline flows and the rhetoric soars. After the "shock and awe" invasion of Iraq, many of the names the military gave early battles were pugnacious: Operation Scorpion Sting, Operation Iron Hammer, Operation Ivy Serpent.

But as the military changed tactics, trying to win over the local population with on-the-ground diplomacy, some nicknames started to soften. Hence Operation Glad Tidings of Benevolence and Operation Together Forward.

Names are important, especially in war. Like a good advertising jingle, war names must be catchy and concise. But above all else, they have to sell -- all sorts of things, to all sorts of people: inspiration to the troops, righteousness to Americans at home, partnership to allied countries, peace and promise to non-combatant civilians. -->-->-->