Why bravery is a bad idea in advertising

In the army, deliberately shooting yourself in the foot is considered an act of cowardice. The advertising industry does much the same thing in the name of bravery.
I have never understood the misguided fixation with being brave, mainly because, for an industry whose sole purpose is good ideas, this is a crap one.
If you want to use reverse psychology to talk a cautious client out of approving an ad, tell her it’s a brave idea. It demonstrates a startling lack of empathy. Bravery is a func