Superlatives

Such exaggerations have been

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Such exaggerations have been so common that the public takes them with a grain of salt and partly excuses them as being due to the advertiser’s license of self-assertiveness. Nevertheless, the fact remains that superlative generalities are weak arguments and far less convincing than a statement of facts. Much advertising copy would be improved immensely … Read more

Examples of exaggeration can

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Examples of exaggeration can be found in almost any advertising medium. The use of the superlative is altogether too prevalent. ‘The finest,’ ‘the best,’ ‘the greatest,’ ‘the purest,’ ‘the most economical,’ and so on ad infinitum, are hurled at the public everywhere. Surely not all products of the same class can be the best or … Read more

Best in the world,

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Best in the world, lowest price in existence, etc are at best claiming the expected. But superlative of that sort are usually damaging. They suggestion looseness of expression, a tendency to exaggerate, a careless truth. They lead readers to discount all the statements that you make Claude C. Hopkins

Wilderness is rapidly becoming

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Wilderness is rapidly becoming one of those aspects of the American dream which is more of the past than of the present. Wilderness is not only a condition of nature, but a state of mind and mood and heart. It cannot be confined to the museum-case status—seen only as a passing diorama from superlative throughways. … Read more

Men can have an

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Men can have an obvious display of heroics or strength or accomplishment, but it is the unsung women throughout all ages of humankind who have endured with superlative strength, beauty and love, often with secret suffering, that deserve absolute respect and acknowlegement. They are the true heroes of humanity. They are the champions who have … Read more

The moral sense reappears

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The moral sense reappears today with the same morning newness that has been from of old the fountain of beauty and strength. You say there is no religion now. ‘Tis like saying in rainy weather, There is no sun, when at that moment we are witnessing one of its superlative effects. Ralph Waldo Emerson