While I respect his opinions, I believe today's negative image of lawyers is the result of many factors, the least important of which is probably advertising and promotion. I believe that it's the result of many influences, including lawyers themselves, the legal system, the press and some of television's popular shows. I agree with Justice Burger when he blames lawyer misconduct for contributing to their increasingly negative image. The press is guilty of exacerbating the problem when it sensationalizes popular crimes and highlights lawyers' clever maneuvers to get their clients acquitted. In recent days we seem to know the name of Robert Shapiro as well as that of O.J. Simpson.
Television also contributes to the legal profession's eroding image.
Although popular TV shows do a lot to educate the public about how the legal system works, they've also demystified the practice of law. Now every viewer can spout a few buzzwords and feel like an expert. As a result, the professional image of the job has further declined. I believe that legal marketing's potential value is irrefutable. It educates the consumer, it differentiates the law firm and it increases competition.