Why Ads Work: The Power of Self-Deception (DVD or VHS)

The most important words in advertising are the ones you don't see or hear. Ads rarely lie, they merely allow room for self-deception. Learn:

How claims are devalued by words or phrases such as: up to, as much as, from, can, fights, helps and others. Most listeners fail to hear them.
They see "works to fight wrinkles," but hear "prevents wrinkles."
Viewers learn when "best" means "better" and "better" means "best". The video explains why so many products can claim to be the best.
The meaning of puffery and the difference between facts and opinions.
Water is wet claims. These are claims true for all brands, but the claim is phrased in such a way as to make it sound unique and exciting.