We draw conclusions based upon how the information is presented—not the actual information itself.

An ad for cream cheese that states 95% fat free is more likely to convince us than one that says it contains 5% fat.

The facts are identical but it is the positive spin not the concrete evidence that drives the appeal.

One of the greatest threats we face is simply put – bullshit.

We’re drowning in it. We’re drowning in rhetoric that is just true enough not to be a lie.

Bob Hoffman on The Golden Age of Bullshit citing speechwriter John Lovett

Rather than simply stating the facts most advertisers typically embed their message into creative contextual devices that evoke feelings and bypass rational resistance.

This is why advertisers use stories, poems, slogans, songs, jokes, pictures, symbols, characters, roles, and metaphors.

They are particularly ripe marketing tools, because they lead the imagination and evoke the feelings that strike at our heart not our head.