There are three key elements to modern advertising. Here is instalment number 1 – pretending “science” is an ingredient.
..and see below for a real example of this kind of advertising. In this one the ‘expert’ steps in and explains that the product works because it contains a special ingredient called ‘intelligence’. How can we argue with that? And when asked “how does it work?” she simply restates the claim of What it does, and completely side-steps the How part altogether.
When I see this kind of advert I wonder if I’m meant to be wearing my “I’m with Stupid” T-shirt (you know the one with the arrow pointing upwards at my own head).