Ever so often a new term emerges in marketing that becomes an operative concept in the field. There was a time when “spin” dominated the marketing profession, although it was often thought of in a derogatory way. Putting a spin on something was not necessarily thought of positively. Spin was looked at my many as a defensive measure and not as a positive marketing concept.
Now ”optics “ is the new boy on the marketing block. It is being used to describe the appearance for something. Talmudic students should have no difficulty in recognizing the new term. The chazal teach us that appearance can be every bit as problematic as the real thing. We are not permitted to drink almond milk in the same setting as meat because of “maaris ayin,” which essentially is optics, or the way that it would appear to the naked eye. Since almond milk looks every bit like cow’s milk, the casual observer would deduce that the person consuming the milk was mixing milk and meat.
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