Much of our society depends on communication and much of our communication is ads. Just use your favorite browser and see how long it takes before some words pop up about great this or wonderful that.
In high school and college, I enjoyed the writings of Jacques Barzun, a native of France who later became a dean at Columbia University. In his book "Science, the Glorious Entertainment", he expressed fear that with all the research that goes on, the number of important discoveries would eventually exceed the number of words we have to name them. Just think of the additional burdens advertisers have in trying to convince us that although other products do stop bleeding, THIS product is far superior, far safer, far whatever quality you are looking for. Buy it, dammit!
We are hooked on the use of superlatives (best, highest, most this or that). Trying to think of communicating our desire to have you purchase the product we make without using superlative words is difficult in today's world. One angle is to take an unusual variable:
"Buy our product because it is so pretty that as it sits in your bathroom, visitors will be impressed by its beautiful color." Another is humility:"Buy our product, please. It is merely one of all the others, competing for your coin. It is an adequate product, not more expensive than the others but equally good. So how about it? Buy ours, please." See? Superlative free!
