Word: downplay
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Social norms programs downplay the level of drinking on campus and, in the process, de-emphasize the negative consequences of heavy drinking while normalizing drinking in general. This probably explains why two measures of lighter drinking actually went up at social norms schools—indicating that some abstainers took up drinking and light drinkers increased their consumption...
...example, Pacific Sun tends to downplay rather than call attention to its house brand. PacSun stores carry the company's private-label clothing, called Tilt, but instead of stitching the name prominently on the outside of clothes, the retailer hides the logos on inside tags. The strategy provides insurance against the inevitable moment when a brand goes from In to "losers only" with customers. "When a teen decides a brand is dead," Weaver says, "they don't kill it slowly. They put it immediately out of its misery." That is also the reason PacSun stocks a wide variety of brands...
Rival campaigns immediately scrambled to prove that Dean's breakthrough meant little. "Nobody has ever doubted the intensity of Dean's support," says Jim Jordan, campaign manager for Kerry. "The question is, Can he broaden it?" Dean, meanwhile, is quick to downplay the notion that his rise is only a cybersurge: "The Internet is a tool, not a campaign platform...
...that the 117-min., reverently competent Jesus is, after the Bible, among the foremost Christian evangelistic tools in Muslim countries is to downplay its reach. Considered something of a pious oddity at its 1979 commercial release in the U.S., the celluloid adaptation of Luke's Gospel has been translated into more than 830 languages and screened in every country on Earth...
...most worrisome comparison for the Bush administration may be in the duration. Vietnam, after all, saw U.S. troops tied down on a distant battlefield for ten years. Although he did his best before the war to downplay suggestions by uniformed officers that an Iraq occupation mission would be long and costly, Deputy Defense Secretary Paul Wolfowitz now appears ready to acknowledge that U.S. troops could be there for the next ten years, and will probably require the construction of permanent bases - and also that together with the Afghanistan mission, the Iraq security mission will likely cost around $54 billion...