He made no attempt today to soften his image as a tough and ruthless leader.

Rip may find it necessary to soften his image to make a living, and more power to him.

He sought to soften his image as a loose cannon.

And it might soften her image a bit, too.

He also told Administration officials to do all that they could to soften the nominee's image.

Softening his image has its own political advantage, even if it may not sit well with orthodox Republicans.

The move comes amid signs that the new government is trying to soften its image.

"Being mentioned in popular films softens our image and people like that," he said.

This helped soften his image as a dangerous rock 'n' roller.

But now even he is turning to other lines of business and seeking to soften his image.